Apple has updated its App Store Review Guidelines to explicitly address the proliferation of AI-generated nonconsensual intimate imagery. The revised policies require developers to implement proactive safeguards to detect and remove such content. Under the updated Section 1.2, developers who fail to maintain these protections or neglect to address identified violations after receiving notice face potential removal from the App Store and termination of their developer accounts.
The policy shift follows sustained pressure from lawmakers, advocacy groups, and city officials regarding apps that facilitate the creation of sexualized deepfakes. Earlier this year, Apple faced scrutiny after users utilized the Grok chatbot on X to generate nonconsensual images, including those depicting minors. While Apple did not remove the X app, it confirmed that it had warned xAI that the platform risked removal if it did not implement sufficient safeguards to prevent the generation of such content.
In addition to the focus on AI-generated content, Apple has introduced Section 2.5.19 to combat so-called bait-and-switch tactics. This rule prohibits the inclusion of hidden, dormant, or undocumented features that are not disclosed during the initial review process. Apple specifically cited the practice of hiding harmful capabilities, such as nudification tools, within an app binary and activating them only after the software has been approved for distribution.
The company emphasized that attempting to conceal functionality through code obfuscation or other methods is grounds for immediate removal. This update builds upon existing prohibitions against hidden features by providing more explicit language regarding the consequences for developers who misrepresent their app's purpose. Apple stated that it will not hesitate to terminate the accounts of developers who violate these updated standards.
Furthermore, Apple has strengthened its legal guidelines under Section 5 to address the most severe forms of prohibited content. The updated terms explicitly state that any applications found to facilitate human trafficking or the exploitation of children will be removed from the App Store and blocked from alternative distribution channels. These changes reflect an ongoing effort to tighten moderation across the platform following reports of apps skirting guidelines to expose users to inappropriate material.