App Store Reject

Guideline 2.3.2

Guideline 2.3.2 - Performance - Accurate Metadata: Promotional Image Identical to App Icon

Low SeverityEasy FixTypical Fix: 1-2 hours1 Report
Also known as:Your promotional image is the same as the app's icon.The promotional image you provided does not adequately represent the in-app purchase product and appears identical to your app's icon artwork.Promotional images for in-app purchases must be unique assets and cannot reuse the application icon.Your win-back offer promotional image does not sufficiently distinguish the offer from the app icon.We found that the artwork submitted for your promoted IAP is not distinct from your primary app icon.

Our Take

This rejection is about the promotional image used for an In-App Purchase or win-back offer displayed on your product page — not your app icon submission itself.


Apple requires that promotional images for featured IAPs/offers be visually distinct and give users a sense of what the specific purchase or offer contains. Reusing the app icon as the promotional image fails this requirement because it conveys no information about the offer itself.


This is very likely caught by a human reviewer doing a visual comparison during App Store Connect review of promoted IAP content, not a fully automated system, since it requires judging visual similarity. The language is templated but the underlying check is real and specific: your promotional image asset for the IAP/offer matches (or is very close to) your app icon.


The fastest compliant path is to design a new 1024x1024 promotional image that visually represents the specific IAP or win-back offer (e.g., showing the unlocked content, a discount badge, or offer-specific messaging) and upload it in App Store Connect. This requires no code changes and no functional changes to the app.

Resolution Guide

01

Identify the flagged asset

In App Store Connect, go to Features > In-App Purchases (or Subscriptions > Win-Back Offers) and locate the promotional image tied to the flagged product.

02

Design a distinct promotional image

Create a new 1024x1024px PNG/JPEG that visually represents the specific IAP content or offer — e.g., a screenshot of unlocked features, offer text/badge ("50% Off"), or themed artwork tied to that purchase. Do not reuse the app icon, its color palette treated as a copy, or a simple crop of it.

03

Verify uniqueness across all promoted items

If you have multiple promoted IAPs or offers, confirm each has its own unique promotional image rather than sharing one generic asset.

04

Upload and save in App Store Connect

Replace the existing promotional image in the relevant IAP/offer configuration and save changes.

05

Resubmit for review

Submit the updated metadata. No binary rebuild is required since this is a metadata-only asset change.


Prevention

  • Treat promotional images as marketing assets distinct from your app icon — design them specifically to preview the value of each IAP or offer.
  • Maintain a style guide for promoted IAP images (dimensions, do's/don'ts) so future offers don't default back to the icon as a placeholder.
  • Before submitting, do a side-by-side visual check between your app icon and each promotional image.

    • Example Rejection Email

    From:Apple App Review Team
    Subject:Guideline 2.3.2 - Performance - Accurate Metadata: Promoti
    Guideline 2.3.2 - Performance - Accurate Metadata Issue Description We noticed that your promotional image to be displayed on the App Store does not sufficiently represent the associated promoted In-App Purchase and/or win back offer. Specifically, we found the following issue with your promotional image: – Your promotional image is the same as the app's icon. Next Steps To resolve this issue, please revise your promotional image to ensure it is unique and accurately represents the associated promoted In-App Purchase and/or win back offer.

    Before & After

    Before — Rejected

    The promotional image uploaded for the 'Premium Upgrade' IAP is identical to the app's 1024x1024 icon.

    After — Approved

    The promotional image now shows a preview of unlocked premium features with text highlighting the upgrade benefits.

    What changed: The new image gives users specific information about the IAP content rather than duplicating brand iconography.

    Before — Rejected

    A win-back offer uses the app icon with no discount messaging or visual differentiation.

    After — Approved

    The win-back offer image includes a '30% Off — Come Back' badge over relevant in-app imagery.

    What changed: The image now clearly communicates the specific offer, satisfying the accurate metadata requirement.

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