Apple and Google are facing renewed scrutiny after a report alleged that both companies continue to his so-called "nudify" applications on their platforms despite explicit policy bans. The findings, published by the Tech Transparency Project and cited by Bloomberg, raise concerns about enforcement gaps and the growing misuse or artificial intelligence in generating non-consensual sexualised images.
According to the report, users searching terms such as "nudify" and "undress" on the Apple App Store and Google Play Store can still find apps capable of manipulating images of individuals, including celebrities, to depict them as nude or partially undressed. The Tech Transparency Project, which operates under the nonprofit Campaign for Accountability, documented the continued availability of such tools.
The report also found that both platforms have, at times, displayed advertisements for similar applications within search results, amplifying their visibility. This suggests that the issue extends beyond app approval to include monetisation and promotion within the platforms' ecosystem.
Researchers estimate that the identified apps have collectively been downloaded 483 million times, generating approximately $122 million in revenue. The figures, based on data from market researcher AppMagic, highlight the scale of user engagement despite ongoing policy restrictions.
The study noted that global regulatory pressure has intensified over the past year, with lawmakers calling for stronger action against platforms hosting harmful AI-generated content. While Apple and Google have removed some flagged apps earlier this year, the reports state that dozens of similar services reappeared within months.
Katie Paul, director of the Tech Transparency Project, said the problem goes beyond weak oversight. She noted that platforms continue to approve and profit from such apps, and in some cases "direct users to them through their platforms," underscoring systemic shortcomings in enforcement.
The group identified 18 apps with nudifying capabilities on Apple’s App Store and 20 on Google Play. It also found that autocomplete search features sometimes suggested related apps, making them easier for users to discover.
Some of the applications were openly marketed with sexualised branding, while others appeared as generic image-editing tools but could easily be repurposed for similar outcomes. Many operated on subscription-based models, further incentivising their continued presence.
Both companies maintain policies prohibiting such content. Apple bans overtly sexual or pornographic material, while Google prohibits apps that “undress” individuals or otherwise objectify them, even when framed as entertainment.
In response, Google said many of the apps named in the report have been suspended and that investigations are ongoing. Apple said it removed 15 apps following media inquiries and has contacted additional developers over compliance concerns, while maintaining that some apps did not violate its guidelines.
Experts say enforcement remains inconsistent. Anne Helmond, a professor at Utrecht University, observed that platform moderation is often “uneven and opaque,” allowing apps framed as general-purpose AI tools to bypass scrutiny despite their potential for misuse.
The report also highlighted specific examples, including apps that used face-swapping features involving public figures and fictional characters. Some of these tools allowed users to place faces into suggestive templates, even when marketed as suitable for general audiences.
Developers of certain apps denied offering nudify features or said they had removed problematic content. In one case, a representative stated that a clothing-removal function had been discontinued following scrutiny.
Regulatory pressure is mounting globally. In the United States, former President Donald Trump signed the “Take It Down Act,” which criminalises the publication of non-consensual sexual content and requires platforms to remove such material.
In the United Kingdom, lawmakers are preparing legislation that could allow authorities to prosecute technology executives whose companies fail to act against such content, further intensifying demands for stricter accountability across digital platforms.
