Your application's name, app icon, screenshots, and other aspects are declared on Apple's website, called iTunes Connect. Sales reports, app store rejections, contract and bank information, and app updates are all managed through the website at http://itunesconnect.apple.com.
The primary purpose of Apple's guidelines is to keep the iOS App Store safe and free of malware. There is certainly little to no malware found on the iOS App Store. Generally, the worst thing an iOS application could do to you is bombard you with ads. To a certain extent, the guidelines also reinforce Apple's revenue share with payments within your application. Sadly, some of Apple's guidelines controversially eliminate a competitor in a key area on iOS:
The key point here is to get your applications through the store approval process without facing App Store rejections. As long as you are not intentionally trying to break the rules, most applications will not face difficulty...