Apple’s Cal AI crackdown suggests Apple is still monitoring the App Store

Apple’s recent crackdown on the Cal AI food tracking app, owned by MyFitnessPal, shows that the tech giant is still enforcing the App Store’s strict rules regarding the use of external payments. The calorie counting app, which was temporarily removed from the App Store last week, attempted to circumvent Apple’s in-app purchase guidelines and also used manipulative tactics, Apple told TechCrunch.

The developer has since addressed the issue and the app is back on Apple’s App Store.

Cal AI’s App Store rejection became a hot topic on social media last week. Apple seems to be using the company, which was originally founded by two high school students and grew to $50 million in ARR before being acquired by MyFitnessPal in March, as an example.

Initially, there were concerns that Apple was simply removing apps for using web payments instead of Apple’s own in-app purchases (or IAPs), even though they are now allowed to do so.

Now, as a result of a court ruling in a lawsuit brought by Epic Games against Apple, Apple’s App Store guidelines allow U.S.-based developers to link to external payment systems. However, in most cases, apps must provide Apple’s in-app purchase options along with external links. (The main exception here is what Apple calls “reader” apps, meaning apps that provide subscription-based access to digital content such as books, audio, music, and video streaming. Cal AI does not fall under this exception.)

When reached for comment, Apple said the app’s short-lived removal was due to multiple rule violations, including circumventing Apple’s in-app purchase flow, using deceptive billing designs, and using other manipulative tactics. The episode shows that even though the Epic ruling eased some previous restrictions, Apple is still actively policing how developers implement web payments.

Apple said the breach was primarily due to Cal AI circumventing Apple’s in-app purchases by implementing an embedded in-app payment flow using a third-party service (in this case, Stripe) to unlock access to digital goods. In doing so, we removed Apple’s In-App Purchases (IAP) as an option for users at checkout. This violated Apple’s App Review Guidelines 3.1.1, which requires providing IAP with external links.

Apple said that because Cal AI’s paywall was designed to mislead and confuse consumers, the company also engaged in deceptive billing practices that violated Guideline 3.1.2c. Specifically, the paywall displayed the weekly calculated price more prominently than the amount that users were actually charged. It also included a free trial toggle that hides information about subscription auto-renewal.

According to Apple, Cal AI was further accused of using “manipulative tactics” in violation of Guideline 5.6 of its Developer Code of Conduct. One problem is that the app prompts users into a second, different subscription purchase flow if they decline the first subscription offer. Additionally, the app had a number of negative user reviews accusing it of being a scam due to the way it displayed third-party payment options.

After being rejected, Apple confirmed that Cal AI addressed the issue and allowed it back into the store.

MyFitnessPal and Cal AI did not respond to repeated requests for comment.

In the wake of the Apple-Epic court ruling, it wouldn’t be surprising if Cal AI wanted to test how aggressively Apple’s app review team is enforcing its rules. Apple’s response should serve as a warning that the tech giant is still cracking down on the App Store, even at the risk of losing some of the revenue from the viral app, which currently ranks No. 4 on the App Store’s health and fitness charts.