Apple has expanded its App Store moderation rules to specifically address AI-generated nonconsensual intimate images, requiring developers to prevent and remove deepfakes from their platforms. Apps that fail to deal with prohibited content could be removed from the App Store.

The changes update Apple's existing restrictions on sexually explicit material and add new language covering apps that create or distribute intimate images of real people without their consent. Apple also introduced a separate rule aimed at developers that conceal an app's actual capabilities during the review process.

AI deepfakes now fall under updated App Store rules

Apple's revised guideline 1.2 names AI content-creation apps and requires developers to take proactive steps against nonconsensual intimate imagery generated with artificial intelligence. The company said it may remove apps when developers do not prevent or remove offending content.

The change follows complaints that AI tools have been used to create nude and sexualized deepfakes. The updated wording could affect a range of image-generation and chatbot apps. Apple previously told xAI that it would remove Grok from the App Store if the service continued to allow nude deepfakes. After xAI added safeguards, Apple approved an updated version of the app.

Apple targets hidden “nudification” features

A new guideline, numbered 2.5.19, states that developers risk removal from both the App Store and the Apple Developer Program if they add features or functionality that were not included in the version submitted for review.

Apple specifically links the rule to “nudification” apps that generate sexually explicit images of real individuals without permission. The wording indicates that some apps may have hidden their intended purpose during review and introduced the feature only after receiving approval.

Apple's guidelines already prohibit hidden or undocumented capabilities. The updated language makes clear that misrepresenting an app during review and later activating harmful functions is also prohibited. Apple describes this type of bait-and-switch as grounds for enforcement.

Rules also cover alternative app distribution

Apple has also revised section 5 of its guidelines to extend its prohibition on apps that facilitate human trafficking or child exploitation to alternative app distribution. That broadens the stated reach of the restriction beyond apps distributed through the standard App Store channel.

In its developer news announcement, Apple said it does not hesitate to remove apps or terminate the developers behind them when they violate its guidelines. The updated policies give developers clearer notice that AI-generated sexual abuse imagery, concealed functionality and harmful distribution practices can lead to account and app enforcement.