I've submitted an app to iTunes Connect via Xcode and I got an email from iTunes Connect which informs me about "Waiting For Review" situation at 4th of September. After waiting in the queue, on 9th of September, I got another email which notifies me that my app's status changed to In Review. Unfortunately, six calendar days later, my app's status is still "In Review". Therefore, I submitted a contact us form of iTunes Connect. They've sent a reply to me that my app is in still review, they'll inform me... etc. Up to now, I don't have any requests from Apple, emails about my app. Is it normal or not and what do I need to do?(My app contains Non-Consumable in-App purchase)
A month for a tricky review is possible. I've seen much longer.
Add the iOS 9 release crunch and you could be waiting 6 or more weeks. The only reason I would call would be if I was willing to cut content and remove a potentially troubling aspect of the app to smooth review.
Even then, it really depends upon context. Whether the app is under first review or this is a patch update. IAP can delay things but it really depends on how your app was built.