Apple has tightened its App Store rules to target AI-powered apps that create intimate images of real people without their consent. The updated guidelines require developers to stop and remove such content from their apps. Those who break the rules risk having their apps removed and their developer accounts terminated. Apple announced the changes on October 16, 2026.
Under the updated guidelines, Apple has clearly included non-consensual intimate images in its content moderation rules. This also covers images created using artificial intelligence. The rules apply to apps that let users create, upload, share, or contribute content on their platforms.
Developers must take steps to stop such content from appearing in their apps. They must also act on reported violations after Apple notifies them. If developers fail to take the required action, they could breach Apple's Developer Code of Conduct and risk having their apps removed from the App Store.
The update specifically addresses AI-powered ‘nudify’ apps, which can generate sexually explicit images of real people without their consent. Apple has long prohibited pornographic content on its platform. The latest revision makes its expectations for AI-generated intimate imagery more explicit.
Apple has also added guideline 2.5.19 to make its rules clearer for apps that hide their real purpose during the review process. The rule targets apps that pass Apple's checks and then activate features that are not allowed after receiving approval.
This practice is known as a ‘bait-and-switch’ tactic. For example, an app may appear to be a normal, safe tool during Apple's review. After approval, it could add a feature that creates intimate images of people without their consent.
Apple warned developers about the consequences of violating its rules. The company stated, “We do not hesitate to remove apps, and terminate the developers behind them, when they violate these guidelines.”
The revised guidelines also strengthen Apple’s position on apps that facilitate human trafficking or child exploitation. Such applications will be removed from the App Store and blocked from alternative distribution.
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