Apple has updated its App Store rules to more explicitly prohibit AI-powered “nudify” apps that generate intimate images of people without their consent, following growing criticism over the misuse of artificial intelligence to create sexualized deepfakes.
Under the revised guidelines, developers must proactively prevent and remove nonconsensual sexual imagery from their apps. Apple warned that developers who fail to implement adequate safeguards or address violations after being notified could have their apps removed from the App Store.
The updated rules also clarify Apple’s restrictions on so-called bait-and-switch tactics, in which developers introduce prohibited features after an app has already been approved. This includes adding AI-powered tools that digitally remove clothing from photographs to create fake nude images.
The changes follow mounting pressure on Apple after users of Elon Musk’s X platform used its Grok AI chatbot to generate nonconsensual sexualized images, including images involving minors. Although Apple did not remove X or Grok from its App Store, the company told US senators that it had threatened to remove Grok over concerns about the misuse of its image-generation capabilities.
Apple has also faced protests and legal pressure over the availability of AI-powered nudification tools. In June 2026, campaigners demonstrated outside the company’s developer conference, demanding stronger action against apps that facilitate the creation of nonconsensual sexual images. The following month, a San Francisco city attorney ordered Apple to remove 13 nudify apps, and the company said it had complied.
Apple’s revised policies further state that apps facilitating human trafficking or the exploitation of children will be removed and blocked from alternative distribution channels.
The changes come amid wider concerns about the availability of AI tools that can generate sexually explicit images of real people without their permission. A January 2026 investigation by the Tech Transparency Project identified dozens of such apps across Apple’s App Store and Google Play, raising questions about how effectively both companies enforce their platform safety policies.
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The revised guidelines signal a clearer commitment from Apple to hold developers responsible for preventing the misuse of AI-generated imagery, although effective enforcement will remain essential to stopping abusive apps from reaching users.
