Apple Updates App Store Guidelines to Explicitly Ban AI 'Nudify' Apps

Apple has updated its App Store guidelines to explicitly prohibit artificial intelligence applications designed to generate nonconsensual intimate imagery, commonly referred to as "nudify" apps. The revision introduces stricter moderation mandates for developers and sets clear consequences for software enabling sexualized deepfakes.

Under the updated rules announced on Friday, developers are required to "proactively prevent and remove" nonconsensual sexual images through robust content moderation systems. Apple warned that developers who fail to put adequate safeguards in place or refuse to remedy violations after receiving notice face expulsion from the App Store.

Stricter Crackdown on Deceptive Practices

In addition to tightening general content rules, Apple clarified its stance against "bait-and-switch" practices. The guideline updates specifically target applications that alter their functionality after receiving App Store approval—such as introducing "nudification" features post-review.

The platform also clarified that any software that facilitates human trafficking or child exploitation will be removed from the App Store and completely blocked from alternative distribution channels.

Backlash and Mounting Scrutiny

The policy shift follows months of intense public and regulatory pressure over AI-generated sexual imagery. Earlier this year, Apple faced substantial criticism after users utilized the Grok AI model on X to create nonconsensual sexual deepfakes, including images depicting minors. While Apple did not pull X or Grok from its platform, the company informed United States senators that it had threatened to remove Grok.

Scrutiny continued during Apple's Worldwide Developers Conference (WWDC) in June, where protestors gathered to demand that the company remove Grok, X, and all nudify technology from the store. Further action came in July when a San Francisco city attorney ordered Apple to remove 13 specific nudify apps, an order the tech giant stated it complied with.

The clearer rules mark a formal step by Apple to close technical loopholes and place direct accountability on AI developers to police abusive deepfake generation on iOS devices.