Cal AI crackdown shows Apple is still policing App Store payments

Apple removed the calorie-counting app Cal AI from the App Store last week, citing violations of its guidelines regarding external payment systems. The app, which was acquired by MyFitnessPal in March, had grown to $50 million in ARR before the acquisition and holds the No. 4 spot on the App Store’s Health & Fitness charts. Although the app has since returned to the store after addressing the issues, its temporary removal highlights Apple’s strict stance on how developers handle transactions outside its ecosystem.

The dispute centers on how developers bypass Apple’s proprietary payment system, known as in-app purchase (IAP). Following a court ruling in a lawsuit brought by Epic Games, Apple’s App Store Guidelines allow U.S.-based developers to link out to external payment systems. However, under these rules, apps must still offer Apple’s IAP option alongside any external link. The major exception is for “reader apps”—which Apple defines as apps providing subscription-based access to digital content like books, music, or video. Because Cal AI is a utility and does not qualify for the reader app exception, it was required to maintain the standard IAP option.

According to Apple, Cal AI bypassed the standard checkout flow by implementing an embedded payment system using Stripe, a third-party payment service, to unlock digital goods. By doing so, the app removed Apple’s IAP as an option for users during checkout. Apple also claimed that Cal AI engaged in “deceptive billing practices” and “manipulative tactics.” Specifically, Apple alleged the app’s paywall was designed to mislead consumers by displaying weekly pricing more prominently than the actual billed amount, and that it used a toggle that obscured automatic renewal details. Apple also cited other “manipulative tactics,” such as prompting users who declined an initial subscription offer with a second, different purchase flow. Furthermore, Apple noted that the app faced numerous negative user reviews labeling the app a “scam” due to how it presented its third-party payment options.

Why it matters

Apple’s response to Cal AI serves as a warning that the company is still actively policing its App Store payment guidelines, even following the legal pressure from the Epic Games ruling.