Every screenshot submitted to the App Store Connect listing must reflect the real, current app experience on that device — no composited mockups, no screenshots from a different app version, no borrowed screenshots from a web or Android version.
Why apps actually get flagged
Common with cross-platform apps that reuse marketing screenshots across stores, or when a redesign ships without updating the listing's screenshots to match.
A real example
"Your app's screenshots do not sufficiently reflect the app in use. Screenshots must show the app's UI as it will appear when the app is reviewed."
The short version, in more detail
Your App Store screenshots are part of the review, not just marketing. Apple expects them to show the real app in use, to match the build being reviewed, and to avoid misleading claims. Rejections here are frustrating because the app itself may be fine and only the listing is the problem.
What this guideline covers
Whether screenshots show the actual app in use, not only title art, login screens or splash screens.
Whether features, prices and content shown actually exist in the submitted version.
The sizes and device formats Apple requires for each supported device class.
Whether images include content, people or brands the developer does not have rights to use.
What usually triggers this rejection
Screenshots show only a splash screen, login screen or title art instead of the app's main experience.
Marketing images with devices and text that do not include real app screens.
Features, prices or content shown in screenshots that are not in the submitted build.
Screenshots from another platform or with another platform's interface elements.
Wrong sizes, or screenshots that look stretched or cropped in a way that hides the real interface.
Imagery that uses people, logos or content the developer does not have rights to.
How reviewers evaluate it
Reviewers compare the screenshots with what they see when they run the build.
They look for claims that are not backed by features in the app.
They check that the images are appropriate for all audiences and do not misrepresent the product.
Metadata is reviewed alongside the binary, though it can be changed separately.
Common misunderstandings
Designed marketing images are allowed, but they still need to show real app content.
Screenshots are not just decoration. They are checked as part of the submission.
A metadata rejection does not always mean a new build is needed.
Common questions
Can screenshots include device frames and captions?
Generally yes, as long as the app's real interface is visible and the text is accurate.
Do screenshots have to be in every language?
Only for languages you list. Content shown for each locale should be accurate for that listing.
Are app previews held to the same standard?
Yes. Video previews are expected to show the actual app, and a separate guideline covers their requirements.
Platform rules change often. This page is a plain-language explanation written by AppReviewFix, not official guidance. Check the current App Store Review Guidelines for the exact wording.
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