Bikinis only acceptable from 'well-known companies' now.
Apple's head of worldwide product marketing Philip Schiller has spoken publicly about the company's crackdown on saucy apps - but his comments risk provoking further anger from independent developers.
Schiller tells the New York Times that in recent weeks, an increasing number of apps with "objectionable content" had been submitted to the App Store - and that objections had been raining in from users.
"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," said Schiller.
However, as numerous commentators have pointed out, some developers have seen their bikini-focused apps pulled, while Sports Illustrated's official Swimsuit Edition app (pictured) is still on the store - and being promoted by Apple.
"The difference is this is a well-known company with previously published material available broadly in a well-accepted format," said Schiller.
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Ouch.
What's controversial here is the initial claim that Apple is targeting material that is "degrading and objectionable", and then the seeming admission that separate lines are being drawn between what's allowed for big media brands and indie developers.
It's worth noting, though, that the news is turning attention to the policies of rival app stores. It will be interesting to see how Google, RIM, Nokia and the rest adapt and evolve in response to Apple's policies.
