2.3.5 — Appropriate category selection

Picking a popular but inaccurate category, like Games for a non-game utility, to get more visibility rather than the category that actually describes the app's core function is a violation.

Usually caught when an app's actual functionality clearly doesn't match its declared primary category during the reviewer's hands-on testing.

The short version, in more detail

Guideline 2.3.5 says the primary category must describe what the app really does. Some developers choose a popular category, such as Games, for visibility even though the app is a utility or something else. Reviewers notice when hands-on use does not match the declared category.

Why this rule exists

Categories shape how people browse the Store, which charts an app can appear in and which review expectations apply to it. Choosing a busier category for exposure distorts those charts and misleads users who browse by interest. It can also be a way to avoid the stricter rules attached to another category. Requiring an honest primary category keeps browsing meaningful and makes sure that each app is judged against the standards that match what it really is.

What this guideline covers

• The primary and secondary category chosen in App Store Connect.
• The match between the category and the app's core function.
• Choosing categories for visibility instead of accuracy.
• Category-specific expectations that reviewers apply.

What usually triggers this rejection

• A utility submitted under Games to reach a larger audience.
• A category that is clearly unrelated to the app's main function.
• Switching categories to avoid stricter rules.
• A category that implies features the app does not have.
• Marketing that conflicts with the category.

How reviewers evaluate it

• Reviewers compare their hands-on experience with the chosen category.
• They consider the primary purpose of the app, not secondary features.
• They may apply category-specific guidelines once they classify the app.
• A clear mismatch is usually obvious within a few minutes.

Common misunderstandings

• A busy category is not a reason to select it.
• Apps can have a secondary category, but the primary one must be accurate.
• Category changes are possible, but they are reviewed too.

Common questions