Apple has tightened its App Store app publication rules, specifically banning services that use artificial intelligence to create offensive content or hide such capabilities until they pass review. The new requirements are aimed in part at so-called nudify apps — services that use AI to create images of nude people based on photographs.

Apps will no longer be able to hide their features from reviewers

In its updated guidelines, Apple has strengthened requirements for services with user-generated content and AI-based tools. Developers must implement mechanisms that make it possible to limit the spread of unacceptable materials, report violations, and block users who abuse the platform’s capabilities.

A separate provision concerns apps that intentionally mislead reviewers. Some developers present their products as ordinary services in order to pass App Store review, and after approval they enable nude image generation features or make them a prominent part of the app.

Apple has explicitly banned this practice, known as bait-and-switch — changing a product’s stated purpose after receiving approval. The company also warned that it will remove apps in which features appear that were not present in the version submitted for review.

In the updated legal requirements section, Apple also specifically emphasized a ban on apps that facilitate human trafficking and child exploitation.

Pressure on Apple and Google is increasing

The rule update comes amid growing attention to apps that allow the creation of images of people without clothes without their consent.

In July 2026, San Francisco authorities demanded that Apple and Google cleanse their stores of such services. City Attorney David Chiu accused the companies of profiting from the distribution of such apps through store commissions.

Earlier, in April, the Tech Transparency Project published a report stating that the App Store and Google Play contained numerous apps for creating nude images. Some of them, the study claimed, had age ratings that allowed use by minors.

Apple had already applied strict moderation before: according to the company, over the previous year App Store review prevented more than 150,000 apps from being published, and 193,000 developer accounts were removed due to fraud and abuse.

The new wording codifies the ban on hidden harmful features and gives Apple additional grounds to remove apps that circumvent review. However, the effectiveness of these measures will depend on how quickly the company can detect new services and changes introduced after approval.