Zeta Pulled From Apple App Store as AI Chat Rules Tighten

A tougher Apple stance on AI companions

Scatter Lab has not given a specific reason, but the timing coincides with stricter Apple policies. On 16 October, Apple revised its App Store review guidelines to spell out developers' duty to prevent and remove AI-generated non-consensual sexual imagery. Apps that lack adequate safeguards or fail to fix violations can be removed.

Earlier this month, Apple also said it would add romantic and sexual conversations with AI virtual companions to its age-rating review. Apps offering such features will receive an age rating of at least 18+. The new item takes effect on 16 November, and developers must submit the relevant information by 12 January next year.

Similar disappearances have been reported abroad. PolyBuzz was reported missing from the App Store on 15 October, Tipsy Chat on 21–22 October and Chai around 22 October. Data from RolePlaya, an AI role-playing operator, shows new downloads of these apps restricted in several countries including the US and UK. Whether Apple directly ordered any individual removal has not been confirmed.

Not every Korean service is affected

Zeta led the domestic AI character chat market in the first half of the year with an average of 1.29 million monthly active users, according to IGAWorks Mobile Index. It was also criticized at this year's National Assembly audits over minors' exposure to sexual and violent AI conversations. CEO Kim Jong-yoon was named a witness before two committees but skipped both, citing overseas business trips.

Not all local rivals have been hit. Wrtn Technologies says its Crack, Charaf and OOC apps remain available on the App Store, with in-app payments working normally.