Getting the approval from the Apple store for iOS App sometimes become a very difficult and long task. The reason for that is threefold:

1. Due to Apples commitment to quality, they spend a lot of time to test and approve an App.

2. The Apps lack of compliance on certain important guidelines laid out by Apple.

3. The Apps lack of compliance on certain important guidelines NOT explicitly laid out by Apple but which still has a considerable impact on whether your App will be approved or not.

Here Ill be focussing primarily on the third. From my experience, Ive learnt that the following checkpoints need to be kept in mind before uploading an App on iTunes Connect.

1. Check Metadata (Most important):

   1. If your App requires login to test the app, then you should fill the demo account.

   2. Description should not contain any wrong information / future updates for the app / reference app name.

   3. Reference url: it should have proper website url.

2. Test data: Your app should not contain any test data. Apple rejects the app straight away if it contains any test data. App should only contain sensible data.

3. App should not contain any private API of iOS SDKs.

4. If its a social networking App with sharing options for photos, videos, text, then App must have an option to "mark it spam" for the inappropriate content.

5. If App uses Background Mode, then it should be mentioned in description and with reason. Also add disclaimer.

6. iPhone Apps must also run on iPad without modification, at iPhone resolution, and at 2X iPhone 3GS resolution.

7. If App is taking any personal information during registration, then it should have proper use inside the App else Apple will reject it.

8. App should not crash and also should not have broken url links.

9. Your app description and screenshots should clearly and accurately convey your app's functionality. This helps users understand your app and makes for a positive App Store experience.

10. Apps cannot use Push Notifications to send advertising, promotions, or direct marketing of any kind.

11. Apps that are not very useful, unique, or are simply web sites bundled as Apps, or which do not provide any lasting entertainment value may be rejected.

12. Store your apps data according to the following guidelines:

    1. User generated data should be saved in /Documents directory and will be automatically backed up on iCloud.

    2. Data that can be downloaded again should be saved in /Library/Caches directory.

    3. Data that is used only temporarily should be stored in the /tmp directory. Although these files are not backed up on iCloud, remember to delete those files when you are done with them so that they do not continue to consume space on the users device.

    4. Use the "do not backup" attribute for specifying files that should remain on device, even in low storage situations.