App Store Reject

Guideline 2.3.7

Guideline 2.3.7 - Accurate Metadata: App Name Exceeds 30 Characters

Low SeverityEasy FixTypical Fix: 1-2 hours1 Report
Also known as:App name exceeds 30 charactersApp name includes terms used for keyword purposesApp name contains descriptions that are not part of the app's brand nameApp subtitle includes keyword stuffing

Our Take

Apple is rejecting your app because the app name exceeds the 30-character limit. This includes spaces and punctuation. Developers often run into this when they try to pack keywords into the app name to improve App Store search ranking -- Apple considers this a form of keyword stuffing even if the name technically describes the app. The 30-character limit applies to the 'Name' field in App Store Connect, not the bundle display name in your binary (which has a softer limit). Your App Store name and your binary display name don't have to match exactly, but they should be recognizable as the same app. This rejection sometimes comes bundled with keyword stuffing concerns. If Apple thinks you're using the app name primarily for SEO rather than identification, they may cite both the character limit and the keyword stuffing aspects of 2.3.7.

Resolution Guide

01

Shorten the name to 30 characters or fewer

Count every character including spaces and punctuation. The name field in App Store Connect enforces this, but you may have submitted before the limit was enforced or changed the name in a way that now exceeds it.

02

Move keywords to the subtitle

Your subtitle (also 30 characters) is a legitimate place for descriptive terms. Use the name for your brand and the subtitle for what the app does.

03

Use the keyword field

App Store Connect has a dedicated 100-character keyword field. Put your SEO terms there, not in the name or subtitle.

04

Remove generic descriptors from the name

Terms like 'App', 'Free', 'Best', 'Pro', or category names ('Photo Editor', 'Fitness Tracker') after your brand name are usually what Apple wants removed.

05

Verify the subtitle separately

Apple enforces the same 30-character and anti-keyword-stuffing rules on the subtitle.

Prevention

  • Keep your app name as your brand name only
  • Use the subtitle for a brief value proposition
  • Use the keyword field for SEO terms
  • Don't include pricing terms like 'Free' in any metadata field

    • Example Rejection Email

    From:Apple App Review Team
    Subject:Guideline 2.3.7 - Accurate Metadata: App Name Exceeds 30 C
    Guideline 2.3.7 - Performance - Accurate Metadata Your app name exceeds the maximum character limit. App names must be 30 characters or less. Additionally, your app name includes terms or descriptions that are not part of the app's name and appear to be used for keyword purposes. Next Steps: Please revise your app name to be 30 characters or fewer and ensure it reflects only the app's name without additional descriptive terms used for discoverability.

    Before & After

    Before — Rejected

    App name: 'FitTrack - Best Workout Fitness Tracker & Calorie Counter Free' (63 characters)

    After — Approved

    App name: 'FitTrack' (8 characters), Subtitle: 'Workout & Calorie Tracker' (25 characters), Keywords: 'fitness,workout,calorie,counter,exercise,health,free'

    What changed: Your brand name goes in the Name field. Descriptive terms go in the Subtitle. SEO keywords go in the Keywords field.

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