Original MacDigest illustration of app review guidance and creative materials. The artwork is conceptual and does not reproduce Apple’s interface or guidelines.
Apple updated its App Review Guidelines on October 16, 2026, with changes affecting content safeguards, feature disclosure and App Store artwork. Its revision summary distinguishes newly added rules from clarifications of existing policy. For developers preparing a submission, the useful next step is a focused review of the app and its listing.
Check content safeguards
Apple’s explanation of the update says moderation requirements now explicitly cover nonconsensual intimate imagery, including AI-generated material. Inadequate safeguards or failure to remedy violations after notice can lead to Developer Code of Conduct consequences.
Section 1.2 identifies AI content-creation apps alongside social and user-generated-content platforms. It requires filtering, reporting with timely responses, blocking abusive users and published contact information.
Before submitting, walk through those mechanisms as a user would. Confirm that reports reach someone who can act and that removal procedures cover generated content as well as uploads.
Make functionality visible to reviewers
Apple says rule 2.5.19 clarifies its longstanding hidden-feature policy, previously covered under 2.3.1. The numbering is new; the underlying prohibition already existed.
The current rule prohibits hidden, dormant or undocumented features and makes concealing undocumented functionality in the binary grounds for app removal and account termination.
Review feature access, test accounts and submission notes together. Make the intended experience accessible and explain non-obvious behavior. The update does not establish a blanket prohibition on feature flags.
Review creative assets separately
New rule 2.3.14 addresses creative assets. Apple’s asset guidance places these on iOS 27 and iPadOS 27 or later, including product pages and search results. They can communicate branding or seasonal content beyond an in-use screenshot, but must remain relevant, suitable for all audiences and free of unverifiable claims or specific discounts and prices.
Review that artwork separately from screenshots and preview videos before submission.
Apple gives no separate compliance deadline or migration procedure in these notices. Translations are promised within one month; that timetable is not a stated grace period.
