Apple has rewritten its App Store rules to go after AI "nudify" apps and deepfakes. In an update on October 16, 2026, Apple named AI-generated nonconsensual intimate imagery as something apps must actively prevent and remove, and added a new rule banning hidden features that appear only after an app passes review.
"We do not hesitate to remove apps, and terminate the developers behind them, when they violate these guidelines," Apple said in its developer news post, according to MacRumors.
What changed in the App Store guidelines?
| Guideline | What's new |
|---|---|
| 1.2 (user-generated content) | Names nonconsensual intimate imagery as a risk; apps, including AI content creation apps, must have safeguards and act on violations |
| 2.5.19 (new) | Bans hidden, dormant or undocumented features; hiding code via obfuscation can mean removal and account termination |
| Section 5 (legal) | Ban on apps facilitating human trafficking or child exploitation now also covers alternative app distribution |
Why is Apple doing this now?
Pressure has built all year, according to 9to5Mac:
- January: the Tech Transparency Project found dozens of AI nudify apps on the App Store.
- April: a follow-up found search suggestions and ads pointing to them.
- July: San Francisco officials ordered Apple to remove eight "undressing" apps.
- Also this year: lawmakers and advocates urged Apple to act over sexualized images made with xAI's Grok. Apple privately warned xAI that Grok could be removed; xAI added safeguards.
What is a "bait-and-switch" app?
It's an app that shows reviewers one purpose, then switches on something else after approval. Apple suspects some nudify apps did this. 9to5Mac previously found disguised gambling apps in Brazil that showed betting platforms only to Brazilian IP addresses. Guideline 2.5.19 makes this explicitly grounds for removal.
What does it mean for developers?
- AI image and video apps need real safeguards against deepfake abuse and must remove violating content when notified.
- Every feature must be visible to App Review. No remote switches that unlock undisclosed functions.
- Violations can now lead to removal and termination of the developer account.
What does it mean for users?
In principle, fewer apps that can generate fake explicit images of real people, and fewer apps that pretend to be one thing and become another. How strictly Apple enforces the rules will decide how much changes. Users can report problem apps through the Report a Problem link on any App Store listing.
