App Store RejectionGuideline 2.3.3 — Accurate Metadata

Stuffing your keywords field with competitor names got your app rejected.

Using competitor brand names, irrelevant trending keywords, or misleading category terms in your keywords field is a violation Apple actively enforces. The good news is this is one of the faster fixes. Here's what to change.

What Apple said

“Your app's metadata includes keywords or descriptions that are misleading, reference other apps, or use terms not relevant to the app's functionality. Apps may not use keywords that are irrelevant to the app's content and functionality.”

What this actually means

Apple's 2.3.3 violation is about honesty in metadata. The keywords field exists to help users find your app — not to poach traffic from competitors. Using names like 'TikTok alternative' or 'better than Notion' in keywords, or stuffing the description with trending unrelated terms, violates this guideline and can get your metadata rejected.

What Apple needs to see

  • Keywords that directly describe your app's actual features, category, and intended use
  • No competitor brand names, trademarked terms, or names of other apps in the keywords field
  • A description that accurately describes what the app does without marketing superlatives that can't be substantiated
  • Category selection that accurately reflects your app's primary function
  1. 1Open App Store Connect and review every keyword in your 100-character keyword field
  2. 2Remove any competitor names, brand names, or trademarked terms — even if framed as 'alternative to'
  3. 3Replace removed keywords with descriptive functional terms that genuinely match your app's features
  4. 4Read your description and remove any comparative claims against other named apps or services
  5. 5Use Apple's search ads keyword tool or a third-party ASO tool to find legitimate high-volume keywords relevant to your actual app category

While you're at it — Apple also requires these pages for every app.

Fix this rejection, then make sure you're covered on the compliance side too. Apple requires every app to link to a hosted Privacy Policy, Terms of Service, Support page, and Data Deletion page. No link means another rejection — just for a different reason.

Privacy Policy
Terms of Service
Support Page
Data Deletion Page
Generate my compliance pages — $9

Common questions

Can I use generic category terms like 'productivity' or 'task manager' in keywords?
Yes, generic category descriptors are exactly what the keywords field is for. What's not allowed is using the brand names of specific competing apps. 'Task manager' is fine; 'Todoist alternative' is not.
What about using popular culture references or trending terms that relate to my app?
If a trending term genuinely describes your app's content or functionality, it's usually fine. If you're adding it purely because it's trending and not because it describes your app, Apple may flag it as misleading. When in doubt, ask yourself whether a user searching that term would be satisfied finding your app.
Will fixing metadata require a new binary submission?
No. Metadata-only changes — keywords, description, screenshots — can be resubmitted without a new build. This makes 2.3.3 one of the quickest rejections to resolve since you don't need to go through a full build review cycle.