Given Apple's previous attitude toward developers for its App Store, and the regulations it puts in place, it should come as no surprise really that they've thrown the cat among the saucy pigeons this week. The Cupertino company have rolled out Phil Schiller, head of worldwide product marketing, to explain why purveyors of titillating apps - including swimsuit-clad ladies, jiggling chests and rock-hard glutes - are finding their software unceremoniously yanked, despite meeting Apple's previous age restriction guidelines. The answer? Some developers had been submitting "an increasing number of apps containing very objectionable content."
Apparently Apple was tiring of customer complaints that the App Store was turning too top-shelf in its offerings, though as we've seen before there's a degree of inconsistency that has led to several accusations of hypocrisy on the company's part. While many titles from small developers have been pulled from the virtual shelves, others - such as from Playboy and Sports Illustrated - are still on sale.
"It came to the point where we were getting customer complaints from women who found the content getting too degrading and objectionable, as well as parents who were upset with what their kids were able to see ... We obviously care about developers, but in the end have to put the needs of the kids and parents first" Phil Schiller, Apple
Says Schiller, "the difference is [Sports Illustrated] is a well-known company with previously published material available broadly in a well-accepted format", seemingly ignoring the fact that Apple themselves approve all apps before they make it into the App Store. With some developers finding that their previously profitable wares have suddenly stopped providing income, it looks like Apple still have a PR battle on their hands if they don't want to be labeled prurient hypocrites.