Guideline 2.3.7 app name, subtitle and keywords, in plain English
“App names must be limited to 30 characters.”
Guideline 2.3.7 sets the rules for your app's name, subtitle and keywords: a unique name of no more than 30 characters, keywords that describe the app, and no other apps' names, trademarks, prices or filler stuffed in to game search. Apple can change inappropriate keywords itself. A 2.3.7 rejection is fixed by rewriting the metadata, not the app.
Checked against Apple’s guidelines on (Apple’s version of ). Apple’s reviewers make the final call.
What Guideline 2.3.7 means
The name must be unique and at most 30 characters long. Name, subtitle, screenshots and previews may not include prices, terms or descriptions that don't belong to that field, so "Free", "50% off" or a feature list in the name is out.
Keywords must accurately describe the app. Apple forbids packing any metadata with trademarked terms, popular app names, pricing or irrelevant phrases just to rank, and says it may change inappropriate keywords at any time.
The subtitle is extra context under the name. It follows the same rules and must not include inappropriate content, mention other apps or make claims that can't be checked, like "the number one" anything.
Names also meet Guideline 4.1: you can't use another developer's icon, brand or product name in your app's icon or name without their approval. And 2.3.8 asks that the app name and icons match across the store, so people aren't confused.
Why apps are turned down under Guideline 2.3.7
The name or keywords include another app's name or a trademark
"Like Instagram", a competitor's brand in the keywords, or a famous product in the subtitle, used to borrow its search traffic.
The name or subtitle includes a price or promotion
"Free", "Pro – 50% off" or similar in fields that are only for the name and a short description.
The subtitle makes a claim that can't be verified
"The best", "number one" or "most accurate" with nothing to back it up.
How to fix it and resubmit
- Rewrite the name as a unique name of 30 characters or fewer, with nothing in it but the name and, if you like, a short descriptive word.
- Rewrite the subtitle as a plain description of what the app does, with no prices, other apps or superlatives.
- Go through the keywords and remove other apps' names, trademarks, prices and anything that doesn't describe your app.
- Check the icon and name don't use another developer's brand without written approval.
- Save the metadata in App Store Connect, reply to App Review and resubmit; the build can stay the same.
How Borel helps
Borel's store listing keeps the App Store name separate from the name you used while building, and saving the listing refuses a name shorter than 2 or longer than 30 characters with a plain message, so Apple's length limit is met before anything reaches App Store Connect.
Borel doesn't write your keywords or subtitle; those stay as you set them in App Store Connect, so the rules on this page are yours to keep.
Questions people ask
How long can an App Store app name be?
At most 30 characters, according to Guideline 2.3.7.
Can I put a competitor's name in my keywords?
No. Apple forbids trademarked terms and popular app names in any metadata field when they're used to game search, and it may change inappropriate keywords itself.
Can my app name include the word "Free"?
Apple says names, subtitles, screenshots and previews should not include prices or terms that aren't specific to that field, so price words in the name invite a rejection.
Related guidelines
Words on this page
Make an iPhone app that's ready for review
Describe the app you want and see its first screens before you pay anything.
See your app free