Apple announced updated App Store guidelines on Friday that more explicitly target applications designed to generate nonconsensual sexual imagery using artificial intelligence technology. The new rules require developers to actively prevent and remove such content as part of their content moderation obligations. Developers failing to implement adequate safeguards or declining to address violations after receiving notice may face removal from the App Store.
The policy revisions also clarify existing regulations concerning “bait-and-switch” applications—those that introduce new features or functionality, including “nudification” capabilities, after initially receiving App Store approval. Additionally, Apple specified that any applications facilitating human trafficking or the exploitation of children will be removed from the App Store and blocked from alternative distribution channels.
These changes come following earlier this year incidents involving the Grok AI tool, which users on X utilized to create nonconsensial sexualized deepfakes. The situation drew substantial public attention, including demonstrations at Apple’s WWDC event in June calling for removal of Grok, X, and related nudification technology. In July, a San Francisco city attorney directed Apple to remove 13 nudification applications from its platform, which the company stated it completed. While Apple maintained X and Grok on its App Store despite the controversy, the company previously indicated it had threatened removal of the Grok application.
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