1. APP名称过长,抑或是副标题里包含了搜索关键字

#原因: 
发件人 Apple
2. 3 Performance: Accurate Metadata
Guideline 2.3.7 - Performance - Accurate Metadata


Your app name to be displayed on the App Store includes keywords or descriptors, which are not appropriate for use in an app name.

Specifically, the following words in your app name are considered keywords or descriptors:

Next Steps

To resolve this issue, please revise your app name to remove any keywords and descriptors from all localizations of your app. Keywords can be entered in the Keywords field in iTunes Connect to be used as search terms for your app.

Please also remember to re-evaluate your app name title to ensure it’s 50 characters or less.

Resources

For information on how to revise your app name, please review Renaming a Project or App.

For information on changing the app name and other metadata in iTunes Connect, please review the View and edit app information page.


Guideline 2.3.7 - Performance - Accurate Metadata (元数据被拒绝)
Your app name or subtitle to be displayed on the App Store includes keywords or descriptors, which are not appropriate for use in these metadata items.
Specifically, the following words in your app name or subtitle are considered keywords or descriptors:
就是说你这个app的名称不规范,没有按照苹果开发者协议的来搞,
名称里或者副标题里包含了搜索关键字,而搜索关键字是检索app
的一个作用,苹果不建议APP名称里头有关键字,大多数时候会被拒。

2. APP过于简单,和别人家的app重复,或者是仿写的APP...

#原因: 
4. 3 Design: Spam
Guideline 4.3 - Design - Spam


Your app duplicates the content and functionality of apps currently available on the App Store, which is considered a form of spam. 

Apps that simply duplicate content or functionality create clutter, diminish the overall experience for the end user, and reduce the ability of developers to market their apps.

You will experience a delayed review process if you deliberately disregard the App Store Review Guidelines, ignore previous rejection feedback in future app submissions, or use your app to mislead or deceive users.

Additional Information

We want to provide a safe experience for users to get apps and a great opportunity for all developers to be successful.

Deliberate disregard of the App Store Review Guidelines and attempts to deceive users or undermine the review process is a direct violation of section 3.2(f) of the Apple Developer Program License Agreement. Continuing to violate the Terms & Conditions of the Apple Developer Program will result in the termination of your account, as well as any related or linked accounts, and the removal of all your associated apps from the App Store.

If you believe we have misunderstood or misinterpreted the intent of your app, you may submit an appeal for consideration or provide additional clarification by responding directly to this message in Resolution Center in iTunes Connect.

For app design information, check out the following videos: "Best Practices for Great iOS UI Design" and "Designing Intuitive User Experiences," available on the Apple Developer website.

You may also want to review the iOS Human Interface Guidelines for more information on how to create a great user experience in your app.

If you cannot - or choose not to - revise your app to be in compliance with the App Store Review Guidelines, you may wish to build an HTML5 web app instead. You can distribute web apps directly on your web site; the App Store does not accept or distribute web apps.

HTML5 is the major new version of HTML and enables audio and video to play natively in the browser without requiring proprietary plug-ins. Using HTML5, web apps can look and behave like native iPhone and iPad apps, and using HTML5's Offline Application Cache, a web app can work even when the device is offline. With web apps, you have flexibility to deliver as much or as little functionality as you desire. 

To get started with iPhone or iPad web apps, please review the Safari Client-Side Storage and Offline Applications Programming Guide.

For a description of the HTML elements and attributes you can use in Safari on iPhone, check out Safari HTML Reference: Introduction.

Guideline 4.3 - Design - Spam

苹果审核Guideline 4.3 - Design - Spam解决办法！
关于Guideline 4.3 - Design - spam 以及 3.2(f) of the Apple Developer Program License Agreement 上架被拒

3. 应用过于简单,被认为是Demo,功能简单重复或者是垃圾应用什么鬼 ,反正就是不值得放在应用市场上的意思(原生内容太少,里面嵌入了大量的H5)

4. 2 Design: Minimum Functionality
We encourage you to review your app concept and incorporate different content and features that are in compliance with the App Store Review Guidelines.

We understand that there are no hard and fast rules to define useful or entertaining, but Apple and Apple customers expect apps to provide a really great user experience. Apps should provide valuable utility or entertainment, draw people in by offering compelling capabilities or content, or enable people to do something they couldn't do before or in a way they couldn't do it before.

4. 苹果对于发马甲包(ASO优化的一种策略)的行为,被拒多次之后,先是不给你审核,拖长审核期,最后发出一则警告⚠️邮件 , 如果再次上传就封号什么的,还会影响主app的销售运营(PS.多么惨痛的教训,前辈无数次的尝试告诉我们搞什么狗皮膏药广告就应该多个马甲,轮换着进行,这样才不容易被发现....)

Dear Developer,

We have determined that your Apple Developer Program membership, or another membership associated with your developer account, has been used for dishonest or fraudulent activity. This is prohibited by Section 3.2(f) of the Apple Developer Program License Agreement:

"You will not, directly or indirectly, commit any act intended to interfere with the Apple Software or Services, the intent of this Agreement, or Apple’s business practices including, but not limited to, taking actions that may hinder the performance or intended use of the App Store, B2B Program, or the Program."

As a result of this activity, you are no longer able to submit updates.

Continuing to engage in dishonest or fraudulent acts may result in the removal of your apps from the App Store and termination of your Apple Developer Program membership and all associated memberships.

This letter is not intended to be a complete statement of the facts regarding this matter, and nothing in this letter should be construed as a waiver of any rights or remedies Apple may have, all of which are hereby reserved.

Best regards,

App Store Review

5. 对于一些不需要账号即可体验和浏览的app应用,不能将登陆注册前置并且是那种强制登录的流氓行为(除非是社交类,金融类的,没有账户不能体验的那种就可以),苹果是拒绝的,毕竟苹果的理念也是为了客户用的爽,影响客户体验的东西肯定是会受到打击禁止🚫的, 审核直接劝退~

We noticed that your app requires users to register with personal information to access non account-based features. Apps cannot require user registration prior to allowing access to app content and features that are not associated specifically to the user.
Specifically, your app forces users to login before they can read the news.
We features that your app requires users to register or log in, prior to accessing non account-based features. Apps cannot require user registration or login prior to allowing access to app content and features that are not associated specifically to the user.
Next Steps

User registration that requires the sharing of personal information must be optional or tied to account-specific functionality. Additionally, the requested information must be relevant to the features.