Fix Apple Guideline 4.0 Rejection: App Looks Like a Website
Start My Free App Setup

Apple Rejection: “Your app’s UI is too simple, looks like a website, or lacks native functionality” — What It Means & How to Fix It (Guideline 4.0)

Written by: ShopApper Team
03.06.2025 - 4 mins read

Table of Contents

Turning your website into a mobile app can be a great way to grow your brand, increase engagement, and reach new users. But if you’ve been hit with Apple’s dreaded Guideline 4.0 – Design rejection, you’re not alone.
❌ Rejection: “Your app’s UI is too simple, looks like a website, or lacks native functionality.”
This is one of the most common rejections for web-to-app conversions. Apple has strict expectations for user experience and app functionality — and they won’t hesitate to reject apps that don’t meet their design standards.
But the good news? You can fix it. And ShopApper is built to help you do just that — quickly, easily, and without writing any code.

🧠 What Does Apple Guideline 4.0 Really Mean?

Guideline 4.0 is part of Apple’s App Store Review Guidelines, specifically under the Design section. In simple terms, Apple wants all iOS apps to look, feel, and behave like real native apps — not just mobile websites in disguise.

Common reasons for this rejection

  • Your app is essentially just a WebView (a browser wrapped in an app)
  • The UI lacks native iOS components like tab bars, navigation gestures, or floating buttons
  • The user experience doesn’t go beyond basic website functionality
  • Your app doesn’t offer interactivity or device-specific features
  • The launch screen, icons, or transitions look incomplete or generic

📱 Native App vs. Web App: What’s the Real Difference?

Before fixing a rejection, it helps to understand what Apple considers a “native app.”
Feature
Native App
WebView App (Website Wrapper)
UI/UX
Built for platform (iOS/Android)
Generic HTML/CSS interface
Device Access
Full access to hardware APIs
Limited or restricted
Performance
Faster, smoother interactions
May lag or depend on internet speed
Offline Functionality
Possible with local storage
Typically unavailable
App Store Approval
Easier with compliance
Often rejected for design issues
Apple prefers native experiences because they feel faster, cleaner, and more integrated with the iOS ecosystem. That’s why apps that feel like “just a website” don’t make the cut.

🛠 How to Fix the “Your App Looks Like a Website” Rejection

Apple is looking for value beyond your website. Here are proven strategies to turn your web-based app into an App Store-compliant mobile app — without a full rebuild.

✅ 1. Add Native Navigation & UI Elements

One of the biggest red flags for Apple is a lack of native navigation. Native elements make your app feel like it was built for iOS, not ported over from a web browser.
What to include:
  • Tab bars (iOS-style)
  • Bottom menus with icons
  • Floating action buttons (FABs)
  • Swipeable screens or modals
💡 ShopApper Insight: Our platform automatically adds native navigation elements, like bottom tab bars and app-style home screens — no coding required.

✅ 2. Integrate Native Device Features

To pass Apple’s review, your app needs to offer functionality that’s not possible in a browser. This is what proves you’re offering more than just a shell around your site.
Ideas for native enhancements:
  • Push notifications
  • In-app reviews
  • Offline mode or loading indicators
  • Camera or file system access
  • Face ID / Touch ID login
💡 ShopApper Advantage: We bake in native push notifications, custom splash screens, loading spinners, and other enhancements — all without touching your website.

.

✅ 3. Customize the Launch Experience

Apple reviewers notice if your app looks like it was rushed. A polished first impression helps prevent immediate rejection.
What you should prepare:
  • A branded launch screen (no blank or default backgrounds)
  • A high-resolution app icon
  • A short but smooth loading animation
  • Optional: a quick onboarding or welcome screen

✅ 4. Update App Store Metadata & Screenshots

Even if your app is functionally compliant, poor metadata can lead to rejection. Apple expects your App Store listing to reflect a native app experience.
Checklist:
  • Don’t show website screenshots — show app views with native UI
  • Avoid placeholder content or generic preview text
  • Ensure app description explains unique features and native integration

How Prepared Is Your Store for a Mobile App?

Find out with the App Readiness Score Test.

Answer a few quick questions and get a custom report on your app potential, missed opportunities, and where to level up.

Claim Your Free App Readiness Report →

📘 Other Apple Guidelines You Might Be Violating

Although most web-to-app rejections cite Guideline 4.0, your app might also fall into other categories, such as:

🔹 Guideline 4.2 – Minimum Functionality

“Your app should include features, content, and UI that elevate it beyond a repackaged website.”

🔹 Guideline 2.1 – App Completeness

“Apps must be fully functional and contain all necessary metadata before submission.”

🔹 Guideline 5.1.1 – Data Access

“You must request permission before accessing device features like camera or location.”

🚫 What NOT to Do (or You’ll Be Rejected Again)

Avoid these common mistakes when submitting or resubmitting your app:
  • Submitting a raw WebView without enhancements
  • Using placeholder content in your screenshots or description
  • Ignoring Apple’s Human Interface Guidelines
  • Offering nothing beyond what’s already available on your website
  • Re-submitting the same build without changes — it may result in a review delay or outright ban

✅ How ShopApper Helps You Get Approved — Fast

If you want convert to website to an mobile app with ShopApper, you don’t need to hire a developer or rebuild your site from scratch. We’ve helped clients get their apps accepted on the App Store, even after facing rejections.
ShopApper provides:
  • Real native UI enhancements — automatically
  • Native device integrations like push notifications
  • Custom launch screen + app icon support
  • Expert review & pre-submission check
  • Free re-submission help in case of rejection
💬 We know Apple’s review process — and we optimize your app for it.

📲 Got Rejected by Apple? Let’s Fix It.

Don’t let a “too simple” rejection block your launch. With ShopApper, you can rebuild and resubmit a compliant app in no time — no code required, and full support included.

👉 Fix My Apple App Rejection with ShopApper

👉 Talk to an App Launch Expert

👉 Explore Plans & Features

Start My Free App Setup

Features

  • Resources

Start By Industry

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
ShopApper vs. Mobiloud
ShopApper vs. AppMySite
ShopApper vs. AppPresser

Ece

Account Manager at ShopApper

I’m Ece, your Account Manager. I’m eager to learn about your business and assist you in achieving your goals.

Please share some info about your business so I can be fully prepared to answer your queries. I’ll reply within 15-20 minutes. Thanks!  :point_right:

Get All Your Questions Answered