A new investigation has drawn attention to the growing network of so-called “Nudify” artificial intelligence apps available on the Apple App Store and Google Play Store, raising alarm over women’s safety, consent and the misuse of digital technology. These apps use AI tools to transform ordinary photos into sexually explicit and disturbing images, raising troubling questions about how such apps got through the platform’s vetting and remained accessible for so long, often without the consent of the subjects.
The continued availability of these apps, despite both platforms’ insistence on strict content and safety guidelines, has intensified debate about the effectiveness of app store oversight mechanisms and accountability in an era of rapidly evolving AI tools.
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Dozens of apps, hundreds of millions of downloads
According to findings cited in the study, more than 50 such apps were found in the Google Play Store and more than 40 were listed in the Apple App Store. Collectively, these apps are reported to have been downloaded more than 700 million times worldwide, highlighting both their scale and reach.
Experts have warned that the technology is increasingly being used to create non-consensual deepfake content beyond curiosity, raising serious legal and ethical issues and disproportionately impacting women.
Billions in revenue, fees from scanners
According to industry estimates, these Nudify apps have so far generated close to $117 million (approximately Rs. 970 crore) in revenue. The standard app store business model is that a portion of this revenue is distributed to the platform operator as a fee.
This has led to criticism that revenue considerations took precedence over safety concerns, and questions about whether the platforms exercised due diligence in approving and monetizing such applications.
Policy violations despite platform safeguards
Both Apple and Google publicly emphasize strict user safety standards and content moderation policies. However, the large scale presence of these apps has exposed potential gaps in app review processes and enforcement.
Digital rights experts say such applications violate fundamental principles of privacy, dignity and informed consent and risk facilitating technology abuse and cybercrime.
Action was taken, but questions remain
Following the publication of the findings, Apple confirmed it had removed several apps from its store, while Google suspended several listings and said further investigation was underway. But critics say these measures are slow and insufficient, and warn that unless systemic safeguards are strengthened, cloned or rebranded versions of the same apps could easily reappear.
Deepfake abuse adds urgency
The controversy comes amid growing global concerns about the misuse of deepfake technology, particularly to generate explicit content without consent. In recent months, AI-powered tools capable of producing such substances have attracted the attention of regulators around the world, highlighting the widening gap between technological advances and legal oversight.
Call for stronger laws and increased oversight
Digital policy experts and women’s rights advocates are calling for clear and enforceable laws targeting non-consensual deepfakes, as well as greater accountability for platforms. They highlight the need for robust pre-approval checks, real-time monitoring, and quick grievance redressal mechanisms within the app ecosystem.
The road ahead
The heart of this issue goes beyond technology to public trust and accountability. As calls for stronger regulation and platform transparency grow, the coming months will be critical in determining whether regulatory actions and corporate responses can permanently protect digital dignity and women’s safety.
About the author – Ayesha Aayat is a law student and contributor covering cybercrime, online fraud, and digital safety issues. Her writing aims to raise awareness about evolving cyber threats and legal responses.
