Apple Tightens App Store Rules to Crack Down on AI 'Nudify' Apps

Apple Store with the Apple logo

Apple has tightened its App Store review guidelines to crack down on AI apps that create sexual images of people without their consent. The revised rules, published on October 16, make developers directly responsible for preventing, detecting and removing nonconsensual intimate images — including those generated with artificial intelligence. Under Guideline 1.2, developers must now build in content moderation systems, reporting options, tools to block abusive users and contact details for handling complaints.

The change targets so-called "nudify" apps that strip clothing from photos or generate sexual content featuring real people. Apple says some apps pose as innocent photo editors or AI image generators during the review process, then quietly introduce prohibited features through hidden menus, prompts or software updates after approval. New rule 2.5.19 bans hidden, dormant or undocumented features outright, and Apple warned that code obfuscation used to conceal an app's functions can get a developer's account terminated and apps blocked from alternative distribution.

Apps that violate the policies face removal and developers could lose access to the Apple Developer Program. The company is also taking action against apps linked to child exploitation or human trafficking, which will be reported to authorities. The update lands as AI tools face growing scrutiny over their misuse in harassment and blackmail — the impact will hinge on how aggressively Apple enforces the new standards.

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