Pre-Christmas, we submitted a medical app to Apple for approval. The app focuses on techniques, which were discussed at a major oncology medical congress, to help physicians screen, detect and diagnosis various types of cancers. We received a rejection response from Apple citing that our app was too simple and didn't provide compelling content. The app is "simple" - there's no fancy navigation or other fancy features. The app is intended to provide physicians insights into cancer screening techniques in a bid to save and extend peoples' lives, and I certainly consider that to be compelling content for doctors and other medical professionals working in the field of oncology. I replied to Apple, and am awaiting a response, but wanted to see what other medical professionals on this forum think. Since Apple have a section dedicated to "medical", which caters to medical professionals, I hardly think that apps in this section should conform to their so-called User Experience Guidelines section. On that note, we attended three major medical symposiums over the course of 2013 (in the fields of cardiology, oncology and neurology) and we spoke to scores of physicians at these events, many of which are Apple users. We spoke to them about apps and digital content, and the one constant response we received was that they [the physicians] didn’t care about the latest bells and whistles in apps – they were interested in easy to read, easy to access, world-class medical content that allowed them to extend a better quality of care to their patients. My question is this: for medical apps that target physicians should fancy features (which are a development investment from a coding perspective) take priority over highly-specialised content for apps that are purely educational in content?