Apple has introduced several new quality improvement features. It has started evaluating all apps in the App Store to check if they are up-to-date and functioning correctly. If it finds that an app is outdated, doesn't follow the current review guidelines or is broken, it will contact the app owner and ask them to make the necessary changes to their app. The app owner then has 30 days to fix their app or it will be removed from the App Store. Apps that crash when they are launched will be removed immediately. App developers are therefore encouraged to ensure that their apps are functional, up-to-date and follow Apple's guidelines. Apple has also introduced a maximum character limit of 50 characters for all new app names. Apple hopes that this will stamp out the bad practice of using extremely long titles stuffed with keywords that provide no value to the user, which some app developers are guilty of.