Apple Removes Cal AI From App Store Over Deceptive Billing and Payment Violations

Apple Makes Its Position Clear With Cal AI App Store Removal

Apple's recent enforcement action against Cal AI — the viral food-logging application owned by MyFitnessPal — sends a loud and clear message to developers: the company is still watching closely how apps handle payments, even in the post-Epic ruling era.

The calorie-tracking app was temporarily pulled from the App Store last week after Apple identified several violations of its platform guidelines. Following corrective action by the developer, the app has since been reinstated.

What Triggered the Removal?

Early speculation suggested Apple had simply penalized Cal AI for directing users to external payment options — a practice that is now technically permitted under current App Store rules. However, Apple clarified to TechCrunch that the situation was far more complicated.

According to Apple, the app committed multiple infractions, including:

• Bypassing Apple's in-app purchase system entirely
• Employing deceptive billing design
• Using manipulative tactics to pressure users into subscriptions

The Payment Bypass Issue

The most significant violation involved Cal AI embedding a third-party payment processor — specifically Stripe — directly within the app to handle transactions for digital content. By doing so, the app completely removed Apple's own in-app purchase (IAP) option from the checkout process.

This directly violated App Review Guideline 3.1.1, which requires that Apple's IAP remain available to users even when an external payment link is offered. It's worth noting that while the Epic Games lawsuit did open the door for U.S.-based developers to link out to external payment platforms, most apps are still obligated to offer Apple's native purchase option in parallel.

The only notable exception applies to so-called "reader" apps — platforms that deliver subscription-based access to content such as books, music, or video streaming. Cal AI does not meet that classification.

Deceptive Billing Practices

Apple also cited Cal AI for misleading consumers through its paywall design, a breach of Guideline 3.1.2c. The paywall in question allegedly displayed a lower weekly rate more prominently than the actual billing amount users would be charged. Additionally, a free trial toggle was reportedly designed in a way that obscured crucial details about the subscription's automatic renewal terms — a classic dark pattern that regulators and platforms alike have been cracking down on.

Manipulative Subscription Tactics

Further compounding the violations, Cal AI was flagged under Developer Code of Conduct Guideline 5.6 for manipulative behavior. When users declined the initial subscription offer, the app would immediately present them with a second, alternative subscription flow — a tactic designed to wear down user resistance.

The app had also accumulated a notable number of negative user reviews, with many customers describing the app as deceptive due to how its third-party payment options were presented.

A Viral App With High Stakes

What makes this case particularly noteworthy is who Cal AI is. The app was originally built by two high school students who scaled the business to an impressive $50 million in annual recurring revenue before MyFitnessPal acquired it in March of this year. Today, it holds the No. 4 position on the App Store's Health & Fitness charts.

By removing such a prominent app — even temporarily — Apple demonstrated it's willing to enforce its rules regardless of an app's popularity or commercial success.

A Warning Shot for All Developers

It wouldn't be surprising if Cal AI's development team had been testing the boundaries of Apple's enforcement appetite in the months following the Epic Games ruling. If so, Apple's response delivered a decisive answer.

The tech giant appears willing to sacrifice a slice of revenue from high-performing apps in order to maintain firm control over how payments are handled across its platform. For developers considering creative interpretations of the updated guidelines, Apple's handling of Cal AI should serve as a clear and public warning.

Neither MyFitnessPal nor Cal AI responded to requests for comment at the time of publication.