Apple has strengthened its App Store guidelines to target apps that use artificial intelligence to generate offensive content or conceal harmful features until after they have been approved for distribution.

The updated rules place greater emphasis on content moderation, transparency and developer accountability, particularly for apps that host user-generated content or use AI to manipulate images.

Apple is also explicitly prohibiting apps that disguise their purpose during the review process before revealing harmful capabilities, including so-called “nudification” features that generate or simulate nude images of people.

The move comes amid growing scrutiny of AI-powered image manipulation tools and pressure on technology companies to prevent their platforms from distributing apps that facilitate abuse or exploitation.

Apple Targets Apps That Hide Harmful Features

Under the updated guidelines, Apple says apps must not misrepresent their purpose during the App Store review process and then introduce harmful features after approval.

The company is targeting a tactic known as a “bait-and-switch,” in which an app initially appears to serve a legitimate purpose but later reveals capabilities that were not disclosed to reviewers.

One example is an app that passes review as an ordinary photo-editing or utility tool but subsequently offers features designed to digitally remove clothing from photographs or create sexualised images of real people.

Apple said it will remove apps that add features that were not present in the version submitted for review.

The policy is intended to prevent developers from using the approval process to gain access to the App Store before activating functionality that violates the platform’s rules.

New Emphasis on AI Content Moderation

Apple has also reinforced its requirements for apps that host user-generated content.

According to the updated guidance, these apps must filter objectionable material, provide mechanisms for users to report offensive content and allow users to block abusive accounts.

These safeguards are particularly relevant to platforms where users can upload images, share AI-generated material or interact with content created by other people.

AI tools can make it easier to manipulate images at scale, including creating realistic-looking sexualised imagery without the depicted person's consent. Such content can cause reputational damage, harassment and other forms of abuse.

Apple’s approach places responsibility on developers to establish safeguards rather than relying solely on users to report harmful material after it appears.

The effectiveness of the policy will depend on how the company reviews apps, detects hidden functionality and responds when developers change their products after approval.

Apple Reinforces Rules Against Exploitation

The company has also strengthened the language in its legal guidelines to reinforce its prohibition on apps that promote human trafficking or the exploitation of children.

The updated language broadens the focus beyond individual app features to include conduct that can enable serious abuse.

Apple’s policies already restrict harmful and exploitative content, but the changes signal a stronger emphasis on preventing developers from using the App Store to distribute tools or services that facilitate such activities.

The company has not, in the material provided for this article, disclosed how many apps have been removed specifically under the new wording.

The Scale of Apple’s App Store Enforcement

Apple has previously reported significant enforcement activity across its app marketplace.

According to figures cited in the supplied report, the company said its review process blocked more than 150,000 apps from reaching users during the previous year and removed 193,000 developer accounts over fraud and abuse concerns.

These figures illustrate the scale of the platform’s review and enforcement operations. However, they should not be interpreted as numbers relating exclusively to AI-generated content or nudification apps.

The new rules add to the challenge of reviewing an ecosystem where apps can incorporate AI services, update features and change how users interact with content after an initial approval.

Growing Pressure on Apple and Google

Apple’s changes come amid increased scrutiny of nudification apps and the role app marketplaces play in distributing them.

In July, San Francisco ordered Apple and Google to address nudification apps in their respective stores. City Attorney David Chiu criticised the companies over the availability of these tools and raised concerns about their financial incentives, including revenue from app-store fees.

Separately, an April report from the Tech Transparency Project identified nudification apps available through the two companies’ app stores, including examples that it said were rated as suitable for minors.

These developments have intensified questions about how effectively app marketplaces screen AI tools and whether their existing policies adequately protect people from non-consensual image manipulation.

The issue is not limited to the generation of explicit imagery. It also involves consent, privacy, age-appropriate access and the responsibility of technology companies to prevent their services from being used for abuse.

What the Updated Rules Mean for Developers and Users

For developers, the changes reinforce the need to disclose an app’s actual functionality during review and maintain appropriate safeguards for user-generated content.

Apps that add hidden features after approval or fail to meet Apple’s moderation requirements risk removal from the App Store.

For users, stronger enforcement could reduce access to apps designed to create non-consensual sexualised images or conceal harmful functionality. However, updated rules do not guarantee that every harmful app will be identified immediately or that similar tools will disappear from the wider internet.

For the technology industry, the policy highlights a broader challenge: AI capabilities are evolving faster than many existing content-moderation systems, making enforcement and accountability increasingly important.