App Store Reject

Guideline 4.2.2

Guideline 4.2.2 - Design: Marketing-Only App With No Functionality

Medium SeverityMedium FixTypical Fix: 1-3 days0 Reports
Also known as:App is primarily a marketing or advertising toolApp functions as a digital brochure with no interactive featuresApp presents static business information better suited to a websiteApp is a promotional vehicle without sufficient standalone utilityApp serves only as marketing material for a company or event

Our Take

Apple is rejecting your app because it functions primarily as a marketing or advertising vehicle rather than providing genuine utility. Guideline 4.2.2 explicitly states that apps should not be merely marketing materials — they need to provide a useful experience independent of any promotional purpose. This rejection targets apps that are essentially digital brochures: company overview screens, product catalogs with no interactivity, event promotional apps with only a schedule and sponsor logos, or apps that exist solely to drive users to a website or physical location. Restaurant apps that just show a menu PDF and address, real estate listing apps that only show a company's own listings with no search, and conference apps with static schedules all frequently get this rejection. The key question Apple asks is: 'Does this app do anything a flyer or website couldn't?' If the answer is no, it will be rejected. The fastest compliant path is to add interactive features that justify the native app — ordering, reservations, personalized recommendations, loyalty programs, interactive maps, or user accounts with saved preferences.

Resolution Guide

01

Identify your app's utility

What can your app do for users that your website cannot? If you can't answer this, you need to add functionality.

02

Add transactional features

Ordering, booking, reservations, or purchases. These immediately transform a brochure into a utility.

03

Add personalization

User accounts, saved preferences, favorites, recommendations based on behavior, or notification preferences.

04

Add interactive elements

Interactive maps with directions, QR code scanning, loyalty point tracking, appointment scheduling, or real-time inventory/availability.

05

Add push notifications with value

Order status updates, appointment reminders, personalized offers based on user preferences (with opt-in).

06

Remove or minimize static marketing content

If you have pages that are just text and images about your company, either make them interactive or remove them. Lead with utility.

Prevention

  • Start with the user's need, not the business's marketing goal
  • Every screen should answer: 'What can the user do here?' — not just 'What can the user read here?'
  • If your primary goal is brand awareness, consider a Safari Web App or App Clip instead
  • Plan at least 3 interactive features before starting development

    • Example Rejection Email

    From:Apple App Review Team
    Subject:Guideline 4.2.2 - Design: Marketing-Only App With No Funct
    Guideline 4.2.2 - Design - Minimum Functionality Your app is primarily a marketing or advertising tool and does not provide sufficient utility or entertainment value as a standalone app. Specifically, your app functions as a digital brochure for your business, displaying static information that would be better presented on a website. Apps that are simply marketing material for companies, brands, or events are not appropriate for the App Store. Next Steps: Please revise your app to include meaningful interactive functionality beyond marketing content. Consider features like ordering, account management, personalization, or other utility that provides real value to users.

    Consider Appealing

    Appeal only if the reviewer missed interactive features. Provide a detailed walkthrough showing functionality beyond marketing content. If the app is genuinely a digital brochure, add interactive features and resubmit.

    Generate Appeal

    Before & After

    Before — Rejected

    Restaurant app with four tabs: About Us (company history), Menu (static PDF), Gallery (photo slideshow), Contact (address and phone number)

    After — Approved

    Restaurant app with online ordering, table reservations, loyalty rewards program, interactive menu with dietary filters and allergen info, push notifications for order status, and saved favorites

    What changed: Each screen must offer user actions, not just display information. The app needs to do something a website visit cannot.

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