“Apps containing hidden or undocumented features are also prohibited on the App Store, including apps that misrepresent their purpose during review and only reveal harmful capabilities — such as ‘nudification’ — after approval, a tactic commonly known as bait-and-switch,” Apple said in an October 16 announcement as it updated its App Store Review Guidelines to address AI-generated non-consensual intimate images and apps that conceal harmful features during review.
The changes strengthen existing restrictions rather than introduce a new ban. Apple already prohibits pornographic content, including apps that generate sexually explicit images of people without their consent.
What has changed?
Under the revised Section 1.2, apps hosting user-generated content must take steps to prevent and remove non-consensual intimate images, including those created using AI. Developers must also provide ways for users to report offensive material and block abusive accounts. Apps that fail to implement adequate safeguards or address reported violations risk removal.
Section 2.5.19 clarifies that developers cannot misrepresent an app’s purpose during review or introduce undisclosed features after approval. Violations can lead to the removal of both the app and its developer from Apple’s programme.
Apple has also updated Section 5 to clarify that apps facilitating human trafficking or child exploitation, including child sexual abuse material, will be removed from the App Store and blocked from alternative distribution.
Why does this matter?
The changes follow investigations that found nudify apps available on Apple’s App Store despite its existing restrictions.
In April 2026, the Tech Transparency Project (TTP) reported that Apple and Google were hosting and promoting such apps through search results, suggestions and advertisements. The investigation identified 46 apps through Apple’s App Store search results and 49 through Google Play, including 18 Apple apps and 20 Google apps capable of generating nude or sexually suggestive images of women.
According to TTP, the apps identified in its investigation had collectively recorded 483 million downloads and generated over $122 million in lifetime revenue. Both stores also classified 31 of these apps as suitable for minors. Following the findings, Apple removed 15 apps, while Google removed seven.
In July, San Francisco City Attorney David Chiu demanded that both companies remove nudify apps from their stores, accusing them of profiting from tools used to create non-consensual sexual deepfakes. His office also warned of possible civil penalties under California law.
“Apple and Google are profiting off apps that exploit women and girls by generating non-consensual intimate deepfakes,” Chiu said.
Apple subsequently said it had removed three apps identified by the city and was taking action against their developers. Four other apps faced possible removal over policy violations.
The latest revisions come amid continued scrutiny of how app stores enforce their existing rules. Apple said it blocked more than 150,000 apps with safety issues and terminated over 193,000 developer accounts for fraud and abuse last year.
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