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Apple looking to restrict generative AI apps to 17+ audiences

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4 min read
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  • Apple has blocked an update to BlueMail containing ChatGPT AI features.
  • Apple says due to the app's AI features it must have a 17+ rating.
  • This could indicate a new policy from Apple requiring higher age restrictions for AI apps.



As reported by the Wall Street Journal today, Apple has blocked an app update containing a ChatGPT-powered feature to the iOS email app BlueMail. The company allegedly said that including generative AI content in an app requires a 17+ age restriction, guarding minors against inappropriate content exposure.

BlueMail’s update would use OpenAI’s ChatGPT chatbot to help users compose emails using content from past emails and calendar events. Apple’s App Store review team has expressed concern with AI content generation being available to younger audiences. It requested BlueMail’s developer to increase its age restriction to 17+ or include content filtering. The app’s current age rating is 4+, and a significantly higher restriction would likely stop the app from attracting potential users. Image credit: 9to5mac In the past, ratings of 17+ have been used for apps with offensive language, sexual content, or references to drugs. Because BlueMail has none of those, its developer accuses Apple of unfair treatment. In response to BlueMail’s complaints, Apple said it is investigating.

Apple did not officially comment on whether or not all generative AI apps need older age restrictions, though Microsoft’s updated Bing app with AI functionality has a 17+ rating on the App Store and not on Google’s Play Store, indicating that this could be a new rule of Apple’s.




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