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

Apple’s recent crackdown on MyFitnessPal-owned food logging app Cal AI shows that the tech giant is still enforcing strict App Store rules around the use of third-party payments. The calorie counting app, which was briefly 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 these issues, and the app has returned to the Apple App Store.

Cal AI’s app store rejection went viral on social media last week. Apple appears to be setting an example for the company, which was originally founded by a pair of high school students who grew the business to $50 million in ARR before it was acquired by MyFitnessPal in March.

Initially, there were concerns that Apple simply removed the app to use web payment instead of Apple’s own in-app purchase (or IAP), although that is now allowed.

Currently, Apple’s App Store guidelines allow US-based developers to link to third-party payment systems, as a result of the court’s ruling in the lawsuit brought against Apple by Epic Games. However, in most cases, apps still have to offer an in-app purchase option from Apple along with any external link. (The main exception here is what Apple calls “reader” apps — that is, those that provide subscription-based access to digital content, such as books, audio, music, video streaming, and more. Cal AI does not qualify for this exception.)

Apple, when contacted for comment, said the brief removal of the app was due to multiple violations of its rules, including bypassing Apple’s in-app purchase flow, using a deceptive billing design, and other manipulative tactics. The episode shows that Apple is still actively monitoring how developers implement payments across the web, even though Epic’s ruling has relaxed some previous restrictions.

Among the key breaches, Apple said Cal AI bypassed Apple’s in-app purchases by implementing an embedded in-app payment flow using a third-party service (in this case, Stripe) to open access to digital goods. In doing so, it removed Apple’s in-app purchase (IAP) feature as an option for users during checkout. This violates Apple’s App Review Guidelines 3.1.1, which requires that an in-app purchase (IAP) be submitted along with the external link.

Apple said the company also engaged in deceptive billing practices, in violation of Guideline 3.1.2c, as Cal AI’s paywall was designed to mislead and confuse consumers. Specifically, the paywall displays the calculated weekly rate more clearly than the actual amount the user will be charged. They also include a free trial key that blocks information about automatic subscription renewal.

Apple said Cal AI took further hits for using “manipulative tactics,” in violation of Developer Code of Conduct Guidelines 5.6. One issue was that the app would prompt users who declined the first subscription offer to go through another different subscription purchase flow. Additionally, the app received many negative user reviews that accused the app of being a scam due to how it offers third-party payment options.

Apple confirmed that after she was rejected, Cal AI addressed the issues, allowing her to return to the store.

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

It wouldn’t be surprising if Cal AI wanted to test the waters to see how aggressively Apple’s app review team is enforcing its rules in the wake of the Apple-Epic court ruling. Apple’s response should serve as a warning that the tech giant is still keeping an eye on its App Store — even at the risk of losing out on a revenue cut for the widespread app, which today ranks fourth on the App Store’s health and fitness charts.