Apple’s new App Review Guidelines clamp down on apps sharing personal data with ‘third-party AI’

Apple introduced a new set on Thursday App review guidelines for developers, who now specifically state that apps must disclose user consent before sharing personal data with third-party AI.

The change comes ahead of the iPhone maker’s plan to introduce its own AI-upgraded version of Siri in 2026.

That update will see Apple’s digital assistant give users the ability to perform actions in apps using Siri commands, and will be powered in part by Google’s Gemini technology, according to a recent study. Bloomberg report.

At the same time, Apple ensures that other apps don’t leak personal data to AI providers or other AI companies.

What’s interesting about this particular update isn’t the requirements it outlines, but that Apple has specifically called on AI companies to comply.

Before the revised wording, the guidance known as rule 5.1.2(i) included language around disclosure and obtaining users’ consent to share data, noting that apps could not “use, transmit or share” someone’s personal data without their consent. This rule was part of Apple’s compliance with data privacy regulations such as the EU’s General Data Protection Regulation (GDPR), the California Consumer Privacy Act and others, which give users more control over how their data is collected and shared. Apps that do not adhere to the policy may be removed from the App Store.

The recently revised directive adds the following sentence (emphasis ours):

You must clearly disclose where personal data is shared with third parties, including with third party AI, and obtain explicit permission to do so.

This change could impact apps that want to use AI systems to collect or process information about their users, perhaps to personalize their apps or provide certain functionality. It’s unclear how strictly Apple will enforce the rule, as the term “AI” could encompass a variety of technologies – not just LLMs, but also things like machine learning.

The updated rule is one of many revisions to the App review guidelines out on Thursday. Other changes are aimed at supporting Apple’s new Mini Apps program, also announced today, as well as adjustments to the rules regarding creator apps, loaner apps, and more.

One addition also added crypto exchanges to the list of apps that provide services in highly regulated areas.