Apple requires 18+ ratings for dating apps and AI companions — age-gating reshapes app distribution

Context

Apple's updated App Store rules will require 18+ ratings for dating apps and AI companions that offer sexual or romantic content. The change tightens age controls on a fast-growing category and gives platform policy a direct effect on how these products are marketed and onboarded. Growth, partnerships, and paid acquisition teams working in dating or companion AI should check how the rating affects discoverability and conversion.