Prepare App Metadata
Metadata must match the app’s actual behavior: description / keywords / privacy / support URL / privacy policy — none can be missing. Metadata is both your first impression to reviewers and the decisive factor in user conversion.
Required Metadata
| Field | Requirement | Suggestion |
|---|---|---|
| Description | Highlight core value; avoid exaggeration | State main features and target users in the first paragraph |
| Keywords | Comma-separated | Avoid duplicates and competitor brand words |
| Support URL / Marketing URL | Accessible and app-related | Use long-lived domains to avoid 404 |
| Privacy Policy URL | Required | Include data collection, purpose, deletion/opt-out |
| Contact info | Review contact email/phone | Real and promptly reachable |
App Privacy Nutrition Labels
- Fill in App Store Connect: what data is collected, purpose, whether linked to the user, and whether used for tracking.
- Declare honestly the SDKs and data types actually used.
- If you declare “no tracking”, confirm you haven’t integrated tracking SDKs.
- Mismatches between labels and actual behavior are a common rejection reason.
Privacy has become a major rejection area in recent years. The principle is simple: declare exactly what your app actually collects and why. Better to over-declare than to hide and get removed after a spot check.
Permission Descriptions
- Provide specific purpose descriptions in Xcode’s
Info.plistfor camera/mic/location. - For example,
NSLocationWhenInUseUsageDescriptionshould say “used to recommend nearby stores” rather than a vague “needs your location”. - Descriptions must match actual functionality; avoid “generic descriptions” that get rejected.
Common Metadata Rejections
- Description exaggerates features that don’t exist.
- Screenshots/previews inconsistent with the description.
- Privacy policy missing or link broken.
- Third-party SDK data collection undeclared.
- Keyword stuffing with competitor brand words.
Self-Check List
- Description, keywords, support/marketing URL, privacy policy URL complete
- Privacy labels match actual app behavior
- Info.plist permission descriptions specific and accurate
- Contact info real and valid
- No exaggerated promotion, no third-party payment guidance
FAQ
- Do keywords take effect immediately? No — search results update with delay; keywords affect search matching, not display.
- Can I compare competitors in the description? Not recommended; it risks trademark and unfair competition issues.
- How to write a privacy policy? At minimum: what you collect, how you use it, whether you share it, how users delete/opt out, and contact info. Adapt a mainstream template to your reality.