By Claire Bates of The Daily Mail.
Last updated at 2:46 PM on 23rd February 2010
Apple has purged more than 5,000 'overtly sexual' applications after receiving complaints from parents and software developers that they are crowding out the popular App store.
However, the move has provoked fury among smaller developers who point out that similar risque content from bigger brands has not been banned.
The Apple App store has been a major draw for customers, with three billion Apps downloaded since it launched in July 2008.
There are now 140,000 software applications, most costing no more than a couple of pounds. They vary from time-wasting games to digital books and useful tools.
Then last week, Apple e-mailed a number of developers telling them their Apps were being removed as they did not conform with new content guidelines.
One such app is called Wobble iBoobs, where users can 'wobble' parts of a bikini-clad model.
Its developer Jon Atherton said the Apple removal notice noted: 'We have recently received numerous complaints from our customers about this type of content and have changed our guidelines appropriately.
wobble
The Wobble iBoob application was one of more than 5,000 to be taken down from the Apple store over the weekend
'We have decided to remove any overtly sexual content from the App Store, which includes your application.'
When asked for more specific guidelines Mr Atherton said he was told no images of women in bikinis would be allowed.
This was backed up by the British developers of the 'Simply Beach' App.
They were surprised when the computer pulled their online shopping application because its pictures of girls in kaftans and bikinis were deemed too risque.
Managing director Gerrard Dennis said: 'You can see much worse at your local swimming pool.
'I hope that the women who buy and wear our products do feel sexy in them, but it's not the sort of thing men would download in order to ogle.
'The e-mail arrived straight to a junk mail folder on Friday and at first we thought it was a spam joke.
'We then checked iTunes to find the App had in fact been removed. It seems like political correctness gone mad.'
Apple executive Phil Schiller said they had removed around three per cent of the Apps as they were unsuitable for family viewing and they had 'to put the needs of the kids and parents first'.
Strangely, a number of 'sexy' applications featuring scantily-clad models from Sports Illustrated have not been banned.
When challenged about this inconsistency, Mr Schilling said the source of the App was also taken into consideratio
'The difference is this is a well-known company with previously published material available broadly in a well-accepted format,' he told the New York Times. *coff* *Booshet* coff*
Analysts said Apple are making sure the App Store doesn't scare off new customers as their products go mainstream.
They are hoping their new iPad tablet computer will be a family product and used as an educational tool.
Gene Munster, an analyst at Piper Jaffray, said: 'At the end of the day, Apple has a brand to maintain. The bottom line is they want that image to be squeaky clean.'
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