Apple rejects most applications because they're incomplete, have bugs, have a substandard interface or aren't abiding by Apple's developer guidelines.
Apple decided to report the main reasons it rejects apps and settled on the top 10:
- 14% More information needed
- 8% Guideline 2.2: Apps that exhibit bugs will be rejected
- 6% Did not comply with terms in the Developer Program License Agreement
- 6% Guideline 10.6: Apple and our customers place a high value on simple, refined, creative, well thought through interfaces. They take more work but are worth it. Apple sets a high bar. If your user interface is complex or less than very good, it may be rejected
- 5% Guideline 3.3: Apps with names, descriptions, or screen shots not relevant to the App content and functionality will be rejected
- 5% Guideline 22.2: Apps that contain false, fraudulent or misleading representations or use names or icons similar to other Apps will be rejected
- 4% Guideline 3.4: App names in iTunes Connect and as displayed on a device should be similar, so as not to cause confusion
- 4% Guideline 3.2: Apps with placeholder text will be rejected
- 3% Guideline 3.8: Developers are responsible for assigning appropriate ratings to their Apps. Inappropriate ratings may be changed/deleted by Apple
- 2% Guideline 2.9: Apps that are "beta", "demo", "trial", or "test" versions will be rejected
The important thing to notice is that Apple's rejections are mostly based on common sense. Why would you try to put a substandard or "beta" app in the App Store? Or why would someone not fill out the paperwork correctly, use broken links or an already used name? Such things are lacking professionalism, so it's not surprising they risk rejection. The guidelines are meant to be part of Apple's quality control and it works.