How to fix a 2.3 rejection, step by step
Follow these steps in order. Each one is something we do on client work.
- Find the mismatch. The message usually names screenshots, description, name or previews.
- Re-capture screenshots from the build. 2.3.3 says screenshots should show the app in use, not just title art, a login page or a splash screen.
- Cut claims you can't show. Every feature in the description must exist in this build.
- Clean the keywords. 2.3.7 bans trademarked terms, popular app names and pricing information used to game the system.
- Check previews. 2.3.4 allows only video screen captures of the app.
- Check other-platform mentions. 2.3.10 says don't show other mobile platforms in your metadata.
Guideline 2.3 rejection: key rules and context
What the rejection means. Guideline 2.3 (Accurate Metadata) covers name, description, screenshots, previews, keywords and age rating (Review Guidelines). 2.3.3 is about screenshots; 2.3.7 about names and keywords.
Why it usually happens
- Screenshots of a splash screen or only illustrations.
- App name like "Budget Planner Expense Tracker Money Saver".
- Descriptions mentioning features that are coming soon.
- Another app's or brand's name in the keyword field.
- Platform mentions such as Android in iOS metadata.
How to fix it
- Replace screenshots with real UI, captions allowed (screenshot best practices).
- Shorten the name to a brand plus one clear descriptor (keywords guide).
- Remove unreleased features and competitor names.
- Re-check age rating answers.
What to tell the reviewer. Say which fields changed and that the metadata now matches the app. If no build change was required, reply and resubmit the same build.
How to avoid it next time. Write metadata from what's in the build, and check the ASO title checker before submitting.
Common mistakes
- Mock-ups that don't exist. Design overlays are fine; fake screens are not.
- Competitor names in keywords. Explicitly banned by 2.3.7.
- Android screenshots. Covered by 2.3.10.
- Price text in the name. Pricing information doesn't belong in metadata like the name.
If you want this handled for you, our pricing page lists every fixed package.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Say FitPulse lists "Apple Watch sync" and shows a watch screenshot, but the watch app isn't in this build. We'd remove the line and the screenshot now and restore them when the watch app ships. In the reply we'd note the removed claim and the screenshot set replaced.
The guidelines behind most rejections
The table maps each point to the guideline 2.3 rejection context. Rows are quoted or summarised from Apple's current App Review Guidelines. Apple revises the guidelines, so open the live document before you reply to App Review.
| Guideline | What it covers | Usual fix |
|---|---|---|
| 2.1 App Completeness | Final builds, working URLs, no placeholder content | Fix crashes, add a demo account, test every link |
| 2.3 Accurate Metadata | Description, screenshots and previews reflect the app | Re-shoot screenshots from the real app; remove claims you can't show |
| 2.3.7 | Unique name, accurate keywords, no trademarked or irrelevant terms | Remove competitor names and pricing from metadata |
| 3.1.1 In-App Purchase | Digital features and content unlocked via IAP | Move digital unlocks to StoreKit IAP |
| 4.2 Minimum Functionality | More than a repackaged website | Add native, useful features |
| 4.3 Spam | No duplicate bundle IDs or saturated copycat apps | Consolidate apps; show what is unique |
| 5.1.1 Data Collection and Storage | Privacy policy, permissions, account deletion (5.1.1(v)) | Add policy links, clear purpose strings, in-app deletion |
App Store text fields and their limits
These are the limits App Store Connect enforces today. Plan your copy against them before you write a word.
| Field | Limit | Notes |
|---|---|---|
| App name | 2–30 characters | Shown on the product page and in search |
| Subtitle | 30 characters | Appears under the name |
| Keywords | 100 bytes | Comma-separated, each keyword more than two characters; don't repeat app or company name; no other app or company names |
| Promotional text | 170 characters | Above the description; can change without a new submission |
| Description | 4,000 characters | Plain text, no HTML |
| What's New | 4,000 characters | Required for every version after the first |
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Screenshots from this build
- Every described feature present
- No competitor or trademark terms
- Preview uses only in-app capture
- No other platforms mentioned
- Metadata suitable for 4+ (2.3.8)
Sources
- Apple: App Review Guidelines (accessed 26 October 2026)
- Apple: Creating your product page (accessed 26 October 2026)
- Apple App Store Connect Help: App information (accessed 26 October 2026)
- Apple App Store Connect Help: Platform version information (accessed 26 October 2026)
Questions
Can screenshots include captions?
Yes, as long as the app UI is shown.
Can I mention competitors?
No, not in keywords or name.
Is keyword stuffing in the subtitle allowed?
No; write a readable phrase.
Do I need a new build?
Not for metadata-only fixes.
Can you rewrite my metadata?
Yes, the ASO package does it.
Are text overlays on screenshots allowed?
Yes. Guideline 2.3.3 allows text and image overlays, as long as the screenshots show the app in use.