Apple is taking a stronger stance against a common UX mistake: requesting user ratings before they’ve had enough time to experience the app. Under Guideline 5.6.3, which is part of Apple’s Developer Code of Conduct, apps can be rejected for requesting a rating or review at first launch, during onboarding, or before a user has had enough time to understand the value. Asking for a 5-star rating before someone has experienced the app is now a clear App Store review risk.
Apple’s updated guidance aligns with established best practice across product, UX and App Store Optimisation (ASO). Rating prompts shown during onboarding, before users have had a chance to experience the app, are unlikely to generate meaningful feedback. By encouraging developers to request ratings at more appropriate moments in the user journey, Apple is reinforcing the importance of authentic reviews, which better serve both users and the App Store ecosystem.
Why asking too early was always a problem
Ratings and reviews are one of the clearest trust signals on the App Store. They shape how users judge an app before downloading, how confident they feel in the product and whether they believe it will meet their needs.
If a user has only just opened an app, they cannot give informed feedback. They have not tested core functionality, completed a task or seen whether the app delivers on its promise. Asking at that point interrupts the user journey and risks creating a poor first impression.
It can also weaken the quality of reviews. Instead of capturing genuine satisfaction, the prompt is asking for a reaction at a moment when the user has little to base it on.
What Apple’s update changes
Early rating prompts have always been poor practice, but they now carry a clearer risk during App Store review.
Apps may be flagged if they:
- Show a rating prompt on the first screen
- Ask for a review during onboarding or sign-up
- Trigger a request immediately after install
- Call Apple’s review API from launch or first-view lifecycle methods
- Use a custom rating modal before the user reaches real functionality
- Block, delay or interrupt the user experience to push for a rating
If a prompt appears before meaningful engagement, it is likely to be noticed.
Navigating Apple’s latest rating prompt guidance
Your app currently asks for ratings during the first launch or onboarding; remove this flow before your next submission.
Instead, build an engagement gate which controls when the prompt can appear. This could be based on sessions, completed actions, repeat usage or category-specific milestones.
Apps are best served by using Apple’s official review API rather than a custom rating flow. Native prompts create a more consistent experience and help avoid rating flows that could be perceived as influencing or biasing user feedback.
Most importantly, ratings should never be used as a condition of access. Users should always be able to dismiss the prompt and continue using the app without losing functionality.
Final takeaway
Apple’s updated guidance provides greater clarity on how ratings and reviews should be requested within apps. Best practice is to request feedback only after users have had the opportunity to experience your app’s value. For app marketers and developers, the update is a reminder that ratings and reviews play a critical role in both user trust and App Store performance, making thoughtful timing more important than ever.
If you need support improving your app rating and driving meaningful results, get in touch with our team today.
