App Review Guidelines, October 2026: the changes in plain words
Short answer: on October 16, 2026 Apple revised the App Review Guidelines. Two rules are new. 2.3.14 covers creative assets, the images that can now appear in the product page header and search results. 2.5.19 forbids hidden, dormant or undocumented features, the bait-and-switch pattern where an app changes after approval. Guideline 1.2 now names nonconsensual intimate imagery, including imagery made with AI tools, and applies to AI content creation apps. 3.1.1(a) merges the music streaming link entitlement into the StoreKit External Purchase Link bullet, and Section 5 says apps that facilitate human trafficking or child exploitation are also blocked from alternative distribution.
What changed, guideline by guideline
From Apple Developer News, October 16, 2026, and the guidelines page, read 20 October 2026. Read the guidelines for the exact wording.
| Guideline | Change | Who it touches |
|---|---|---|
| 1.2 User-Generated Content | Names nonconsensual intimate imagery, AI-generated too; covers social, UGC and AI content creation apps; Code of Conduct risk if safeguards fail | Apps where users create or share content |
| 2.3.14 (new) | Rules for creative assets on the App Store | Anyone uploading creative assets |
| 2.5.19 (new) | No hidden, dormant or undocumented features; formerly part of 2.3.1 | Every app |
| 3.1.1(a) | Music Streaming Services Entitlements bullet folded into StoreKit External Purchase Link Entitlements; links go to a permitted destination | Apps linking to outside purchases |
| Section 5 | Apps facilitating human trafficking or child exploitation removed and blocked from alternative distribution | Every app |
| Before and After You Submit | Links to more documentation | Everyone |
What 2.5.19 means: no bait-and-switch
The rule reads: «Don’t include any hidden, dormant, or undocumented features in your app», and your app’s functionality should be clear to users and App Review. Trying to hide features in the binary, for example through code obfuscation, is grounds for removal from the App Store and termination of the developer account. Apple says the rule clarifies a long-standing ban on apps that behave one way during review and then change after approval, such as switching on features the reviewed version did not have. In practice, describe every new feature in the Notes for Review field, which guideline 2.3.1 already requires, and keep remote flags from unlocking functionality App Review never saw.
What changed in 1.2 for UGC and AI apps
Guideline 1.2 already asked apps with user content for a filter, a report button with timely responses, a way to block abusive users and published contact details. It now lists nonconsensual intimate imagery next to IP infringement and bullying, and it explicitly covers social media, user-generated content platforms and AI content creation apps. Apple’s post says apps must proactively prevent and remove that imagery, including imagery generated with AI tools. Developers who fail to put safeguards in place, or do not fix violations after notice, may be found in violation of the Developer Code of Conduct and removed. If your app generates images, check that your filters cover uploads and outputs, not only text prompts.
2.3.14: rules for creative assets
Creative assets show your app’s value beyond screenshots and preview videos, and they can appear across the App Store, including the product page header and search results. The new rule says they must relate to your app’s content, functionality or brand, follow the standard metadata guidelines and suit all audiences. They must not include inappropriate content, references to other apps meant to mislead, unverifiable product claims, or specific or discounted pricing. Sizes and setup are in our guide to App Store creative assets.
3.1.1(a) and Section 5
In 3.1.1(a), the separate bullet on Music Streaming Services Entitlements is gone. Those entitlements now sit inside the StoreKit External Purchase Link Entitlements bullet, which lets apps in specific regions link to a permitted destination about other ways to buy, and approved destinations may vary by region. The guideline still says these entitlements are not needed for links and buttons in United States storefront apps. For the EU fee side, see Apple’s new EU business terms. Section 5 now states that apps facilitating human trafficking or the exploitation of children are removed from the App Store and blocked from alternative distribution as well.
What to do before your next submission
Read 1.2, 2.3.14 and 2.5.19 in full, since those three are the most likely to touch an ordinary app. Write specific Notes for Review for each new feature, check that nothing in the binary turns on later without a new review, and review creative assets for prices and claims you cannot back up. Translations of the updated guidelines arrive within one month. If a build gets rejected anyway, our list of common App Store rejection reasons covers the fixes, and App Store review times explains how long a resubmission takes. The other October change is the updated Developer Program License Agreement.
Where Censuus fits
Passing review puts your app on the store; being found brings people to it. Censuus ranks apps by visits and sponsorship, and adding your app is free on the List my app form. Apps climb on the visits they draw, and a sponsor can pay to rise higher.
Frequently asked questions
When were the App Review Guidelines last updated?
On October 16, 2026. Apple changed 1.2, 3.1.1(a) and Section 5, added 2.3.14 and 2.5.19, and added documentation links to Before You Submit and After You Submit.
What is App Review Guideline 2.5.19?
A new rule that bans hidden, dormant or undocumented features. Hiding features in the binary, for example through code obfuscation, can lead to removal from the App Store and termination of the developer account. It was formerly covered by 2.3.1.
What is App Review Guideline 2.3.14?
A new rule for creative assets. They must relate to your app or brand, follow the metadata guidelines, suit all audiences and avoid misleading references, unverifiable claims and specific or discounted prices.
What changed in guideline 1.2?
It now names nonconsensual intimate imagery, including AI-generated imagery, and explicitly covers social media, user-generated content and AI content creation apps. Failing to add safeguards or fix violations after notice can breach the Developer Code of Conduct.
When will translated guidelines be available?
Apple says translations will be on the Apple Developer website within one month of October 16, 2026.
Guides for app developers
- Apple Developer Program License Agreement, October 2026: the changes in plain words
- How long app review takes on the App Store and Google Play
- Common App Store rejection reasons and how to avoid them
- Apple’s EU business terms from October 1, 2026
- App Store creative assets: headers and search result visuals in iOS 27
- How to market a subscription app: what the stores require of your offer
Put your app in the ranking
Censuus ranks apps by the visits they draw and by sponsorship, no bots. Listing is free; sponsorship raises placement.