Apple revised the App Review Guidelines on October 16, 2026. Most of the changes are clarifications, but two are worth a minute if you ship iOS apps.
What changed
- 2.5.19 (new number): hidden, dormant, or undocumented features. This used to sit inside 2.3.1. Now it is its own guideline and it names code obfuscation. The penalty can be removal and developer account termination. If a remote flag can turn on something the reviewer never saw, document it in Notes for Review or remove it from the binary.
- 2.3.14 (new): creative assets. The new creative assets that can appear in the product page header and search results follow normal metadata rules. No unverifiable claims ("#1", "best"), no misleading references to other apps, and no specific or discounted pricing.
- 1.2: user generated content. Clarified which apps it covers, and that failing to add safeguards, or to fix violations after notice, can be treated as a Code of Conduct issue. If users post or generate content (including AI images), you need filtering, reporting, blocking, and contact info.
- 3.1.1(a): the Music Streaming Services Entitlement bullet was folded into the StoreKit External Purchase Link Entitlements bullet.
Source: Apple Developer News, Oct 16, 2026: https://developer.apple.com/news/?id=92th7e5i
The 5 rejections that keep coming up
Apple's 2025 transparency report counts 2,093,244 rejected submissions, with Performance cited in 1,354,418 of them, more than any other section. 387,087 submissions were approved after a rejection. (https://www.apple.com/legal/app-store/transparency/2025/)
- 2.1 App Completeness. Crash on a device you did not test (often iPad, since iPhone apps also run there), a backend that was off during review, or a demo account that expired or needs 2FA. Fix: a demo account with no 2FA and sample data, plus a cold launch test in airplane mode.
- 2.1 Information Needed. Common for new developer accounts: a screen recording on a physical device, who the app is for, and how it makes money. Fix: answer every question in one reply, in the order asked.
- 2.1(b) IAP not found. The first IAPs were not attached to the version, the Paid Apps Agreement is not Active, or the paywall is buried. Fix: attach every product, and put the exact tap path and product IDs in Notes for Review.
- 3.1.2 Subscriptions. The paywall is missing the title, duration, price per period, what is included, or working Terms and Privacy links. Fix: all of those on the paywall, and the billed amount as the most prominent price.
- 4.3(a) Spam. Similar binary, metadata, or concept to other apps, including your own. Fix: visible differences in the core workflow, remove leftover template screens, and give the reviewer an exact path to what is different. Rewording the reply alone rarely works.
A 3 minute habit that prevents most of this
Fill in Notes for Review every time: what the app does, numbered test steps, the demo account, where the purchases are, why each permission is needed, what data leaves the device, and what any remote config can change.
Disclosure: this article was drafted with the help of AI. I checked it against Apple's published guidelines and transparency report before posting.
