Apple said the goal of the App Store is always to introduce new apps, and the company's App Review team assisted more than 180,000 new developers in launching apps in 2020. But in some cases, after an app is submitted, it may not be completed or approved to function properly because there is no adequate mechanism to review user-generated content.
In 2020, the App Review team rejected more than 48,000 apps because they contained hidden or undocumented features; more than 150,000 apps were rejected because they were found to be spam, plagiarized, or misled users into purchasing in a manipulative manner; and more than 215,000 apps were rejected for violating privacy regulations.
Apple says some developers evade the App Store Review Guidelines by fundamentally changing how their apps work. When such apps are discovered, they will be immediately rejected or removed from the App Store, with a 14-day appeals process for the developer and permanent account termination.
Apple said it recently deployed new moderation tools to verify the authenticity of ratings and review accounts, analyze written reviews for signs of fraud, and ensure content from deactivated accounts is removed.
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