Metadata rejections: Guidelines 2.3.3, 2.3.7, 2.3.10 and 2.3.12

App Store metadata rejections: Guidelines 2.3.3, 2.3.7, 2.3.10 and 2.3.12

App Store metadata rejections come from Guideline 2.3: screenshots must show the app in use in more than half of each device's set (2.3.3), names, subtitles and keywords may not carry trademarks, other app names, prices or irrelevant phrases (2.3.7), metadata may not show other mobile platforms (2.3.10), and "What's New" must describe significant changes (2.3.12).

Uptika teamPublished: November 5, 2026Last updated: November 5, 20266 min readMarkdown version

What does Guideline 2.3.3 require from screenshots?

Screenshots must show your app being used, and App Review counts. The guideline text (App Review Guidelines, last updated October 16, 2026):

"2.3.3 Screenshots should show the app in use, and not merely the title art, login page, or splash screen. They may also include text and image overlays (for example, to demonstrate input mechanisms, such as an animated touch point or Apple Pencil) and show extended functionality on device, such as Touch Bar."

Apple's 2.3.3 help article turns this into a rule: App Review takes the set for each supported device into account "and will approve only those submissions where more than half of screenshots show the app in use." Its example: with three screenshots per device, two must show the app in use; with four, three must. The rest can be marketing images.

What the article also says:

The count can differ by device, and one screenshot is enough if it shows the app in use.
Each localization's set is judged the same way.
One image of the app may span several screenshots.
Overlays, captions and a device frame are fine as long as the app interface is not crowded out. Hardware alone, or an overlay with no app behind it, does not count.
Update screenshots with each version so they match the current interface.

What does Guideline 2.3.7 forbid in names, subtitles and keywords?

2.3.7 covers the text fields that search reads. The full text:

"2.3.7 Choose a unique app name, assign keywords that accurately describe your app, and don't try to pack any of your metadata with trademarked terms, popular app names, pricing information, or other irrelevant phrases just to game the system. App names must be limited to 30 characters. Metadata such as app names, subtitles, screenshots, and previews should not include prices, terms, or descriptions that are not specific to the metadata type. App subtitles are a great way to provide additional context for your app; they must follow our standard metadata rules and should not include inappropriate content, reference other apps, or make unverifiable product claims. Apple may modify inappropriate keywords at any time or take other appropriate steps to prevent abuse."

"Unverifiable product claims" is where "best", "#1" and "most popular" in a subtitle get caught. The copycat help article adds: "Don't include references to popular app names or trademarked terms in any metadata field."

What are the keyword field rules?

The keyword field is hidden from users but read by search and by App Review. From Apple's App Store search page and App Store Connect Help:

The field holds 100 characters on the search page; App Store Connect Help states the limit as 100 bytes, so letters such as é, ü or ş take more than one.
Separate terms with commas and no spaces; phrases may contain spaces, as in Property,House,Real Estate.
Each keyword must be longer than two characters.
Don't repeat words already in your app name, subtitle or category. Your app is also searchable by its name and company name.
Avoid plurals of words you already use ("climbs" and "climb" count as duplicates), "app" or "game", filler words like "the", and special characters unless they are part of your brand.
Don't include unauthorized trademarked terms, celebrity names, terms not relevant to the app, competing app names, or offensive terms. Apple calls improper keywords "a common reason for App Store rejections."
Promotional text does not affect search ranking, so do not use it to display keywords.

What does Guideline 2.3.10 say about other platforms?

Keep the listing about Apple platforms. The text:

"2.3.10 Make sure your app is focused on the experience of the Apple platforms it supports, and don't include names, icons, or imagery of other mobile platforms or alternative app marketplaces in your app or metadata, unless there is specific, approved interactive functionality. Make sure your app metadata is focused on the app itself and its experience. Don't include irrelevant information."

This catches "also on Android" lines, other stores' badges, screenshots taken on another platform and status bars from other devices; the 2.3.3 help article notes that screenshots referencing third-party platforms, such as in a status bar, are assessed under 2.3.10.

What does Guideline 2.3.12 require in "What's New"?

Release notes must name significant changes. The text:

"2.3.12 Apps must clearly describe new features and product changes in their 'What's New' text. Simple bug fixes, security updates, and performance improvements may rely on a generic description, but more significant changes must be listed in the notes."

"Bug fixes and improvements" is acceptable only when that is all the version contains. "What's New" holds up to 4,000 characters, is not available for the first version and is required for every later one. Related 2.3.1(a) asks you to describe new features with specificity in the Notes for Review too; generic descriptions there will be rejected.

What do before-and-after fixes look like?

Invented examples for a budget planner, one per rule:

Field	Rejected version	Fixed version	Rule
Subtitle	#1 Budget App, Free Forever	Plan monthly spending by category	2.3.7: unverifiable claim, price term
Keyword field	budget, budgets, money app, [a rival app's name]	expense,savings,bills,allowance,payday	2.3.7 and keyword rules: spaces, plural, "app", other app name
Screenshot set	Splash art, logo, login, one app screen	Four app screens with captions, one brand image	2.3.3: majority must show the app in use
Screenshot caption	Only 0.99 this week	Set a limit, see what's left	2.3.7: prices in screenshots
Description	Also available on Android and the web	Syncs across your iPhone and iPad	2.3.10: other platform names
What's New	Bug fixes and improvements (version adds shared budgets)	New: shared budgets for two people. Fixed a sync delay.	2.3.12: significant change not listed

How do you resubmit after a metadata rejection?

Fix the field, then resubmit. Apple says that if your app was rejected for a metadata issue, you can resubmit the same build after resolving it; no new binary is needed. If you think the reviewer misread the listing, reply in App Store Connect first. The appeal guide covers when to go further, and the rejection reasons hub lists the other guidelines.

Where Uptika fits

Uptika does not decide review outcomes, but metadata is the part of a rejection you can check before you submit. The free Metadata Linter runs in your browser on your name, subtitle and keyword field and flags limits, repeats, singular and plural waste, other brands, "best", "#1" and "free", prices, emoji, ALL CAPS, other platforms' names and placeholder text. The free Listing X-Ray reads a live listing and shows its character use. In the panel, Sayfa denetimi (page audit) runs the same rejection-risk check on your live listing, and Kelime alanı (keyword field) packs the 100-character field without words already in the name or subtitle and without spaces after commas. Start on the free plan.

Questions

What is Guideline 2.3.3 screenshots?

2.3.3 says screenshots should show the app in use, not merely title art, a login page or a splash screen. Apple's help article adds the rule App Review applies: it approves only when more than half of the screenshots for each device show the app in use.

What is Guideline 2.3.7 accurate metadata?

2.3.7 asks for a unique app name of up to 30 characters and keywords that describe the app, and forbids packing metadata with trademarked terms, popular app names, pricing information or irrelevant phrases. Subtitles may not reference other apps or make unverifiable product claims.

Can screenshots show prices?

2.3.7 says names, subtitles, screenshots and previews should not include prices, terms or descriptions that are not specific to the metadata type, and 2.3.14 bars specific or discounted pricing in creative assets. Keep prices on the paywall inside the app.

Can I mention Android in my App Store listing?

No, unless there is specific, approved interactive functionality. 2.3.10 says not to include names, icons or imagery of other mobile platforms or alternative app marketplaces in your app or metadata. A status bar from another platform in a screenshot is also assessed under 2.3.10.

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

No. Apple's App Store Connect Help says that if your app was rejected for a metadata issue, you can resubmit the same build after resolving it.