The App Store stopped over $2.2 billion in potentially fraudulent transactions in 2025

Leveraging human review and artificial intelligence to combat malicious activity, Apple rejected over 2 million problematic app submissions and blocked more than 1.1 billion fraudulent account creations in 2025

The App Store was built on two core principles: provide users with a secure, trusted place to discover apps, and offer developers a vibrant marketplace to grow their businesses.

Delivering on these principles requires vigilance and dedication. As the digital landscape expands, malicious actors continue to evolve their methods, often using deceptive tactics to target consumers and legitimate businesses. To outpace these challenges, Apple continuously improves its multilayered defences, leveraging a combination of expert human review and advanced machine learning technologies to detect and stop malicious activity.

In 2025, Apple prevented over $2.2 billion in potentially fraudulent transactions, adding to a total of more than $11.2 billion over the past six years. Apple also took a number of actions to block bad actors from distributing malicious software, rejecting over 2 million problematic app submissions last year alone.

Apple’s protections not only prevent harm to users, but also allow developers to thrive in a global marketplace. Today, the App Store is a global destination that welcomes over 850 million weekly visitors across 175 storefronts.

Over the years, bad actors have evolved their methods to defraud users, leveraging tactics such as implementing bot networks to create fake accounts, spam users, manipulate charts, or generate fake reviews.

In 2025, Apple’s Trust and Safety teams stopped multiple large-scale attempts to create fraudulent accounts. Last year, Apple’s systems also successfully rejected 1.1 billion fraudulent customer account creations — blocking bad actors at the outset — and deactivated an additional 40.4 million customer accounts for fraud and abuse.

Apple also takes decisive action to prevent malicious developers from entering the ecosystem, helping to ensure legitimate creators aren’t competing against fraudulent actors. In 2025, Apple terminated 193,000 developer accounts over fraud concerns and rejected more than 138,000 developer enrollments.

To further protect users from harmful software, Apple in 2025 detected and blocked 28,000 illegitimate apps on pirate storefronts, which include malware, pornography apps, gambling apps, and pirated versions of legitimate apps from the App Store. By restricting these storefronts and illicit distribution channels, Apple also protects developers from having their apps cloned, altered, or weaponised for spreading malicious software.

In the last month alone, Apple has also prevented 2.9 million attempts to install or launch apps distributed illicitly outside the App Store or approved alternative app marketplaces.

As powerful AI development tools drive a surge in app submissions, Apple’s App Review process has seamlessly scaled to handle the volume and to help ensure every new app and app update meets the App Store’s high standards for privacy, security, and quality.

In 2025, the App Review team evaluated more than 9.1 million app submissions, helping to welcome over 306,000 new developers to the platform. In addition, the team rejected over 2 million app submissions — including over 1.2 million new apps and nearly 800,000 app updates — for failing to adhere to the App Review Guidelines.

Apple’s App Review has always combined human expertise with machine learning, and that system continues to evolve. Today, a multilayered approach helps reviewers analyse submissions at scale, identify complex malicious patterns, and flag potentially fraudulent apps with greater speed and accuracy.

This compounding investment in advanced systems does more than just catch bad actors — it makes the entire curation process more efficient. By utilising AI to rapidly identify complex malicious patterns, analyse app similarity, and flag potentially problematic changes in app updates, Apple’s systems help human reviewers focus their expertise where it matters most. This not only improves the customer experience by ensuring a high-quality, curated storefront, it also helps legitimate developers get their great apps and updates to users faster.

As deceptive tactics increase in complexity, App Review remains highly vigilant in catching problematic apps. This includes apps that were initially approved as standard games or utilities, such as a puzzle or calculator app, that then modified their software post-review with the intent of financial fraud. In 2025, the team removed nearly 59,000 apps for engaging in such bait-and-switch manoeuvres.

Apple also rejected over 22,000 submissions for containing hidden or undocumented features; over 371,000 submissions that copied other apps, were found to be spam, or otherwise misled users; and over 443,000 submissions for privacy violations.

Apple provides developers with a number of tools and features to assist them as they build their apps, including TestFlight — a service that allows app makers to test and receive feedback on their products from actual users. Apple checks prerelease software before it’s made available to users on TestFlight to help ensure apps maintain the company’s high security and safety standards. In 2025 alone, Apple blocked more than 2.5 million submissions from distribution on TestFlight due to fraud or security concerns.

Ratings and reviews are an essential feature for discoverability, helping users make informed decisions on the App Store and allowing developers to reach new audiences.

To maintain a safe and trusted App Store, Apple leverages a combination of human review and advanced artificial intelligence to identify problematic reviews and inflated ratings. Apple’s Trust and Safety teams integrate AI throughout the entire moderation process to detect spam, offensive content, and inauthentic reviews at scale. Additionally, AI-powered dashboards and rapid data analysis tools accelerate the discovery of new fraud vectors, enabling Apple’s teams to react quickly to deceptive activity and protect the integrity of the platform.

In 2025, Apple processed over 1.3 billion ratings and reviews. Using proactive detection tools, Apple identified and blocked close to 195 million fraudulent ratings and reviews from ever appearing. To further protect the integrity of app discovery, Apple blocked nearly 7,800 deceptive apps from appearing in App Store search results and an additional 11,500 apps from appearing on App Store charts, ensuring that honest developers are properly showcased for their innovation and hard work.

Apple empowers developers to build secure businesses by providing access to world-class payment technologies. When consumers make a purchase with Apple Pay or StoreKit, their payment information is protected by industry-leading encryption. Today, over 680,000 apps employ Apple’s secure payment technologies to sell goods and services safely.

Apple utilises both human review and advanced technology to identify and stop the use of stolen financial information. By leveraging machine learning, Apple teams build powerful models to accelerate fraud detection and quickly evaluate new deceptive tactics. These technologies also provide a comprehensive view of fraudulent activity across customer accounts, devices, and payment methods.

Last year, Apple prevented more than $2.2 billion in fraudulent transactions, stopped more than 5.4 million stolen credit cards from being used to make fraudulent purchases, and banned nearly 2 million user accounts from transacting again.

In addition to Apple’s robust systemic defences, there are a number of tools and features designed to empower users and families to manage their own App Store experiences with confidence.

The Kids category on the App Store is a great way for families to easily find apps that are designed for children. Apps in this category must adhere to a stricter set of App Review Guidelines, such as restrictions on age ratings and in-app advertising. In 2025, Apple rejected more than 5,000 apps from appearing in the Kids category for failing to adhere to the App Store’s strict rules. In addition to this category, Apple provides developers with many cost-free tools to help them build age-appropriate experiences within their app, including the Declared Age Range API and PermissionKit.

Apple also offers features like Screen Time to help parents manage their child’s device usage, including the ability to set app limits, downtime schedules, and content and privacy restrictions. Parents can also use Apple’s Ask to Buy feature to approve every app download and in-app purchase on their child’s devices. If users do encounter issues with any app download or purchase, they can use Apple’s Report a Problem tool to flag these concerns.

Apple will continue to invest in its long-standing commitment to protect the quality and security of the App Store, ensuring it remains the premier destination for users to explore and developers to innovate for years to come. Learn more about staying safe on the App Store at support.apple.com/en-us/122712.