Apple Tightens App Store Rules on Nudification and Hidden Features
Apps that generate or share nonconsensual intimate imagery can now be pulled from the store, and developers risk account termination.
Apple has introduced new App Store guidelines covering apps that create, generate, upload or share content, including nonconsensual intimate imagery, according to gizmodo.com. The rules were first spotted by 9to5Mac.
The updated guidelines also ban hidden, dormant or undocumented features inside apps. Developers who violate the rules face removal of their app from the App Store and termination of their developer account.
The change follows scrutiny of so-called nudification apps. In January, a report from the Tech Transparency Project purported to find 47 apps in the Apple App Store designed to make pictures of clothed people look naked or near-naked.
Apple has also been dealing with the scale of its review workload. In June, now-former CEO Tim Cook said developers submit well over 1,000 apps to the App Store every hour. Sensor Tower data reported by The Information says new app submissions began climbing in 2025 and rose 86% in the first quarter of this year.
Earlier this year, Apple moved to block certain AI coding tools, a decision a March CNBC op-ed argued could push builders to the web and worsen the iPhone app ecosystem. In 2024, Apple's cut from App Store purchases was estimated at $10 billion.
Quick answers
What do Apple's new App Store guidelines ban?
They target apps that create, generate, upload or share content, including nonconsensual intimate imagery, and ban hidden, dormant or undocumented features.
What happens to developers who break the rules?
Their app can be removed from the App Store and their developer account can be terminated.
Who spotted the guideline update?
9to5Mac spotted the new guidelines, according to gizmodo.com.