In some 10% of cases where an app is sent back, that’s because it’s inappropriate. “There have been applications submitted for approval that will steal personal data, or which are intended to help the user break the law, or which contain inappropriate content,” Schiller says. — Phil Schiller, in a recent interview regarding the App Store. Apple receive a lot of submissions to the App Store, and I’m staggered that 10% of them are inappropriate in the ways outlined above. There must be an awfully large number of wasted hours spent developing applications that really never had any chance of being accepted.