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Bad ratings on the appstore are catastrophic in a time where app placement within the appstore dictate app downloads. A couple bad ratings can quickly kick an app down those charts. What this really means is that an iPhone user would now have to further scroll down, refine their search, or tab over multiple pages just to see said app.
The quality of an app cannot be stressed enough – generally, low quality = bad ratings (and bad ratings = minimal downloads). A framework that I’m currently using to perform automated testing is IMAT (Intuit Mobile Automation Toolkit). I highly recommend checking IMAT out.