Apple has pulled thousands of apps from its app store on the grounds that they feature 'overtly sexual' content - which can be as mild as pictures of people in swimsuits.
The Simply Beach iPhone app - which lets users buy swimwear - is one of several thousand taken down by AppleApple gave no warning to app creators that their apps would be removed - developers found out only when they were told their apps had been pulled, supposedly following 'numerous complaints from customers about this type of content.'
One app developer whose app was removed was told that the ban even extended to ice-skating costumes and a rather vague prohibiition on 'skin'.
Designer swimwear retailer Simply Beach had their app removed, and criticised the decision on their blog, saying: 'We could totally understand if they were topless shots, but there’s nothing like that on our site; just simply beachwear from reputable brands for you to browse and buy.'
And Apple were accused of double standards, after it was pointed out that the official Playboy app - which features semi-naked models clearly designed to titilate - was still allowed on the store.
App developers were told they could make changes to their apps to remove the objectionable content, and then resubmit them for approval.
It is not the first time that Apple have been criticised for having an opaque and inconsistent approach to what apps it allows in its store. Last year, it banned an e-book app on the grounds that users would be able to read the Kama Sutra on it.
There is speculation that Apple is attempting to 'clean up' the App Store in advance of the iPad's release, as the larger-format device is intended to target the family market,
Apple's only comment about the issue so far has been a statement saying: 'Whenever we receive customer complaints about objectionable content we review them. If we find these apps contain inappropriate material we remove them and request the developer make any necessary changes in order to be distributed by Apple.'
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