Apple Releases App Store Review Guidelines

In the “better late than never” category, today Apple released a new document that explains the app review process and lays out in casual language things to avoid to prevent your app from being rejected. This document is interesting because it’s more like having a conversation with Steve Jobs than reading a legally binding agreement.

Some of the text indicates Apple intends to be more serious with the apps that are allowed into the app store. “We have over 250,000 apps in the App Store. We don’t need any more Fart apps. If your app doesn’t do something useful or provide some form of lasting entertainment, it may not be accepted.” Later on the guidelines state, “We have lots of serious developers who don’t want their quality Apps to be surrounded by amateur hour.” I expect to see some developers get miffed, and some of the press to rail against Apple and their lack of openness. The guideline even preemptively addresses this. “If your app is rejected, we have a Review Board that you can appeal to. If you run to the press and trash us, it never helps.”

Here are some of the other interesting guidelines that were included.

2.11 Apps that duplicate apps already in the App Store may be rejected, particularly if there are many of them

Clearly aimed at flashlight and fart apps.

2.13 Apps that are primarily marketing materials or advertisements will be rejected

Apple will get some bad press on that one if companies like BMW or Disney sneaks a “marketing app” into the store.

3.4 App names in iTunes Connect and as displayed on a device should be similar, so as not to cause confusion
3.5 Small and large app icons should be similar, so as to not to cause confusion

Both of those are welcome additions to the rules.

4.2 Apps that use location-based APIs for automatic or autonomous control of vehicles, aircraft, or other devices will be rejected
4.3 Apps that use location-based APIs for dispatch, fleet management, or emergency services will be rejected

I have no idea what to make of those two rules.

8.4 Apps that misspell Apple product names in their app name (i.e., GPS for Iphone, iTunz) will be rejected

I didn’t realize that was an issue!

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