Apple’s hits Designer Swimwear Retailer Simply Beach with its Sexual Crusade

Simply Beach, the UK based designer swimwear retailer has had their shopping app removed from Apple’s iTunes. In a templated e-mail to Simply Beach Apple claim the app contained “overtly sexual content”. The app developed with respected Apple iPhone developers Explodingphone is a shopping app with pictures of the swimwear sold on the Simply Beach website.

Online PR News – 23-February-2010 – – Gerrard Dennis, the Managing Director of The Simply Group who operates Simply Beach along with six other online stores said “The e-mail arrived straight to a junk mail folder on Friday and to be honest we thought it was a spam joke. We then checked iTunes to find the app had in fact been removed. It seems like political correctness gone mad. It’s just women in bikinis, swimsuits and kaftans.”

On advice from their developers, Simply Beach has resubmitted their app to iTunes but with an age limit restriction. Gerrard Dennis said “We have asked Apple for clarification but have had no reply; we are a small business trying to work in the new mobile world. Apple’s cavalier behaviour is not helpful; we had no consultation, just a ‘we removed you e-mail’. We are as keen as anyone to protect children but the images on the app are no more sexual than you would find in any Sunday newspaper, and there is no age restriction on buying those. There are plenty of sexual apps in iTunes and to categorize our shopping app as one is ludicrous. I wonder if anyone at Apple even looked at it or just banned it because it contained the words swimwear and bikini? Certainly there seem to be plenty of other shopping apps still on iTunes that sell swimwear and underwear, maybe it is because we are a specialist bikini store? You can still view all the images via our product feed to Amazon and then via the Amazon app, so what have Apple achieved, certainly not the removal of the images.”

The app was launched several months ago and is currently undergoing a further upgrade to include multi currency pricing and video streaming. Gerrard commented “This upgrade is now under threat until we find out where Apple’s puritan values lie. This has put people’s jobs at risk as we rely on all income streams. We are not Apple, we don’t have billions sat in our bank account! It would have been better to have had some warning or discussion before removing the app. I assume all clothing retailers that sell anything other than overcoats will now have to be removed from iTunes?”

Note to editors:

1. The Simply Group is a trading name of Simply Scuba Ltd established in 1995. Currently we employ 24 staff across two locations in Whitstable and Faversham in Kent. Our 7 on line stores turnover around £4M with the company still family owned and operated by the founder Gerrard Dennis and his wife Jo Dennis.

2. High resolution product images are available upon request

3. The Simply Group, . Contact Chris Corfield on Tel .