Even if the app itself is rated for mature audiences, everything visible on the public App Store listing — name, icon, screenshots, description — has to be suitable for all ages, since anyone browsing the Store can see it.
Common with mature-content or dating apps that use suggestive screenshots or explicit language in the public description, even when the in-app content itself is properly age-gated.
"Your app's metadata includes content that is not appropriate for all audiences, per guideline 2.3.8, regardless of your app's content or age rating."
Guideline 2.3.8 says the public listing must be appropriate for everyone, even if the app itself is aimed at adults. Anyone browsing the Store can see the name, icon, screenshots and description, so they must suit a general audience. Mature-content and dating apps often run into this when marketing images are suggestive.
The App Store is a public storefront seen by people of every age, including children who may be browsing with a parent's device. Apple separates what an app contains from how it is advertised: the in-app age gate protects users once they are inside, but the listing is visible before any gate applies. The rule makes sure the shop window is suitable for everyone, whatever is sold inside.
Yes. It needs a listing that is suitable for all viewers.
Yes, localised metadata is included.
Yes, previews are part of the public listing.
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.