A widget, Live Activity, or notification extension is reviewed as its own surface — it needs to genuinely work standalone, follow Apple's interface guidelines for that surface, and can't be used purely as ad space or a way to nag the user back into the app.
Common when a widget is built mainly to show promotional content or an ad rather than the at-a-glance functional info widgets are meant for.
"Your app's widget does not provide relevant, timely information appropriate for the surface, per guideline 2.5.16."
Guideline 2.5.16 treats widgets, Live Activities, notification extensions and similar surfaces as parts of the app that are reviewed on their own terms. They need to work, follow Apple's interface guidance for that surface and provide real value. They cannot be used mainly as advertising space or as a way to pull users back into the app.
Widgets and similar extensions sit in prominent, personal places on the device, such as the Home Screen and the Lock Screen. Because users see them dozens of times a day, Apple wants them to deliver quick, useful information, not marketing. Reviewing each extension as its own surface keeps those spaces valuable and prevents them from becoming a back door for engagement tricks that the main app interface would not be allowed to use.
Advertising on system surfaces is restricted by a separate guideline.
They should behave sensibly in normal conditions.
They are reviewed as part of the submission but judged for their own function.
Platform rules change often. This page is a plain-language explanation written by AppReviewFix, not official guidance. Check the current App Store Review Guidelines for the exact wording.