Big Brother Apple
Twenty-six years ago Apple ran the still-famous 1984-based commercial during Super Bowl. In the commercial, the colorful heroine hurls a hammer at a giant screen of the Big Brother-figure, as an army of unknown mindless drones watch. Apple positioned itself as a champion of freedom in sharp contrast to this massive, controlling establishment. How times have changed.
Several iPhone app developers have reported that their apps have been pulled by Apple, due to sexual content (which Apple considers to be anything from skin to swimwear to silhouettes). MacRumors reports over 5,000 apps have already been taken down in the last few days. Apple’s reach is especially surprising, as the apps range from the overtly sexual (such as those that compile pictures of scantily-clad women) to games where the heroine is dressed in a slightly revealing outfit. [TouchArcade]
The developer for the Wobble app spoke to Apple and shared this list of rules:
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 this pic)
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 …)
I, for one, have always been extremely disturbed and offended by the list of certain apps found in the App store; my searches for language or cultural apps using keywords such as “Chinese” and “Taiwan,” seemed more to produce apps of Chinese girls than apps on China. However, their sudden shift to guillotine apps they deemed “inappropriate” marks a very unsettling position by Apple. Now, Apple has taken on the role of Big Brother, Mother, and Father, deciding for the rest of us, what is appropriate. While today it may be sexual content, what’s to prevent Apple from deciding action games too violent, or blockbuster movies too gory for our own good? Is Tomb Raider out of the question now; what about pictures of figure skaters or Olympic swimmers for ESPN’s FreezeFrame game; better put on a shirt Michael Phelps!
Strange enough, the App Store has an existing ratings system; instead of downright removing all Apps, it seems to be within Apple’s ability to restrict access to mature apps via their age ratings. iPhones has parental controls, iTunes uses registration data; why not let consumers decide and give the responsibility to them? Apple is all about quality control and the user experience; but when is it crossing the line? What is too much, too much?
While it’s ultimately Apple’s product and decision to make, consumers must ultimately decide whether to idly stand or to take a stand against Big Brother Apple.





