∞ Apple reinstates swimsuit designer's iPhone app on App Store

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Yesterday we brought you news about Simply Beach, a UK-based swimsuit design company that had its app removed by Apple from the App Store. Today, there is good news.

On Wednesday the app found its way back on the App Store, although there has been no explanation from Apple on why it was put back.

“Being charitable to Apple, maybe they made a genuine error,” said Gerrard Dennis, Managing Director of The Simply Group. “However, if that were the case I think an apology would have been forthcoming. ”

Simply Beach was informed on Tuesday that its app was being removed because it contained “overtly sexual content.” The app, according to the developer, is nothing more than a catalog of products that it sells from its Web site.

Apple has also reportedly added a new “Explicit” category for developers when submitting apps, according to MacRumors. That category doesn’t show up in the App Store yet, but it would seem Apple is ready to make way for the category in the near future.


  • Lucas

    it is very possible that the search, pull and inform was all automated and a handful of bad hits happened. so Apple fixed this one that clearly didn't need to be pulled. No need for a witch hunt.

  • Chris

    Um, 5000 apps purged in a matter of a couple of days!!! How many other "bad hits" needs to be reinstated on the app store?! Apple IS a software company that has the talent that can surely inform it's automated search, pull and inform of doing it's job semi accurately. No witch hunt needed, accountability, however, IS!

  • Zack

    When I was young I jerked-off with the help of the SI Swimsuit issues. I would have been all over Simply Beach.