Apple has revised its App Review Guidelines to strengthen restrictions on nonconsensual intimate imagery, deceptive app functionality and content involving child exploitation. The changes clarify developers’ responsibilities for preventing harmful content and outline enforcement measures for apps that violate App Store policies.
The updated guidelines specifically address AI-generated sexual imagery, including apps that create explicit images of real individuals without their consent. Apple is also reinforcing its restrictions on apps that conceal features during the review process and activate them after receiving approval.
Alongside these safety-related changes, Apple has introduced a new guideline for creative assets and updated its policies concerning external purchase links.
Apple has explicitly included nonconsensual intimate imagery within the content that apps must proactively prevent and remove.
The policy covers AI-generated imagery, including content produced by apps commonly referred to as nudification tools, which digitally manipulate images of real people to depict nudity or sexually explicit material without consent.
Apple said pornographic material, including apps designed to generate such imagery, was already prohibited under its existing App Store policies.
The revision clarifies how these restrictions apply to apps hosting user-generated content and reinforces developers’ obligations to implement moderation safeguards.
Apps that allow users to publish or exchange content must provide mechanisms for filtering objectionable material, reporting offensive content and blocking abusive accounts.
Developers who fail to implement adequate protections or address violations after receiving notice may be found in breach of Apple’s Developer Code of Conduct.
Such violations can result in an app’s removal from the App Store.
The updated policy reflects growing concerns about the use of generative AI to create nonconsensual sexual imagery and the responsibilities of platforms that distribute or host this content.
Apple has also introduced Guideline 2.5.19 to clarify its prohibition on apps that misrepresent their functionality during the App Review process.
The provision targets so-called bait-and-switch practices, in which developers submit an app with one set of features but subsequently activate hidden or undocumented capabilities after approval.
Apple identified apps that conceal harmful functionality, including nudification tools, as examples of this behavior.
The restriction also applies to dormant features or functionality that was not included in the version submitted for review.
According to Apple, apps found engaging in these practices may be removed from the App Store, while their developers may also lose access to the Apple Developer Program.
The company emphasized that the guideline formalizes an existing restriction rather than introducing an entirely new prohibition.
The clarification is intended to address attempts to circumvent App Store review through functionality that becomes accessible only after an app has passed Apple’s initial checks.
The revised guidelines also address apps associated with human trafficking and the exploitation of children.
Under the updated Section 5, Apple explicitly states that apps found facilitating these activities, including those containing child sexual abuse material, will be removed from the App Store.
The company also clarified that affected apps will be blocked from alternative distribution.
Apple said these categories of content were already prohibited under its existing policies, with the latest revision making the enforcement consequences more explicit.
The update extends the stated distribution restrictions beyond removal from Apple’s own storefront.
Beyond content moderation and app safety, Apple has made several changes affecting developers’ App Store submissions and monetization options.
A new Guideline 2.3.14 covers creative assets, reflecting Apple’s expanded support for promotional materials across App Store product pages and discovery placements.
Apple has also revised Guideline 3.1.1(a), which addresses purchasing mechanisms and external links.
The company removed a separate reference to Music Streaming Services Entitlements, incorporating the relevant provision into the existing guidance for StoreKit External Purchase Link Entitlements.
The updated language also clarifies that external purchase links may direct users to permitted destinations.
Apple did not announce a broader change to its commission structure or external payment eligibility requirements in the October 16 update.
Additional documentation links have been added to the guidelines’ submission sections to help developers navigate the review process.
In announcing the changes, Apple disclosed figures relating to its existing App Store enforcement activities.
The company said it prevented more than 150,000 apps with safety issues from reaching customers last year.
Apple also reported terminating more than 193,000 developer accounts for fraud and abuse during the same period.
According to the company, some violations involve coordinated attempts to conceal harmful content or activate prohibited functionality after an app receives approval.
These figures are company-reported and were not presented as enforcement results specifically associated with the newly revised guidelines.
The October changes establish clearer requirements for content moderation, app functionality disclosure and developer conduct.
For developers, the revisions place additional emphasis on proactive safeguards for user-generated content and ensuring that apps accurately represent their functionality during review.
Apple said translations of the updated App Review Guidelines will become available on its developer website within one month.
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