Apple's Oct 16, 2026 App Review update: hidden features and creative assets rules

Apple revised its App Review Guidelines on October 16, 2026. Hidden and undocumented features moved to a standalone guideline 2.5.19 with account termination as a penalty, and new guideline 2.3.14 covers creative assets in product pages and search. In 2025 Apple rejected 2,093,244 submissions, with 387,087 approved after a rejection.

• Guideline 2.5.19 targets hidden features and code obfuscation, risking account termination
• New guideline 2.3.14 bans unverifiable claims like "#1" or "best" in creatives
• Apple rejected 2,093,244 submissions in 2025, Performance cited in 1,354,418
• 387,087 submissions were approved after a rejection