Sexgate II: Apple Says No to Sex, Sexual Content, Bikinis, Innuendo, Anything Arousing, and Implications of Sexual Content

Sexgate II: Apple Says No to Sex, Sexual Content, Bikinis, Innuendo, Anything Arousing, and Implications of Sexual Content

Too hot for Apple. But why is Apple clamping down on so-called 'sexy' apps?


Nicole reported on Friday that sexy apps have been pulled from the App Store, and I followed up over the weekend with Apple Censorship Reaches New Level of Stupid: Daisy Mae Pulled (FNAR!), a story about Robotron-style shooter Daisy Mae being removed because—horrors!—it has shocking content such as innuendo and a women in a pair of short shorts.

According to the developer of Wobble (which Apple seemingly considers an utterly filthy, disgusting and horrible app that enables you to add wobbly bits to any iPhone picture, which therefore has the potential to bring down civilisation as we know it, and not—as you might have thought—a little bit of harmless fun), prudes the world over will be delighted by the finer details of Apple’s stance.

After speaking with Apple, Wobble’s creator reveals that he spoke to Apple and was told what is now banned:

1. No images of women in bikinis (Ice skating tights are not OK either)

2. No images of men in bikinis! (I didn’t ask about Ice Skating tights for men)

3. No skin (he seriously said this) (I asked if a Burqa was OK, and the Apple guy got angry)

4. No silhouettes that indicate that Wobble can be used for wobbling boobs (yes – I am serious, we have to remove the silhouette in [the Wobble pics shown above])

5. No sexual connotations or innuendo: boobs, babes, booty, sex – all banned

6. Nothing that can be sexually arousing!! (I doubt many people could get aroused with the pic above but those puritanical guys at Apple must get off on pretty mundane things to find Wobble “overtly sexual!)

7. No apps will be approved that in any way imply sexual content (not sure how Playboy is still in the store, but …)

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This explains why Daisy Mae got the boot—even if you ignore the ‘bikini’ rules, it would have breached rules 5 and 7. In other words, even innuendo is too strong for Apple when it comes to sex. We’d best set fire to Duke Nukem, GTA, The Sims, and a whole bunch of other games, then, including Vancouver 2010.

What this doesn’t explain is how Playboy’s so far escaped the ban, nor why Apple’s doing this in the first place. The App Store has a ratings system in place. Sure, it’s somewhat broken, but it’s at least there. There’s no reason why Apple can’t just enforce a 17+ rule for apps of this type and get on with things as usual.

What seems more likely is that Apple is using the claim that many people (who, frankly, need to get a life) have complained about ‘sexy’ apps (which, presumably, includes ones that aren’t actually sexy in the sense that normal people would use the word) to create a ‘safe’ (read: sanitised) environment for advertisers and education. In the former space, it’s clear advertisers—particularly in the USA—are often against being aligned with sexual content, no matter how mild. In education, there have already been cases where schools have ditched plans to provide students with Apple handhelds, due to them enabling access to smut. That said, with parental controls in every device and App Store ratings, Apple’s current decision seems absurd in the extreme, not least because the app that provides the fastest access to sex, sexual content, bikinis, innuendo, anything arousing, and implications of sexual content is Apple’s own Safari.

About the author

Craig Grannell

Craig Grannell is Cult of Mac's designer and an occasional contributor. He also runs iPhoneTiny.com, a Twitter-driven reviews site for iPhone apps and games. Follow Craig on Twitter @CraigGrannell and visit his website, Snub Communications.

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  • Brad Saunders

    Good for Apple! Are we so addicted to sexuality that we need to carry 3-inch images of boobs in our pocket? Think about how ridiculous that sounds. Craig, you say get a life…why not tell that to the 13 year olds who are sexting each other because they saw naked women on dad’s iPhone?

  • http://www.snubcommunications.com Craig Grannell

    Frankly, that’s absurd, and you know it. No child is going to turn into a sex-crazed beast specifically because of the likes of iWobble, especially when you consider that Safari is the quickest and easiest method of accessing porn on an iPhone. Also, as I noted, the App Store and iPhone have an age-rating/parental control option that is not being used here. Furthermore, I am not specifically referring to iWobble, but Apple’s usual ridiculous blanket stance, which in this case resembles something from the 1800s.

    Still, if you’re genuinely OK with Apple creating an app ecosystem where it’d ban an app—ANY app—where a woman’s in a bikini, but is fine with dozens of sniper apps, bully for you. Personally, I find shooting people in the head rather more distasteful than a girl wearing a bikini.

  • joh

    While I can understand many things going on with Apple and the app store this is getting absurd now.

  • e.phemera

    sorry they took your porn away Craig.

  • http://www.zoomata.com Nicole Martinelli

    It looks like most of the “Epic Boobs” apps & similar have been pulled since we did the Friday story…You can still buy an app that will give you a porn name & buy a tips app called “amazing sex life,” though…

  • http://www.snubcommunications.com Craig Grannell

    @e.phemera: Don’t be pathetic. This isn’t a pro-porn argument, and you know it. There is a wider issue here, and it’s to do with a bizarre puritanical approach that will do more than just affect throwaway boob-jiggling apps. For example, these rules will potentially ban a speed skating game, The Sims, and so on. If Apple said “no hardcore porn apps”, fine. If it said “actually, no porn apps, period,” fine. But this is just a level of crazy that even makes Nintendo look like porn barons by comparison. And, as I’ve already said, it’s doubly absurd when you consider the fact there’s a ratings system in place and parental controls.

  • Brad Saunders

    Hey, the over the top violence is just as bad, and I agree with you about the shooting people in the head, but can you explain why twelve and thirteen year olds are having sex? Could it just possibly be that it’s shoved in their face at every turn? Where’s your limit Craig? Is it okay to stare at a 20 year old’s naked body? If/when you have a 20 year old daughter will it be okay for ME to stare at her naked body?

  • http://www.snubcommunications.com Craig Grannell

    @Brad: Can I explain that? No. Thing is, this has happened throughout history, and one could easily argue that shielding kids from information (and, in some cases, contraception) is the real danger. It’s interesting to note that certain European countries with a more liberal attitude towards sex and sexual content than, say, the USA and UK, have significantly lower levels of teenage pregnancy and kids in those countries also a tendency to start having sex at a later age.

    However, I’m being pretty restrained in responding to the second half of your comment, which is incredibly insulting. I have at NO POINT advocated porn on the iPhone. I have at NO POINT advocated “star[ing] at a 20 year old’s naked body”. For you to suggest what you did is out of order.

    I am talking in my articles about a rational, adult and sensible approach to content that, frankly, wouldn’t be out of place on the television at 8pm, and that you see in hundreds of movies and comic books. Do you really think Daisy Mae is equivalent to staring at my hypothetical 20-year-old daughter in the nude? Should Apple ban X-Men comics, since the female characters (and male ones, for that matter) often wear tight-fitting clothing? Do you really equate innuendo or bikinis with porn? If so, that utterly beggars belief.

    If there is a line to be drawn (and while I’m not a huge fan of censorship, I can deal with that), then that’s fine. However, the placement of the line is hugely important, and Apple’s being absurdly conservative with its current stance. And, as I’ve said repeatedly now, Apple’s also being hugely inconsistent, given that the opening image of the NOT BANNED Playboy app on its App Store page is more “overtly sexual” than anything in the Daisy May game and iWobble (which, note, ships with no images).

  • Drew

    Good for apple. I used to be addicted to pornography and it had a grip on my life. I have been porn free for quite a while now but honestly seeing all these sexy apps def does tempt me to pull up some porn on my iPhone. Thank you apple for making it easier for me to break free from our lust infused culture.

  • http://www.snubcommunications.com Craig Grannell

    Except, Drew, that every iPhone and iPod touch ships with Safari…

  • Brad Saunders

    Hey Craig, my apologies. I wasn’t meaning to imply anything about you personally and I do apologize if that’s how it came out. It was completely unintentional.

    I’m simply saying that we seem to be okay with a lot of this stuff but then get all worked up when it hits us personally. Watching someone get mutilated in a Saw movie is great…until it happens to your neighbour, or a family member. And you are absolutely right about the hypocrisy of Apple to ban Daisy May and not Playboy. Clearly, one is worse than the other and removing Playboy would hit Apple where it hurts the most – the bottom line – so their motivations are far from pure. Still, I applaud them for at least taking a small step.

    It would be totally irresponsible for me to say that adding Wobble to your iPhone or reading x-Men comics is going to cause you to go out and rape a woman or shoot up a high-school, but don’t you think that cumulatively there has to be some effect? A lot of the content in the 8 pm TV shows used to be saved for after 10 pm when (theoretically at least) the kids had gone to bed. It’s a difficult discussion that you and I aren’t going to fix here but it is a good discussion to have nonetheless. I appreciate your comments and at least trying to think it through unlike a lot of folks.

  • Jay

    It’s not only Playboy, there is also Sports Illustrated Swimsuits, and Maxim Magazine still on there.

    I have nothing against them taking a puritanical approach against sexual content, but if you are going to do it be consistent and don’t excuse the big names because you are afraid of upsetting your major media partners.

  • Alfred

    From (what I imagine to be) Apple’s perspective, they have three choices:

    1. To keep things as they are,
    2. To create a separate, ratings-controlled, ‘Adult’ section of the App store,
    3. To ban all such content

    What’s wrong with option 1 (“keep things as they are”):

    Many children are given iPod touches by their parents, and many education authorities are interested in giving them to their students, and this may also be the case with the iPad. However, any parent or schoolteacher perusing the App store will see soft porn-style apps often listed in the Top 25 and the app categories. Many parents and teachers would freak at the very idea of such apps being listed. Even with the presence of parental controls, some parents and education authorities would not either not trust these to work, not bother even learning how to enable them, or make the assumption that the kids would somehow get around such restrictions anyway. As Craig says in the article, “there have already been cases where schools have ditched plans to provide students with Apple handhelds, due to them enabling access to smut”.

    So not only does it damage Apple’s income, but it also damages Apple’s corporate image.

    What’s wrong with option 2 (“create a separate ‘Adult’ section of the App store”):

    This would only work if parents and faculty enabled parental controls. Many will not, and will blame Apple anyway when their kids download inappropriate content. Other parents may worry that their kids would get around the parental controls. Further, such a move would appear to show Apple condoning the creation and sale of soft “porn” Apps. This would damage their corporate image – especially in the United States.

    What’s wrong with option 3 (“ban all such content”):

    Developers of the so-called “porn” apps would be annoyed, as well as people wishing to buy such content. However, such content is freely available via the Internet, and people determined enough can always jailbreak their device.

    From what I imagine to be Apple’s perspective, option 3 is the best. The best for Apple’s reputation and image, and the best for Apple’s shareholders.

    Goodbye iPorn. Don’t let the door hit your bikini-wrapped ass on the way out.

  • http://www.snubcommunications.com Craig Grannell

    @Brad: Thanks for the clarification and additional post. For what it’s worth, I find torture ‘porn’ such as Saw distasteful, but I’m not sure how relevant that is to this discussion. One could perhaps place what Apple’s talking about on a sliding scale: hardcore porn, softcore porn, saucy images/titillation, standard pics of a person in a bathing costume. Partly, context comes into play, but even in a basic sense, these things are entirely different. By treating them all as some kind of evil, Apple’s going overboard. (Would it really be sensible to, say, ban a Saucy Seaside Postcards app, even if it was saddled with a 17+ rating?)

    Also, given that you can buy movies and audiobooks (and presumably soon iBooks) with sexual content in iTunes, why ban all apps of this type? And even if Apple decides to create such discrepancy, why ban all apps that even include ‘innuendo’ or bikinis? Like I said, draw a line, but at least put it in a sensible place. How far does this go? No guns? (Remove Doom, Wolfenstein, etc.) No violence? (Remove Street Fighter, Civilization Revolutions and all warfare/battle games of any type, and all platform games where you jump on someone’s head.) As for cumulative effect, I’m not sure Apple’s stance will do anything bar turning its devices into the Disney of the industry, thereby scuppering its chances in the gaming space and actually making it even more child-oriented than the DS. (And regarding ‘cumulative effect’, what would you suggest? Should every woman in the USA be forced to wear a burqa, or be banned from wearing a bikini on the beach? Frankly, I think Apple should just use a little common sense here, although it doesn’t really seem capable of doing so.)

    @Alfred: On your points. 1 and 2 exist anyway. The App Store has ratings and iDevices have parental controls. For whatever reason (my suggestion mostly being advertising and perhaps also education) Apple is ignoring these things, instead choosing to be a brutal censor. On the assumption of technically literate children getting round restrictions, I doubt too many horny teens would find it terribly tricky to open Safari and type ‘big boobs’ (or whatever) into Safari’s search field.

    In terms of corporate image damage, I think Apple’s current decision is just as damaging. It’s giving ample ammunition to every other provider that Apple is closed and restricted. It’s, in a sense, turning into Microsoft, and at a time when Microsoft rather absurdly sees itself as the counter-culture player in the mobile space. Apple’s not for once in a position where it has nothing to lose and everything to gain—today, the opposite is true.

    On option 3, the issue is what content is banned. Apple has shown that to date it’s never been consistent in applying ratings and bans. One eBook reader gets a 17+ rating, due to enabling access to content that every other reader also accesses (and yet they get 4+ ratings). Elsewhere, certain apps sneak through, and others by high profile players somehow get ‘ignored’. And in the fallout, dozens of harmless apps that are less offensive than a Carry On film, containing content no more racy than a photograph of any beach in summertime.

  • Jim H.

    Craig, I think you’re misreading the risk factors for Apple a bit. This whole issue is an inevitable extension of the App Store model: the closed system not only means that Apple CAN ban apps, it also means that APPLE themselves is the one selling apps that many people consider objectionable. No one is saying “Why is Apple putting smut on the internet?” — but people ARE asking why “Apple” is selling smutty apps.

    Yes, getting a reputation for overly tight and/or arbitrary controls is undesirable. Of course, techies have been complaining to Apple for years in this regard, and Apple seems to think that the majority of its market is more interested in a seamless experience than command-line hacks. Apple is probably most concerned about “risk to kids” insofar as it affects things like educational sales, but with the iPad coming out, and various people saying “this is perfect for my mom,” the effect of skanky apps on the user experience is likely the bigger concern. (“I showed my mom how to use the app store, but she says she won’t go there because it’s full of smut.”) Could they just hide it well? Maybe.

    It’s also worth noting that the iPad screen is MUCH larger than an iPhone’s, so if you’re perusing your girly app on the subway, bystanders are much more likely to see what you’re seeing.

    As far as arbitrary and extreme limits: I agree that denying an app which shows figure skating videos seems pretty silly. But I suspect that reason for these limits is that the people who want to produce soft-core apps are a persistent bunch, and will seek out any loophole they can find. Figure skating outfits okay? Let’s pose a bunch of women in skating outfits — with low-cut bodices, tight boob shots and b*tt-f me poses. Maybe the app can show skin, but that can’t be the *only* reason for its existence. No prob! A naked lady shows you the NWS forecast. The way for Apple to get around this is to use “we’ll know what we object to when we see it” standards, but developers (and this blog) have been demanding clear, consistent standards. Well, now you’ve got ‘em. If they’re over the top, I suspect porn purveyors who won’t take no for an answer are to blame.

    Finally, I think the discussion as to whether these apps make anyone into a rapist, etc. sort of oversteps the issue. Let’s imagine for a second that you are a serious geek: I mean the type that gets used as a stereotype in movies — and I’ve met some, so don’t tell me they don’t exist. Now let’s say that the most popular App Store apps are all images of jocks giving geeks wedgies, dunking them headfirst in the toilet, etc. These images are all over the app store and on tons of iPhones. Does it encourage law-abiding people to attack geeks? Probably not. Does it encourage jocks to torment geeks? Possibly. Are you sick of seeing this crap everywhere, does it make you feel less human, and do you wonder why Apple is catering to people who like this stuff?

    I’m not pro-censorship, but I think it behooves people to think about how it feels for women to see images which objectify and degrade them — and see them everywhere. It can’t be fun, or improve young women’s self-images. Does censorship have chilling consequences? Yes. But don’t pretend that displaying porn on your iPhone has absolutely no consequences, and is strictly between you and your private parts. It’s not that simple.

  • http://www.snubcommunications.com Craig Grannell

    The problem, still, is that the fallout of Apple’s decision in this regard affects innocents, too. Assuming an interviewee gets back to me later, I’ve already heard about one perfectly innocent company that’s been screwed over by this ban, and accused of having an app with “overtly sexual content”, the results of which could affect their bottom line for no good reason.

    As for Apple saying people can get around the rules, so what? Apple’s clearly got a hell of a lot of subjectivity within the current approvals process anyway. A blanket ban on skating outfits makes no sense at all, given that I’m sure even the most dullard reviewer could tell the difference between “Winter Games: iSkate” and “B*tt-f me in Vancouver”.

  • Charli

    i can’t find the link at the moment but in another article it was noted that this Wobble app had not been updated in over a year. And last spring all apps developers were asked to test and certify their apps were 3.0 AND add a rating for the new parental control system.

    if Wobble wasn’t updated perhaps the developer never put in the rating. As perhaps was the case with a number of other ‘skin apps’. And it would certainly be more titillating (pardon the pun) to leave out that detail and make Apple look like jerks.

    Also Craig I’m sure that any app that was removed that was in fact educational and not just blatant porn would be able to contact Apple and be reinstated. If nothing else, they’d hunt down Steve Jobs email (which isn’t that hard anymore) and put him on the case.

  • Fred T

    Craig, I couldn’t agree more– this redefines the term “silly”. The 1800s comment is right-on. If they have a rating system and enforce it, then why is there a need for some censor at Apple to determine if an app is “too racy”? Are they also going to start policing computer apps as well, and sicking their overzealous legal team on developers there? For those of you debating Craig over this, there’s ONE SINGLE WORD you need to take note of in his arguments: *Safari*. End of story. The rest of these apps don’t hold a candle to the “inappropriate content” that can be had w/ a simple web browser. More basically put: the App Store simply is _not_ the front line in keeping kids away from porn.

    Silly, silly, silly!! [not to mention frightening, inconsistent (Playboy), and hypocritical]

  • Jim H.

    “The problem, still, is that the fallout of Apple’s decision in this regard affects innocents, too”

    I don’t disagree. I’m not saying the new guidelines are a good solution, but I can see how Apple got to where they are now. The fact that they’re as bad a solution as they are reflects how difficult this issue is.

    “As for Apple saying people can get around the rules, so what? Apple’s clearly got a hell of a lot of subjectivity within the current approvals process anyway. A blanket ban on skating outfits makes no sense at all, given that I’m sure even the most dullard reviewer could tell the difference between “Winter Games: iSkate” and “B*tt-f me in Vancouver”.

    I also agree. What I’m saying is that people have been decrying Apple’s unclear guidelines and their apparently inconsistent application of them — but if Apple is going to institute completely clear guidelines *and abide by them,* those guidelines are inevitably going to paint with too broad a brush, because some developers are going to try anything they can to meet the requirements and still produce an app that they KNOW Apple doesn’t want.

    I mean, how did the iWobble developer know that skating outfits aren’t allowed? Does Apple list that one explicitly, or does he want to create a legit iSkate app — or was it part of the dev’s discussion with them: “well, what about French maid uniforms? Superhero costumes? Skating outfits?”

    In the end, I think the lesser evil is to let Apple use their discretion, although this can be frustrating for developers and has also produced innocent victims at times.

    I’m not uniformly defending Apple here, but I think at times the arguments against them (not necessarily your arguments), take the attitude that there is some kind of perfect solution out there, and Apple is too stubborn to take it. The only simple solution is to allow any kind of app on the iPhone/iPad, which I know is what many people favor. But while that may work well for certain developers or users, I think it’s fair to say that it does have drawbacks for Apple. It would either mean that the App Store *is* selling “B*tt-f me in Vancouver,” or it means that Apple allows apps to be sold by anyone, with the attendant security risks and stability problems.

  • http://www.snubcommunications.com Craig Grannell

    @Charli: As per the article I just put up, Apple’s already yanked one swimwear retailer’s app, costing them revenue. Even in the unlikely scenario that Jobs takes an active interest, the app will still be down for an extended period of time and for no reason. Apple could and should have realised this app does not contain overtly sexual content.

    @Jim H: Fair enough, and thanks for posting a balanced, reasoned comment. I just wish that Apple, given that it paints with such a wide brush and has such a subjective stance, would take a little more care. The fact a swimwear retailer’s just been caught in this is simply unacceptable.

  • Douglas Nel

    Good for Apple!!! Finally a porn free zone. Yet another reason to love Apple.

  • Church of Apple

    This is bullshit.

  • Thomas from Germany

    Apple should watch their 1984 ad over and over again. Here is what Big Brother told us:

    “Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology. Where each worker may bloom secure from the pests of contradictory and confusing truths. Our Unification of Thought is more powerful a weapon than any fleet or army on earth. We are one people. With one will. One resolve. One cause. Our enemies shall talk themselves to death. And we will bury them with their own confusion. We shall prevail.”

    Will Apple be the next Big Brother?

  • Blackyb

    Way to go apple. Everyone I know is tired of seeing someone elses’ boring butts and boobs. Stand up. Some people are so ignorant they make sexual innuendo out of everything. Just boring and nasty. Who cares what Holloywood show offs do, just keep it off the air and away from people who find it offensive. Base people hang together until they get their brains back in their head from trying to be so broadminded their brain cell falls out (I did say and meant brain CELL.)

  • Blackyb

    Even animals do not act as base as some people do. The Hollywood “look at me” crowd just wants everyone to stop what they are doing and look at them like they are 3-year-old. The most of them are boring and are vying for attention, even if they have to swap spit, fondle and go nude. It is sick and sickening. Who cares except for the stupidity? When they cannot produce good tv or movies they revert back to something that draws attention even if is negative attention.