The most common reasons App Store rejects screenshots, ordered by how often I see them in the wild.
1. UI in the screenshot is not in the app
You added a banner that says "AI-powered" but the app has no AI feature visible. Reviewer flags it as misleading. Either ship the feature or remove the banner.
2. Hardcoded English in a non-English locale
The screenshot is "translated" but the bottom tab bar still says "Home / Settings". Apple checks that real-looking UI text matches the listing locale.
3. Wrong dimensions
Often a silent reject — the upload simply fails with "Asset validation failed". Always verify pixel size before upload.
4. Watermarks or "beta" labels
Stock photo watermarks, design-tool branding, or "ALPHA" stamps in the corner. Apple wants the listing to look like the shipped app.
5. Promises the app does not deliver
"Free forever", "No ads", "Unlocks all features" — these all get checked during review. Match the screenshot to what a fresh install actually shows.
6. Inconsistent language fragments
Common with auto-translation: half the buttons localize, the rest stay in English. Reviewer rejects as "incomplete localization."
7. Misuse of Apple imagery
Showing the App Store icon inside your screenshot, or framing your app inside an Apple device mockup that you do not own rights to.