App Store Reject

Guideline 2.1

Guideline 2.1 - App Completeness: Placeholder Content Still Present

Low SeverityEasy FixTypical Fix: 1-2 hours0 Reports
Also known as:App contains placeholder or filler textApp includes Lorem ipsum or default template contentApp contains sections marked as Coming Soon or Under ConstructionApp includes default imagery or stock photos that appear to be placeholdersApp did not appear to have gone through the full development cycle

Our Take

Apple is rejecting your app because it still contains placeholder content such as 'Lorem ipsum' text, template imagery, default profile photos with developer instructions, or empty sections with 'Coming Soon' labels. This signals to Apple that the app is not ready for distribution. This rejection is almost always automated or semi-automated -- Apple's review tooling flags common placeholder patterns like 'Lorem ipsum', 'TODO', 'Coming soon', and stock template imagery. It can also be triggered by sections of the app that are clearly unfinished, even if they don't use literal placeholder text. The fastest compliant path is a thorough content audit. Developers often miss placeholder content in edge-case screens like empty states, onboarding flows, settings pages, and error messages. If a feature genuinely isn't ready, it's better to remove it entirely than to ship it with placeholder content.

Resolution Guide

01

Search your codebase

Run a project-wide search for: 'Lorem ipsum', 'TODO', 'FIXME', 'Coming soon', 'Under construction', 'placeholder', 'sample', 'test data', and any template-specific strings from your starter template.

02

Audit every screen

Walk through every screen in the app systematically, including: onboarding, empty states, error messages, settings, profile screens, and any feature behind a paywall or authentication.

03

Replace with real content

Every string, image, and icon must be final production content. If you don't have real content yet, use appropriate defaults (e.g., a generic avatar instead of 'profile_placeholder.png').

04

Remove unfinished features

If a section isn't ready, remove the navigation entry point entirely. Don't hide it behind a 'Coming Soon' banner.

05

Check App Store Connect metadata

Placeholder content in your description, keywords, or What's New text will also trigger this rejection.

Prevention

  • Use a 'submission checklist' that includes a full content audit
  • Set up a lint rule or CI check that flags common placeholder strings
  • Have someone who didn't build the app walk through every screen before submission

    • Example Rejection Email

    From:Apple App Review Team
    Subject:Guideline 2.1 - App Completeness: Placeholder Content St
    Guideline 2.1 - Performance - App Completeness Your app or its content did not appear to have gone through the full development cycle. Specifically, the app contains placeholder content including default text and imagery in several screens. Please see the attached screenshots for details. Next Steps: Please revise the app to ensure all content is final and ready for users. If a feature is not ready, please remove it from the app and submit it in a future update when it is complete.

    Before & After

    Before — Rejected

    Settings screen with 'About Us' section showing 'Lorem ipsum dolor sit amet...' and a 'Premium Features' section showing 'Coming Soon!'

    After — Approved

    Settings screen with real company description in 'About Us' and the 'Premium Features' entry removed entirely until the feature is ready

    What changed: Apple would rather you ship fewer features than ship unfinished ones. Remove any section that isn't production-ready.

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