Before you develop your app, it’s important to become familiar with the technical, content, and design criteria that we use to review all apps. We’ve highlighted some of the most common issues that cause apps to get rejected to help you better prepare your apps before submitting them for review.
At the bottom of the page, Apple lists the top reasons for app rejections in a seven-day period ending August 28, 2014.
Unsurprisingly, apps that exhibited bugs/crashes and that did not comply with the developer agreement were rejected, but the list also contains mentions of “less than very good” interfaces, apps with “screenshots not relevant to the App Store”, and apps with “icons similar to other apps”. All these are common traits of many apps that have been approved, not rejected.
Check out Apple's new webpage here.