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There is lots of talk and frustration around the Apple iStore approval process.  It is opaque with what seems to be often arbitrary decisions as to what gets in to the store and what gets declined.

However the situation is improving, and with a bit of common sense you can improve the chances of getting your applications approved, and getting it approved quickly.  Our latest application  - the Milan Ecopass Check and Remind app was released in just a month whereas our latest upgrade to our Tracking application went through the whole process in about 2 weeks.

So how did we do it?

Firstly, understand the approval process.  Apple has over 100,000 applications in its store.  All the applications are checked by Apple employees, it is not outsourced or done by freelance employees.  This should improve consistency however it does mean that these approvers are busy.  Make the application clear and simple and provide as much detail in iTunes connect  so that the approvers know what the app is for and understands how it works.

A good tip, is to include information such as links to your other approved apps which may have the same features and provide feedback you may have received from Apple within the Demo Account – Full access section of the detail for your application.

Also, understand the Apple Human Interface guidelines.  Apple wants a consistent look and feel across its applications.  The user should be able to understand intuitively how your application works.  There should be clear information so the user knows what is happening, i.e., if the application is connecting to the internet then highlight this to the customer rather than showing a blank screen which may look as if the application has stopped working.

Obviously good coding is also paramount.  Ensure your application is not seeping memory which would cause it, or other applications to stop working.  Use lazy loading techniques to ensure it works quickly and efficiently.  Test the application thoroughly and with as many people as possible.  If you can understand how different people use the application and ensure it works smoothly no matter how it’s used, then this will help you with the approval process but also provide a better application to your customer.

Finally, if you do get stuck get to know people at Apple.  It is a large organisation and sometimes difficult to get through to.  However, they do appear to be making an effort and getting in touch by email and phone.  Get to know people there, keep a record of their name and contact details and if there is a problem then pick up the phone.

We hope this helps, send us your comments or get in touch!

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