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What To Do If Your In-App Event Gets Rejected
December 19th, 2025
by David Quinn
VP of Strategy & Partnerships at Gummicube, Inc.
In-App Events (IAE) have become a core discovery and engagement lever within the App Store ecosystem. When executed correctly, they enable developers to showcase timely moments directly within their apps on the App Store, reaching users who are browsing, searching, or already installed. Because In-App Events are surfaced prominently across search results, product pages, and editorial placements, Apple applies strict review standards to ensure quality, relevance, and consistency across the storefront.
While In-App Events do not require a new version update, they are still subject to review by the App Store. If an App Store reviewer determines that an event does not meet Apple’s eligibility or content requirements, the event may be rejected. A rejection does not mean In-App Events are off the table. It signals that adjustments are needed to align the event with Apple’s criteria and best practices.
This week’s ASO Tips and Tricks outlines what to do if your In-App Event is rejected, why rejections typically occur, and how to course correct with confidence. By understanding Apple’s requirements and applying proven best practices, developers can turn a rejection into a refined event that supports long-term App Store Optimization (ASO) success.
UNDERSTANDING WHY IN-APP EVENTS GET REJECTED
The first step after any rejection is understanding the reason behind it. Apple provides feedback through App Store Connect that indicates why an In-App Event did not pass review. These reasons typically fall into a few predictable categories.
One of the most common issues is category misalignment. Every In-App Event must clearly qualify under one of Apple’s approved event types. If the event does not strongly meet the criteria for the selected category, it may be rejected outright. Another frequent issue is unclear or promotional copy. Apple expects In-App Event metadata to describe a specific moment inside the app, not act as an advertisement or general marketing message.
Creative issues are also a common trigger for rejection. Using generic imagery, repurposed product page screenshots, or assets that do not clearly represent the event can cause the event to fail review. Formatting problems, including improper capitalization, excessive punctuation, or calls to action in the event name, can also lead to rejection.
In most cases, rejection is not about the value of the app itself. It is about how clearly, accurately, and compliantly the event is presented within Apple’s guidelines.
APPROVED IN-APP EVENTS CATEGORIES
Apple requires all In-App Events to fall under one of seven approved categories. These categories are not interchangeable, and each has its own qualification standards. Selecting the correct category is foundational to passing the review.
The approved In-App Event categories are challenge, competition, live event, major update, new season, premiere, and special event. Each category must represent a distinct, time-bound experience within the app.
A challenge typically involves a goal-oriented activity that users can participate in for a limited time. A competition requires users to compete against others, often with rankings or rewards. A live event must occur in real time, such as a live streamed class, concert, or broadcast. A major update must represent a significant change or enhancement to the app’s functionality, not a minor improvement. A new season generally applies to games or content-driven apps where a new phase or chapter is introduced. A premiere is intended for first-time releases of major content, such as a new show, mode, or experience. A special event is reserved for unique, limited-time moments that do not cleanly fit into the other categories but still represent a meaningful in-app experience.
If your In-App Event was rejected, reassess whether the selected category truly reflects the event. In many cases, reclassifying the event under a more accurate category resolves the issue.
EVALUATING YOUR IN-APP EVENT COPY
In-App Event copy must be concise, precise, and compliant with Apple’s formatting standards. Apple enforces a 30-character limit for the event name, which requires careful wording and discipline. Developers must accurately describe the event within this limit while avoiding promotional language.
Event names should use title case, while descriptions should be written in sentence case. Proper capitalization and punctuation must be applied consistently across all metadata fields. Apple expects polished, professional copy that reflects editorial standards rather than marketing slogans.
There are several common copy mistakes that lead to rejection. Using all capital letters in the event name or description is not allowed. Excessive punctuation, such as multiple exclamation points, can be flagged as promotional or misleading. Calls to action, such as “Download Now” or “Join Today,” should never appear in the event name. Overly promoting the app or service within the description, rather than focusing on the event itself, can also result in rejection.
When revising rejected copy, focus on clarity and specificity. Describe what is happening in the app, when it is happening, and why it matters to the user. Avoid vague language and marketing claims. The goal is to inform users, not persuade them with advertising language.
ALIGNING EVENT MESSAGING WITH APP STORE REVIEW EXPECTATIONS
Apple’s review process prioritizes user trust and consistency across the App Store. In-App Events are treated as editorial content, not ad placements. This distinction is critical when revising a rejected event.
Ensure that your event messaging aligns with what users will actually experience once they tap into the app. If the event promises something that is not immediately accessible or clearly delivered, it may be rejected. Misleading or exaggerated descriptions undermine trust and violate App Store guidelines.
It is also important that the event is clearly time-bound. In-App Events are meant to highlight moments, not permanent features. If the event description reads like a general app overview or evergreen feature explanation, reviewers may determine that it does not qualify as an event at all.
Reframing the copy to emphasize timing, participation, and context often helps resolve these issues.
REVIEWING IN-APP EVENT CREATIVE REQUIREMENTS
Creative assets play a major role in whether an In-App Event is approved. Apple requires developers to include imagery or video that is representative of the specific event being promoted. These assets must be custom-built for the event and aligned with Apple’s technical specifications.
Generic imagery or standard product page screenshots are not acceptable. If the creative could appear anywhere else on your App Store listing, it likely does not meet In-App Event standards. The creative should visually communicate what makes the event unique and timely.
Developers must also avoid adding borders, overlays, or decorative elements to their media. Apple applies its own native borders and effects, and additional design elements can conflict with the platform’s presentation. Assets that appear cluttered, off-brand, or overly promotional are more likely to be rejected.
If your event was rejected due to creative issues, revisit both the concept and execution. Ask whether the asset clearly represents the event itself and whether it adheres strictly to Apple’s format and design expectations.
ITERATING STRATEGICALLY AFTER AN IN-APP EVENT REJECTION
Once you understand why your In-App Event was rejected, the next step is iteration. Rejections should be treated as opportunities to refine your approach rather than setbacks.
Start by addressing the specific feedback provided by Apple. Make targeted changes rather than broad, unfocused edits. If the category was incorrect, change it. If the copy was promotional, rewrite it with a descriptive, editorial tone. If the creative was generic, develop new assets that better reflect the event.
It is also important to ensure that all components of the event are aligned. The category, copy, and creative should tell the same story. Inconsistencies across these elements can raise red flags during review.
After making revisions, resubmit the event for review. Many successful In-App Events pass review on the second attempt once these adjustments are made.
WHY IN-APP EVENTS MATTER FOR APP STORE OPTIMIZATION
In-App Events are a powerful component of modern App Store optimization strategies. They allow developers to connect with users at every stage of the lifecycle, from acquisition to re-engagement, through customizable, timely content.
When surfaced in search results, In-App Events can increase awareness of new features, promotions, or experiences. For existing users, they provide reasons to return to the app and participate in meaningful moments. For prospective users, they offer a preview of the app’s ongoing value and activity.
In a crowded and competitive marketplace, In-App Events help apps stand out without requiring a version update. They enable teams to align App Store presence with broader marketing goals, such as feature launches, seasonal campaigns, or live activations.
Because of their visibility and impact, Apple maintains high standards for In-App Events. Adhering to these standards is essential for maximizing their value within an overall ASO strategy.
FINAL THOUGHTS
An In-App Event rejection can feel discouraging, but it is rarely a dead end. In most cases, rejections stem from misalignment with Apple’s clearly defined guidelines around categories, copy, or creative execution. By carefully evaluating the feedback, reassessing category eligibility, refining event metadata, and aligning creative assets with Apple’s expectations, developers can successfully resubmit and gain approval.
In-App Events are not just a tactical feature. They are a strategic lever that supports discovery, engagement, and long-term growth within the App Store. Treating them with the same level of rigor as other ASO initiatives ensures they make meaningful contributions to your app’s performance.
A thoughtful, compliant approach to In-App Events strengthens your app’s credibility with both users and Apple, reinforcing your position in an increasingly competitive ecosystem.
LET’S CHAT!
Navigating In-App Event strategy, compliance, and optimization can be complex, especially as Apple continues to evolve its App Store standards. If you are looking to refine your approach or align In-App Events more closely with your broader ASO services strategy, a collaborative conversation can help clarify next steps.
Whether you are troubleshooting rejections or planning future events, thoughtful ASO services can provide the structure and insight needed to compete effectively. Let’s chat about how a high-level, data-informed ASO strategy can support your app’s continued growth.
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