App Store rejection guide

Apple rejected your App Store listing (Guideline 2.3): how to fix it

Last reviewed 3 November 2026

A 2.3 rejection is about what you say about your app, more than the app itself. It covers the name, description, keywords, screenshots, previews, category, age rating and even your review notes.

Short answer

Something on your App Store listing doesn’t match the app, or breaks a listing rule. Find the numbered part in the rejection, correct that item in App Store Connect, and check the rest of the listing against the same list before you resubmit.

What Apple is saying

“accurately reflect the app’s core experience”
Apple, App Review Guideline 2.3

Your metadata must do this and stay up to date with new versions. The rejection usually names a numbered part:

2.3.1: new features described specifically in the review notes, and no promoting features or prices the app doesn’t really offer. Misleading marketing can lead to removal and termination of your developer account.
2.3.2: make it clear when featured items need an extra purchase.
2.3.3: screenshots show the app in use, not only title art, a login page or a splash screen.
2.3.4: previews only use video screen captures of the app itself.
2.3.5 and 2.3.6: pick the right category, and answer the age rating questions honestly.
2.3.7: a unique name of up to 30 characters, accurate keywords, and no packing metadata with trademarks, popular app names, prices or irrelevant phrases.
2.3.8: icons, screenshots and previews suitable for a 4+ rating, even if your app is rated higher, and a name and icons that stay consistent.
2.3.9: you hold the rights to everything shown, and sample accounts use made-up details instead of a real person’s data.
2.3.10: no names, icons or images of other mobile platforms or app marketplaces, unless the feature is specifically approved.

The usual causes

Screenshots that are all marketing: a logo, a slogan or the login screen, with little of the app in use.
Features on the listing that aren’t in this build, or that are “coming soon”.
“Available on Android too” in the description, or an Android phone in a screenshot.
A stuffed name or subtitle, such as “Best Free Fitness App, Workout Planner”.
Prices or “free” claims in the name or screenshots, or paid items shown with no sign they cost extra.
Real customer data in screenshots, or images you don’t have the rights to.
Review notes like “bug fixes and improvements” when the update adds something new.
Privacy details that don’t match what the app collects. Apple counts these as metadata too.

How to fix it

Find the part named in the rejection and look at the screenshot Apple attached, if there is one.
Compare every claim with this build. Remove anything the reviewer can’t find and use.
Retake your screenshots from the real app, showing main features with sample accounts. Short captions on top are fine. Apple has a guide to screenshots.
Clean up the name, subtitle and keywords. Describe the app accurately and take out prices, competitors and trademarks that aren’t yours.
Mark paid features clearly in the description and screenshots.
Check category, age rating and privacy details while you’re there.
Write specific review notes: what’s new, where to find it and how to test it.
Reply to App Review with what you changed. If the rejection is only about the listing, you usually don’t need a new build. See how to reply.

Questions founders ask

Do we need a new build to fix a metadata rejection?

Usually not, if only the listing is wrong. Change it in App Store Connect and reply to App Review. If the listing is accurate and the app is missing the feature, the build has to change.

Can screenshots have marketing text on them?

Yes, overlays are allowed as long as the screenshots still show the app in use.

Can we mention that the app works on Android?

Avoid it. Apple says not to include names, icons or images of other mobile platforms unless there’s specific, approved interactive functionality.

More rejection guides

Based on Apple’s App Review Guidelines as last updated by Apple on 16 October 2026. Apple changes them from time to time, so check the current text on Apple’s developer site.