Guideline 2.3: When Your Screenshots Get You Rejected
You thought your screenshots looked great. Apple thought they were "misleading." Here's what Guideline 2.3 actually means and how to fix it.
📋 TL;DR – Guideline 2.3 Quick Fix
- • Screenshots must show actual app UI (not mockups or rendered concepts)
- • Description can't promise features that don't exist yet
- • App name/subtitle can't contain misleading claims
- • No using other apps' names or trademarks in your metadata
- • Category must accurately reflect your app's primary purpose
What is Guideline 2.3?
Guideline 2.3 is Apple's rule against misleading users through your app's metadata. Here's what Apple's guidelines actually say:
"Apps with misleading metadata will be rejected. This includes misleading app names, icons, screenshots, previews, or descriptions that don't accurately reflect the app's content or functionality."
In plain English: Everything users see before downloading must match what they get after downloading. If your screenshots show features that don't exist, or your description promises things your app can't do, you'll get rejected.
Why This Exists
Apple gets thousands of complaints about apps that don't match their listings. This guideline protects users—and by extension, protects the App Store's reputation. It's also why Apple takes it seriously.
What Triggers a 2.3 Rejection
Based on rejection reports from developers, here are the most common causes:
Screenshot Misrepresentation
Screenshots that show UI or features not in the actual app. This is the #1 cause of 2.3 rejections.
Description Claims
Promising features that aren't implemented, or saying "coming soon" for core functionality.
Name/Subtitle Issues
Keyword stuffing, false claims like "#1 App", or using competitor names.
Wrong Category
Listing in "Games" when you're not a game, or "Education" for entertainment apps.
Screenshot-Specific Issues
Screenshots cause more 2.3 rejections than anything else. Here's what gets flagged:
✗ Mockups Instead of Real UI
You designed beautiful screenshots in Figma before the app was built. They show what the app WILL look like, not what it DOES look like. Apple calls this misleading.
Fix: Screenshots must be captured from the actual running app. You can add device frames and marketing text around them, but the app UI itself must be real.
✗ Enhanced/Modified Screenshots
Adding visual effects, animations, or UI elements in Photoshop that don't appear in the actual app. Even "beautifying" the UI beyond what's real is a violation.
Fix: If you want your screenshots to look better, improve the actual app's UI. Don't fake it in post-processing.
✗ Showing Unreleased Features
Screenshots show a "Dark Mode" toggle that's in development. Or a "Pro" tab that's coming in v2. If users can't access it now, don't show it.
Fix: Only screenshot features that are live in the build you're submitting. Update screenshots when new features ship.
✗ Wrong Device Screenshots
Using iPhone 14 Pro screenshots for iPhone SE slots, or showing iPad UI in iPhone screenshot slots. Apple checks that screenshots match the device they're for.
Fix: Capture screenshots on the correct device (or simulator set to that device's resolution).
✓ What IS Allowed
- • Device frames around actual screenshots
- • Marketing text/callouts outside the app UI area
- • Background colors/gradients behind the device
- • Arranging multiple screenshots in a single image (if all are real)
- • Localized screenshots for different languages
Description & Metadata Problems
"Coming Soon" Features
Writing "Cloud sync coming in next update!" in your description counts as promising something you're not delivering. Apple reviewers download your app and look for everything mentioned.
Unverifiable Claims
"#1 Fitness App" or "Best Photo Editor" or "Used by millions"—unless you can prove it, it's misleading. Apple has rejected apps for claims they couldn't verify.
Mentioning Other Apps/Brands
"Better than Instagram" or "Works with WhatsApp" (when it doesn't really integrate) gets flagged. Using competitor names to rank for their keywords is also a 2.3 violation.
Misleading Pricing
"Free" when core features require subscription. Or listing a price that doesn't match what's in the app. The free version must be genuinely useful.
How to Fix a 2.3 Rejection
Read the Rejection Carefully
Apple usually tells you which specific metadata element is the problem. "Your screenshots do not accurately reflect the app" tells you to fix screenshots, not description.
Capture Fresh Screenshots
If it's a screenshot issue, take new screenshots from the exact build you're submitting. Use the simulator or a real device—no Photoshop modifications to the app UI itself.
Audit Your Description
Read every sentence and ask: "Is this literally true in the current app?" Remove anything aspirational, superlative, or unverifiable.
Include Reviewer Notes
When resubmitting, explain what you changed. "We've replaced all screenshots with captures from the actual app" shows you understand and addressed the issue.
Prevention Checklist
Before Submitting, Verify:
Catch Metadata Issues Before Apple Does
Our AI Review Toolkit includes prompts that check your metadata against Apple's guidelines. Stop guessing what's "misleading."
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