App Store 5.6.4 rejection: Ongoing app quality

Approval isn’t the end of maintaining the experience people paid for. Guideline 5.6.4 connects ongoing quality with developer conduct, including excessive customer complaints and refund requests.

Find the repeated failure

Group the actual complaints by issue: crashes, inaccessible purchases, misleading offers, abandoned services, or missing support. We’d reproduce the largest concrete problems using the affected version and account state instead of answering the notice with a general promise to improve.

Repair the service users receive

Fix the product or offer responsible for the complaints. Test purchase access, recovery, and support routes where they were involved. Keep release notes and customer communications accurate about what is fixed.

Give Apple the specific issues, completed corrections, and evidence from the affected flows. If improvement needs several releases, distinguish completed work from the remaining plan. The guideline doesn’t publish a universal complaint or refund threshold, so don’t assume staying below an invented number establishes compliance.