Apple has expanded its App Store guidelines, imposing a direct ban on applications that use artificial intelligence to create so-called 'undressing' images — realistic nude photographs of real people without their consent. Under the updated guidelines, developers are required not only to exclude such functionality but also to actively prevent the appearance of such materials within their services and delete them upon discovery. Non-compliance will result in the app being removed from the store. Formally, the new rule is codified in App Store guideline 2.5.19, which now directly targets the AI generation of non-consensual nude content.
Combating Deceptive Developer Tactics
A separate emphasis in the new guidelines is placed on workaround schemes. Apple explicitly points to the practice where developers hide the 'undressing' feature during the moderation stage and activate it via an update after approval. Previously, such apps disguised themselves as harmless tools — photo editors, utilities, or entertainment services — and turned on the malicious feature only after passing review. Now, such tactics will result in exclusion not only from the App Store but also from the Apple Developer Program, effectively stripping the developer of the right to publish any apps within the company's ecosystem.
The Grok Case and Closing the Loophole for AI Chats
The update also closes a specific loophole for AI chat bots and generative assistants. According to sources, Apple previously threatened to remove xAI's Grok due to its ability to generate nude deepfakes, and only after xAI added appropriate safeguards did the company receive approval for the updated version. This effectively set a precedent: similar requirements to prevent and remove non-consensual nude content have now been extended to all application categories, rather than just select controversial services.
Expanding the Ban to Alternative Marketplaces
In addition to restrictions within the App Store, Apple has extended the ban on applications facilitating human trafficking and child exploitation to alternative app marketplaces. This means that even third-party distributors operating within mechanisms permitted by Apple will not be able to host services associated with such violations. Thus, the company is closing not only the 'internal' distribution channel but also external entry points through which the strict rules of the main store could previously be bypassed.
Context: Legislative Initiatives in Europe
Apple's move fits into a broader international trend of regulating AI 'undressing' services. Back in November 2025, British authorities announced their intention to ban mobile device applications that 'undress' people from photographs, as reported by Politico. The combination of Apple's corporate restrictions and legislative initiatives in Europe creates a dual pressure loop on developers: on one hand, technical and platform barriers within the App Store; on the other, the risk of legal bans at the national regulator level.
