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Phil Schiller Acknowledges New App Store Sexual Content Ban and Exceptions

The NY Times reports on Apple's new policy blocking overtly sexual apps. Apple's head of worldwide product marketing Phil Schiller explained the reasoning behind the decision, citing an increasing number of apps with objectionable content:

"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," Mr. Schiller said.

When asked about the needs of the developers who were affected by the policy shift, Schiller said that while they cared about developers, in the end "have to put then needs of the kids and parents first". Analysts suspect the upcoming iPad was in part a reason for the policy change. The iPad is expected to be popular amongst families and schools which could object to such applications.

Schiller does explain that well established brands are given a pass such as Sports Illustrated's Swimsuit app or Playboy's app:

"The difference is this is a well-known company with previously published material available broadly in a well-accepted format"

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26 months ago
Makes sense.
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26 months ago
I fully support Apple doing this. It isn't censorship, it's choosing what they want to offer in their store.

If you want boobs on an iPhone, use Safari. Plus, anything to help filter all the untold crap out of the App Store is a blessing.
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26 months ago
I bet there is one app that he will not be banning any time soon.... cookbook apps.

Oh, and if women don't like them, don't look or buy them. I don't use the apps myself, but if I want too, provided the images don't have under-age children, then its my privilege. Too bad you are offended, if you are, don't look.
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26 months ago
I agree with his statement. It's very understandable

I hate how people are thinking they are trying to control the app store.
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26 months ago

If you want boobs on an iPhone, use Safari


How long until we se "parents who were upset with what their kids were able to see" with Safari?

Giving a child unfettered access to the internet on a portable device is a danger far worse than these apps.
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26 months ago
While I do agree with the apps they've removed, the problem for me is the removal of anything period. Just leave it alone.
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26 months ago
I thought this was the whole point of ratings?...For parents to set what their kids can and cannot have access to. I mean, why remove apps if you have ratings and ratings control in place in iTunes already? R rated movies, explicit television shows and songs with explicit lyrics are all available on the iTunes store. Is Apple going to remove those too? Why are apps singled out while other forms of content aren't?

Apple this is a losing battle. You need to get out of the content approval business and judge apps solely on whether or not they contain malware, cause your iPhone to crash or give out personal data without the user knowing. Other than that, you really should not be determining what adults can or cannot purchase. You have ratings and ratings controls in place. It's up to parents to decide whether to use them or not. Don't restrict adults from purchasing whatever products they want in the app store.
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26 months ago
They very easily could create a separate section for adult content. Those Apps don't have to mix with the regular apps at all.

They're losing money by banning these apps......
Rating: 0 Positives / 0 Negatives
26 months ago

I thought this was the whole point of ratings?...For parents to set what their kids can and cannot have access to. I mean, why remove apps if you have ratings and ratings control in place in iTunes already? R rated movies, explicit television shows and songs with explicit lyrics are all available on the iTunes store. Is Apple going to remove those too? Why are apps singled out while other forms of content aren't?

Apple this is a losing battle. You need to get out of the content approval business and judge apps solely on whether or not they contain malware, cause your iPhone to crash or give out personal data without the user knowing. Other than that, you really should not be determining what adults can or cannot purchase. You have ratings and ratings controls in place. It's up to parents to decide whether to use them or not. Don't restrict adults from purchasing whatever products they want in the app store.


Apple can do whatever they wish with the app store. They made it and control it. It's not a debate about free speech. It's a store. A very popular store. Any store can choose what they want to put in it.
If people don't like it there are alternatives.
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26 months ago
I'm sorry, but that's complete ********. FIrstly, PlayBoy and Sports Illustrated getting a pass because they also market other stuff? Puh-leeze, what kind of logic is that?

And oooh won't anyone think of the poor parents and oh-so-traumatized kidz?

Apparently they never heard of the age filter, then.
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