Apple has strengthened its App Store guidelines to target disguised nudify apps and AI-generated intimate imagery created without consent. The updated rules also prohibit developers from hiding harmful features during app review and activating them after approval.
In an October 16 developer announcement, Apple clarified that apps hosting user-generated content must actively prevent and remove objectionable material, including nonconsensual intimate images. Developers must also provide tools to report offensive content and block abusive users.
Apple Targets Disguised Nudify Apps and Hidden Features
The revised guidelines address a tactic known as bait-and-switch, where developers submit seemingly harmless apps for approval before introducing prohibited features. Apple’s new Guideline 2.5.19 explicitly prohibits functionality that developers hide or fail to document during review.
Developers who violate these requirements risk having their apps removed and their Apple Developer Program memberships terminated. Apple also clarified that inadequate safeguards against AI-generated intimate imagery could violate its Developer Code of Conduct.
The company strengthened its legal guidelines covering human trafficking and child exploitation. Apps facilitating these activities will be removed from the App Store and blocked from alternative distribution channels.
Apple Faces Pressure Over AI-Generated Intimate Images
The changes follow growing scrutiny of AI-powered image manipulation tools. In July, San Francisco City Attorney David Chiu demanded that Apple and Google remove nudification apps from their stores. He accused both companies of profiting from software capable of producing nonconsensual intimate images through app-store fees.
An April investigation by the Tech Transparency Project also found multiple nudify apps available through both platforms. Some carried age ratings indicating they were suitable for minors, raising concerns about existing review and moderation practices.
Apple said its review process prevented more than 150,000 apps with safety issues from reaching customers last year. The company also terminated more than 193,000 developer accounts for fraud and abuse.
The updated rules reinforce Apple’s existing restrictions rather than introducing an entirely new prohibition on explicit content. Their effectiveness will depend on detecting developers who conceal harmful features and ensuring existing apps comply with the strengthened requirements.
