May 31, 2018, 10:00 AM.

An email arrived on my phone during work. From "App Store Connect."

This was the moment that would dramatically change my side project journey.

As someone who developed apps professionally, creating my own app wasn't particularly difficult technically.

The technical part was fine. I just needed an idea.

That's when I thought of "an app that instantly shows nearby convenience stores".

The reason was simple. Because I wanted it myself.

I often found myself thinking "Is there a convenience store nearby?" when out, and it was annoying to open Google Maps every time to search.

"Wouldn't it be convenient to see a list of nearby convenience stores with one tap?"

That thought inspired me to start development.

• Development Environment: Swift (iOS)
• Weekdays: 1-2 hours at night
• Weekends: About 4 hours in the morning

Fetch nearby convenience store info using Google Places API, then transition to Google Maps app on tap. Simple, but I thought it would be practical.

It was fun to see features completed little by little each day, and I developed with excitement.

"This will definitely be useful" "I can't wait to release it"

With those feelings, I continued development for about a month.

Late May 2018, the app was finally complete.

My first Apple review submission. With a mix of nervousness and anticipation, I clicked the submit button.

"The review results should come in a few days..."

Thinking that, my days of checking email constantly began.

During work, a notification on my phone.

An email from App Store Connect.

"Guideline 4.2.2 - Design - Minimum Functionality"

The moment I read the English text, my mind went completely blank.

The rejection reason translated to Japanese meant something like this:

Your app only aggregates content from the Internet with limited native iOS functionality. Since this content doesn't sufficiently differ from a mobile web browsing experience, it's not appropriate for the App Store.

In short, it was evaluated as "a minimal value app that just calls APIs".

For a month, I'd been developing with daily excitement.

I believed in what I wanted and thought it would be useful.

And it was told it had "no value".

I felt as if everything I'd done had been completely denied.

The hardest part was not being able to talk to anyone.

I hadn't told my family or friends about developing apps as a side project, so I couldn't share this failure with anyone.

Days of being depressed alone, worrying alone.

For 2-3 months, I was completely broken.

"Maybe I have no talent"

"Maybe I should give up on app development"

Such negative thoughts kept swirling in my head.

But at some point, I reconsidered.

"If I stop here, I'll really have nothing left"

Thinking that, I gradually started to face forward.

Even while depressed, I checked the App Store rankings every day.

"What kind of apps pass the review?"

"What's different about popular apps?"

Looking at the rankings, I noticed something:

1. There are no tool apps that just call APIs

   • Top apps all provide some unique value to users

2. Many reviews contain words of gratitude

   • Lots of voices saying "This helped me" "So convenient"
   • In other words, they're providing what users truly want

3. Simple, but with originality

   • Doesn't need to be complex. But has unique ingenuity

Through ranking research, I realized something important.

"What I want" alone isn't enough.

"What value does this have for users?"

"How is this different from other apps?"

I had completely lacked this perspective.

Around January 2019. About 8 months had passed since the rejection.

That day, while watching TV on the couch, the next idea suddenly came to me.

A simple game app.

"If users can enjoy playing this, that itself becomes value"

With a game, it's not just calling APIs. The user experience itself becomes value.

Thinking that, I decided to start development again.

Seven years later. Looking back now, that rejection was truly a good thing, I honestly think.

As a result, that app never saw the light of day.

But without that experience, I wouldn't be who I am today.

Development skills, user perspective, review handling - I learned it all from that failure.

At the time, I thought I had "no talent."

But that was wrong.

The rejection was due to the app concept, not my talent.

There's no need to blame yourself excessively.

Everyone goes through this.

What would have happened if my first app had passed review?

Probably, I might still be mass-producing self-satisfying apps.

Because of that rejection, I learned the importance of thinking from a user perspective.

Not just "what I want," but "what value does this have for users?"

Being able to have this perspective was the biggest gain.

If you're currently depressed about your app being rejected in review, I want to tell you something.

It's okay to be depressed.

I also worried alone for two months without being able to consult anyone.

But that failure isn't wasted.

It will surely lead to the next thing.

What's important is what you learn from it.

1. Research top-ranking apps

   • What value are they providing?
   • What are they being praised for in reviews?

2. Reconsider from user perspective

   • "What I want" → "What value does this have for users?"
   • This shift in perspective is crucial

3. Don't give up

   • Don't let the first failure be the end
   • The next idea will surely come

Seven years ago, I was depressed on the couch.

But now, I'm writing this blog and achieving over ¥600k monthly from side projects.

Because of that failure, I am who I am today.

I truly think so from my heart.

Your failure will surely lead to future success too.

Don't give up.