LocalASOASO glossary
App Review Guidelines
The App Review Guidelines are Apple's published rules for apps on the App Store. App Review checks submissions against them. For ASO the useful parts are the ones that govern your listing text, images and links.
Updated
Guidelines that govern metadata
| Guideline | What it says |
|---|---|
| 2.1(a) | Submissions should be final versions with all necessary metadata and working URLs; remove placeholder text and empty websites |
| 2.3 | Metadata, including privacy information, description, screenshots and previews, must accurately reflect the app's core experience and be kept up to date with new versions |
| 2.3.1(a) | New features and product changes must be described with specificity in Notes for Review; generic descriptions will be rejected |
| 2.3.3 | Screenshots should show the app in use |
| 2.3.7 | Choose a unique app name; do not pack metadata with trademarked terms, popular app names, pricing or irrelevant phrases; subtitles follow the same rules |
| 5.1.1(i) | A privacy policy link is required in App Store Connect and in the app |
See also keyword stuffing for how 2.3.7 applies to keywords.
Why ASO work must respect them
Every ASO change is a metadata change, and metadata is reviewed. A keyword trick that violates 2.3.7 can cost a rejection or lead Apple to modify your keywords. Accuracy under 2.3 also covers screenshots: they must show the app, not only art.
Pre-submission checklist
- No placeholder text or dead links.
- The name and subtitle contain no competitor, trademarked or price terms.
- Screenshots and previews match the shipped app.
- The privacy policy link works and privacy details are current.
- Notes for Review name every new feature specifically.
Example
A hypothetical habit tracker adds a widget in version 2.4. Its Notes for Review say "Adds a home screen widget that shows today's habits; enable it from the widget gallery", not "bug fixes and improvements".
Next step
Learn what happens after you submit in App Review and why listings get bounced in metadata rejection.
Sources
- Apple: developer.apple.com/app-store/review/guidelines (checked November 1, 2026)
- Apple: developer.apple.com/app-store/review/guidelines/#accurate-metadata (checked November 1, 2026)
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