The page details plenty of reasons why your app might not get the Apple thumbs up, as well as a top ten list of the most common dev faux pas. At number one is 'More information needed', accounting for a sizeable 14% of all App Store rejections. This basically means you didn't give Apple enough info to review the app properly.
Ranking second at 8% is the ominous sounding 'Guideline 2.2'. The not so nefarious ruling basically says Apple will shove your software if its buggy. Joint third (6%) are not complying with Apple's Developer Program License Agreement, and not offering a tidy, aesthetically pleasing, Jony Ive-style interface.
Apple places a high value on clean, refined, and user-friendly interfaces," reads the page. "Make sure your UI meets these requirements by planning your design carefully and following our design guides and UI Design Dos and Don'ts."
Here's Apple's full list:
14% - More information needed
8% - Guideline 2.2: Apps that exhibit bugs will be rejected
6% - Did not comply with terms in the Developer Program License Agreement
6% - Guideline 10.6: Apple and our customers place a high value on simple, refined, creative, well thought through interfaces. They take more work but are worth it. Apple sets a high bar. If your user interface is complex or less than very good, it may be rejected
5% - Guideline 3.3: Apps with names, descriptions, or screenshots not relevant to the App content and functionality will be rejected
5% - Guideline 22.2: Apps that contain false, fraudulent or misleading representations or use names or icons similar to other Apps will be rejected
4% - Guideline 3.4: App names in iTunes Connect and as displayed on a device should be similar, so as not to cause confusion
4% - Guideline 3.2: Apps with placeholder text will be rejected
3% - Guideline 3.8: Developers are responsible for assigning appropriate ratings to their Apps. Inappropriate ratings may be changed/deleted by Apple
2% - Guideline 2.9: Apps that are "beta", "demo", "trial", or "test" versions will be rejected
