Short answer
Replace any icon, screenshot or preview frame with violence, mature themes or crude content with images a 4+ audience can see. Remove “For Kids” and “For Children” from the name, subtitle, icon, screenshots and description unless the app is in the Kids Category. Keep the app name and every icon similar, then resubmit and say what changed in App Review notes.
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What triggers 2.3.8, and the fix
01
Screenshots or previews show mature content
“For example, if your app is a game that includes violence, select images that don’t depict a gruesome death or a gun pointed at a specific character.” Apple, Guideline 2.3.8
A game rated 17+ still needs 4+ store images. Swap gory or weapon-focused frames for gameplay that shows the app without them, and check in-app purchase images too.
02
The metadata says “For Kids”
“Use of terms like “For Kids” and “For Children” in app metadata is reserved in the App Store for the Kids Category.” Apple, Guideline 2.3.8
A learning app outside the Kids Category can’t use those words. Describe the subject and age range plainly instead, or choose the Kids Category and meet its rules.
03
The name or icons don’t match
“Remember to ensure your metadata, including app name and icons (small, large, Apple Watch app, alternate icons, etc.), are similar to avoid creating confusion.” Apple, Guideline 2.3.8
A store name that differs from the home screen name, or an alternate icon that looks like another app, confuses users. Keep one name and one recognizable icon across every size.
04
A localized listing was missed
Also check: every localization has its own screenshots and keywords. Fix them all before resubmitting, or the same note comes back.
Checked against the vendor’s docs on : App Store Review Guidelines: 2.3.8; Apple: App Review (replying and appeals).
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Resubmit before Apple’s holiday slowdown
Pay for the Diagnosis and send the rejection and access to the app by (US Eastern). The Diagnosis is back by . Pay for the Fix that day and it arrives as a pull request by , in time to build and resubmit before .
In past years Apple said reviews may take longer around the holidays: December 20 to 26 in 2024 (opens in a new tab), December 22 to 27 in 2023 (opens in a new tab), December 23 to 27 in 2022 (opens in a new tab). Apple hasn’t posted its 2026 dates yet (checked ). Approval stays Apple’s decision.
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Related: App Store Guideline 2.3 (accurate metadata) · App Store Guideline 4.1 (copycats) · App Store Guideline 1.2 (user-generated content) · App Store Guideline 4.2.3