Apple's Cal AI Crackdown Demonstrates Continued App Store Enforcement Despite Epic Ruling
Key Takeaways
- ▸Apple removed Cal AI from the App Store for bypassing in-app purchase requirements and using manipulative billing practices, despite external payments now being legally permitted
- ▸Developers must still offer Apple's in-app purchase alongside external payment links under current App Store Guidelines, with limited exceptions for 'reader' apps
- ▸Apple continues actively policing App Store compliance even for high-performing apps, demonstrating the company prioritizes ecosystem control over revenue share
Summary
Apple briefly removed the MyFitnessPal-owned Cal AI food-logging app from the App Store last week for violating multiple guidelines, even though external payment options are now permitted following the Epic Games lawsuit. The app had attempted to bypass Apple's in-app purchase requirements by implementing an embedded third-party payment flow using Stripe and removed IAP as a checkout option entirely. Beyond payment violations, Cal AI engaged in deceptive billing practices by displaying weekly pricing more prominently than actual charges and used manipulative tactics including repeated subscription prompts and obscured free trial information.
Apple's enforcement action signals that while the company loosened restrictions on external payments for most apps, it remains actively policing how developers implement alternative payment systems. Cal AI has since corrected the violations and returned to the App Store, but the episode demonstrates Apple's willingness to remove even viral apps—Cal AI ranks fourth in the Health & Fitness category—to maintain control over its App Store ecosystem and protect consumer trust.
- Cal AI's violations included deceptive billing design, prominent display of weekly pricing over actual charges, and repeated subscription offers to declined users
Editorial Opinion
Apple's enforcement against Cal AI, despite the app's viral success and the legal precedent from Epic Games, underscores that the company views compliance and consumer protection as non-negotiable—even at the cost of revenue. While the ruling forced Apple to permit external payments, the company has skillfully maintained gatekeeping power through strict implementation requirements and aggressive policing of deceptive practices. This pragmatic approach protects consumer trust while preserving Apple's leverage over the ecosystem.
