App Store Guideline 2.3: Metadata & App Information Guide¶

Quick Answer¶

Apple App Store review rejects or restricts apps when metadata, privacy disclosures, functionality, or policy compliance checks fail.

Guideline 2.3 requires that all app information—including screenshots, descriptions, and keywords—accurately reflect the app's functionality and user experience. Metadata rejections are common when marketing materials diverge from actual in-app behavior.

1. Accurate Metadata (Guideline 2.3)¶

Your app's screenshots and description must be based on the actual app. - Accurate Metadata: Focuses on ensuring screenshots show the real UI. Avoid using marketing-only graphics that hide the actual app interface. - Device Frames: If you use device frames in screenshots, ensure they match the device type (e.g., don't use an iPhone frame for iPad screenshots).

2. Misleading & Incomplete Metadata¶

Apple audits for "bait and switch" tactics or missing technical details. - Misleading Metadata: Happens when the app name or keywords promise features that are not functional or are hidden behind paywalls without disclosure. - Incomplete Metadata: Often triggered when the "What's New" text is generic ("bug fixes") for a major version update, or when the description is too short to explain the app's purpose.

3. Metadata Mismatch¶

Metadata Mismatch: Occurs when the data in App Store Connect (like category or age rating) contradicts the actual content of the binary.
Category Alignment: Ensure your primary and secondary categories match the app's core utility. Misclassifying a utility app as a "Game" to gain visibility is a common rejection cause.

4. Recovery Strategy¶

Scrub Marketing Copy: Remove any superlative claims (e.g., "Best app ever") or references to other platforms (e.g., "Android version").
Refresh Screenshots: Upload high-quality, actual screenshots of the app in use.
Clarify Keywords: Remove brand names of competitors or unrelated high-traffic terms.

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