App Store Guideline 2.3.14 explained: Creative assets

Screenshots and app previews show the app in use. Creative assets can show your brand, a seasonal moment, new content, or an event. Apple displays them on iOS 27 and iPadOS 27 and later: in the product page header, in search results, and when your app is featured.

Guideline 2.3.14 sets three requirements: the asset must relate to your app's content and functionality or to your overall brand, it must follow the standard metadata rules in Guideline 2.3, and it must be appropriate for all audiences. It also lists four things to leave out: inappropriate content, references to other apps meant to mislead, product claims you can't verify, and specific or discounted pricing.

Apple's asset best practices make "all audiences" concrete: assets shown on the App Store must meet a 4+ age rating, even when the app itself is rated higher.

Relevance: a reviewer should be able to connect the artwork to something in the app or to your brand. Imagery beyond the app UI is fine when it relates to what the app does.

Audience: no explicit or harmful imagery, profanity, drugs, self-harm, or sexually suggestive content. Games can show action, but not gore or weapons pointed at a person or at the viewer.

Claims and prices: no prices, discounts, website URLs, or copyright symbols in the artwork, no awards or rankings you can't back up, and no Apple recognitions such as Editor's Choice or App of the Day. Apple already shows those itself.

Other apps and platforms: no logos of, or references to, other platforms, marketplaces, or competing apps.

A seasonal sale header with a price, a percentage off, or "limited-time deal" text baked into the image.

A 17+ app (dating, horror, mature games) reusing in-app artwork for its header. The asset still has to pass as 4+.

"#1 app" or "best-rated" copy with no source, or an award badge the app never received.

A comparison that names or shows a competitor, or "also on Android" and other store badges.

A header promoting content or features that the submitted build doesn't have. Creative assets follow the same accuracy rules as the rest of your metadata.

Remove every price, discount, URL, and copyright symbol from the artwork. Keep offers and pricing inside the app.

Check each asset, and each localized version, against a 4+ bar.

Delete superlatives and awards you can't source, and any Apple badge.

Make sure each asset maps to a real feature, piece of content, or your brand, and that anything it shows is in the submitted build.

Use the preview in App Store Connect to check how the header and search result crop on different devices before you submit.

Say which asset Apple flagged (header, search result, or both) and exactly what you changed: removed the price, replaced the image, cut a claim.

If you believe the asset complies, explain in one or two sentences how it relates to the app or the brand, and point to the feature or content it shows.

Don't argue that the app's age rating allows the imagery. Creative assets are judged against all audiences, not against your rating.