Apple strengthened its App Store rules on October 16 to tackle intimate images created without consent, including AI-generated material. Its developer announcement says apps must actively prevent and remove this content, with developers risking removal from the store for inadequate safeguards.
The company said pornography and apps that generate sexually explicit images of real people without permission were already prohibited. The changes extend those protections and target apps that conceal harmful capabilities during review, then activate them after approval.
Under guideline 1.2, social platforms and AI content creation apps must filter objectionable material, provide reporting tools, respond promptly and let users block abusive accounts. Apple's published rules also require contact information so users can reach developers.
The new section 2.5.19 addresses hidden, dormant or undocumented features. According to Apple's rules, concealing functionality in an app's code can lead to the app's removal and termination of the developer account. Users and reviewers must be able to understand what the software does.
The update follows scrutiny of enforcement. Reporting on October 16, 9to5Mac recalled that the Tech Transparency Project identified dozens of AI nudification apps in January. It also reported that San Francisco officials ordered Apple in July to remove eight apps capable of generating nonconsensual intimate imagery.
For developers, Apple's rules link continued distribution to adequate safeguards and action after violations are flagged. The company can request removal of offending content and a plan to improve compliance. Serious or repeated breaches can trigger immediate removal of both the app and its developer from Apple's program.
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