How Apple Evaluates iOS Apps

When a client approaches us with an app they want to build for iOS, we’re not surprised when they express some apprehension. The Apple App Store has a strict vetting process for iPhone and iPad apps, rejecting about 30% of all submitted apps. Curious as to how Apple evaluates iOS apps? You’ve come to the right place.

Rejections often happen because Apple’s guidelines can be difficult to adhere to, especially the more abstract ones. Here are some brief examples of how we navigate clients through some of the more vague rules in order to greatly reduce the risk of their app not being accepted.

Ensure Quality UX and UI.

Apple built its success on the clean, simple design that has defined its products since the very beginning. And they tend to favor apps that have equally high design standards. Before we create the UX of a product, we research the most successful apps in that category and the design features they have in common. Then we think about how we can streamline the user experience from there.

Provide lasting value.

The iTunes Apple Store has over a million apps available to iOS users. It’s rare that developers create something completely unique. That’s why user experience makes all the difference in creating an app with lasting value. In our product research, we look at similar apps already on the market and brainstorm ways to streamline and add value to the user experience.

Develop a distinctive brand identity.

Creating a memorable and immersive brand experience is essential to rising above all the noise in the app market. Lyft, for example, positioned itself as the community-oriented app on the ride-sharing market with its pink and white color palette and cartoon-like icons. The consistent use of their brand across the app and even social media channels lets users know they can expect a fun, friendly experience and keeps Lyft top of mind for their next ride.

Although many of Apple’s guidelines do sound subjective, we have more control than it appears. Following the best practices we outlined above, we can greatly reduce the risk of rejection and ensure the success of our client’s apps on the market.