Creating sexually explicit images of people without their consent has become an alarming problem as artificial intelligence tools advance. In response to mounting pressure, Apple has updated its App Store rules to require software makers to proactively prevent and remove nonconsensual intimate imagery.
The revised policy targets so-called "nudify" apps, which use AI to digitally strip clothes from photos or fabricate sexual content. The decision follows fierce public backlash earlier this year, when users of the platform X turned to its Grok AI tool to generate nonconsensual deepfakes, including images depicting minors. While Apple did not remove X or Grok, it revealed to US senators that it had threatened to pull Grok from the store. Protesters also demonstrated at Apple's WWDC event in June, demanding a ban on all nudify technology, and a San Francisco city attorney ordered the company in July to take down 13 offending apps.
Under the updated content moderation guidelines announced on Friday, developers who fail to implement adequate safeguards or ignore warnings to fix violations risk losing their place in the App Store. Apple also clarified its stance on "bait-and-switch" software, strictly banning apps that introduce nudification capabilities or other unauthorized features after passing initial review.
Additionally, Apple made it clear that apps facilitating human trafficking or child exploitation will be removed from the store and blocked from alternative distribution methods. By enforcing direct responsibility on creators, the tech company aims to stop abusive AI tools from reaching user devices.