How to delete an app from iTunesConnect / App Store Connect
I submitted a brand new app to AppStore and it got rejected by the Lords ... (nothing new there). What I want to do is delete that app completely from my itunesconnect account. I don't know what apple recently changed but in the past once the app was rejected I use to see a "delete" button on the summary page. Now I don't see one anymore.
I even checked Apple official documentation HERE and that too says that I should be able to delete it from appstore using delete button as long as the app is in reject state but the delete button is no where to be found.
I already tried removing it from all territories under "rights & pricing" and availability date is in the past Jan 22nd, 2014 ... still no delete button is visible.
How can I remove it?
Note: there were no in-app purchases or game center.
Answer
Edit December 2018: Apple seem to have finally added a button for removing the app in certain situations, including apps that never went on sale (thanks to @iwill for pointing that out), basically making the below answer irrelevant.
Edit: turns out the deleted apps still appear in Xcode -> Organizer -> Archives and there is no way to delete them from there even if there are no archives! So more looks like a fake delete of sorts.
Currently (Edit: as of July 2016) there is no way of deleting your app if it never went on sale.
However, all information except for SKU can be edited and thus reused for a new app, including the app name, Bundle ID, icon, etc etc. Because SKU can be anything (some people say they use numbers 1, 2, 3 for example) then it shouldn't be a big deal to use something unrelated for your new app.
(Honestly though I'm hoping Apple will fix this soon. I almost hear some Apple devs finding excuses for not implementing it (you know, it will break the database and will kill innocent pandas) and some managers telling the devs to just frigging do it regardless.)