Apple quietly reinstates Simply Beach's "overtly sexual" App

Simply Beach wanted to bring their customers greater ease of shopping their line of bikinis and swimwear, but Apple seemed to have other ideas.

In an attempt to make on-line shopping and finding that perfect piece of swimwear all the easier for busy consumers, Simply Beach, a member of seven sister sites comprising The Simply Group, released a new iPhone app designed to do just that several months ago. The app showcases all of the products found on-line and allows users to do a search by either product or department and from there be able to view pictures and detailed descriptions as seen on the website itself.

With the ever expanding presence of mobile phones the app seemed the perfect answer to shopping on-the-go for customers with a hectic lifestyle. Yet due to unforeseen complications and apparent overly conservative views from Apple, this recent Simply Beach app had been removed from iTunes by Apple with the following explanation from the iPhone App Review team: "Your application Simply Beach, contains content that we had originally believed to be suitable for distribution. However, we have recently received numerous complaints from our customers about this type of content and have changed our guidelines appropriately. We have decided to remove any overtly sexual content from the App store, which includes your application."

This came as quite a shock as citing ‘sexually explicit content' as the sole basis for the ban seemed a bit ambiguous. If the iPhone team are referring to the models wearing the various bikinis and swimsuits, then this would seem to be nothing short of absurd. Any and all of the images depicted on the app are the very same ones used on the Simply Beach website itself, a site that is not only wholly professional and suitable for all ages, but is also no different than any other ‘family friendly' website retailing swimwear.

When questioned to provide specific details of the content they are referring to, Apple did not reply. If Apple feel there should be an age restriction on the App, it does seem a bit perplexing as it would indicate that perhaps there should be an age restriction for all those visiting a beach or pool where they may see these very same swimsuits on actual people with their own eyes in glorious reality!

The Simply Beach app developers Explodingphone noticed the original app had been quietly reinstated on iTunes last night (around 8pm GMT, 23 Feb 2010) with no word from Apple on the subject nor any age restriction.

Gerrard Dennis, Managing Director of The Simply Group who owns and operates the Simply Beach brand commented "Being charitable to Apple, maybe they made a genuine error. However, if that were the case I think an apology would have been forthcoming. We have heard nothing from Apple on subject, but are obviously delighted to have our family friendly app back and we hope people following this story will download it."

ENDS

About Simply Beach:

Simply Beach is one of seven sites comprising The Simply Group owned and operated by Gerrard and Jo Dennis with their team of 24 employees. The iPhone apps are available for each site, although it was only Simply Beach that was singled out as being offensive. Having founded the companies with the aim of catering for their customers and providing them with top quality products and ease of shopping, they continue to do so today with every available technological aid including the App.