Guideline 2.3.14: what App Review checks in header videos

The exact wording

Apple added guideline 2.3.14 to the App Review Guidelines on October 16, 2026.^[2] The full text:^[1]

Creative assets allow you to highlight the value of your app in new ways compared to app-in-use screenshots and preview videos, and can be used across the App Store, including the product page header and in search results. Creative assets must pertain to your app's content and functionality or overarching brand, follow standard metadata guidelines, and be appropriate for all audiences. They should not include inappropriate content, references to other apps with an intent to mislead, unverifiable product claims, or specific or discounted pricing information. Read App Store asset best practices for detailed guidance on acceptable recommendations.

What changed

Most of these points were already on Apple's asset best practices page, which is advice.^[3] They are now in the App Review Guidelines, the rules App Review cites when it rejects a submission.

Guideline 2.3.8, on metadata, uses the same words, "appropriate for all audiences", and spells them out: screenshots and previews must fit a 4+ age rating "even if your app is rated higher".^[1]

The best practices page, linked at the end of 2.3.14, also asks you to leave out website URLs, copyright symbols, logos of other platforms or marketplaces, and Apple recognitions such as Editor's Choice or App of the Day.^[3]

What it means for your video

Our checker looks at the file: size, frame rate, length, codec. Our upload tests recorded which files App Store Connect processes. Neither tells you how App Review will judge what the video shows. That is what 2.3.14 covers.

Before you submit a header or search results video, watch it through and look at its poster frame. Our checklist is stricter than the guideline text:

• a price, a discount or a free offer;
• a ranking, an award or a rating you can't source;
• anything you wouldn't show in a 4+ app;
• another app's name, or another store's logo;
• a URL or a © symbol.

Apple's best practices say creative assets can "promote seasonal offerings", and also "Don't include specific pricing, discounts".^[3] A Black Friday header can show the season, not the sale price.

Reported, not confirmed

Developer reports

On the Apple Developer Forums, a developer reports that versions 2.1.10 and 2.1.11 of their app were approved but had not gone live. Both were the first versions submitted with a header video and a search results video, and both videos were approved. The developer says the same build went live on another store on October 17. An App Store Connect engineer replied, asking for the support case ID. On October 19, no cause had been posted.^[4]

The developer suspects the videos. Nothing in the thread confirms it.

Asset Library also accepts creative assets as a standalone submission, reviewed against your app's latest version.^[5] If you'd rather not attach new videos to a release you can't delay, you can get them approved that way first.