Apple has purged more than 5,000 'overtly sexual' applications after receiving complaints from parents and software developers that they are crowding out the popular App store.
However the move has provoked fury among smaller developers who point out that similar risque content from bigger brands has not been banned.
The Sports Illustrated apps (left) have been allowed to continue in the Apple store, despite thousands, including the Simply Beach app (right), being banned
The Apple app store has been a major draw for customers, with three billion apps downloaded since it launched in July 2008.
There are now 140,000 software applications, most costing no more than a couple of pounds. They vary from time-wasting games to digital books and useful tools.
Then last week, Apple emailed a number of developers telling them their apps were being removed as they did not conform with new content guidelines.
One such app is called Wobble iBoobs, where users can 'wobble' parts of a bikini clad model.
The developer Jon Atherton said the removal notice from Apple noted: 'We have recently received numerous complaints from our customers about this type of content and have changed our guidelines appropriately.
The Wobble iBoob application was one of thousands to be taken down from the Apple store over the weekend
'We have decided to remove any overtly sexual content from the App Store, which includes your application.'
When asked for more specific guidelines Mr Atherton said he was told no images of women in bikinis would be allowed.
This was backed up by the British developers of the 'Simply Beach' app.
They were stunned when the phone giant pulled their online shopping application because its pictures of girls in kaftans and bikinis were deemed too risque.
'We thought Apple was joking'
Managing director Gerrard Dennis said: 'You can see much worse at your local swimming pool.
'I hope that the women who buy and wear our products do feel sexy in them, but it's not the sort of thing men would download in order to ogle.
'The e-mail arrived straight to a junk mail folder on Friday and at first 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.'
Apple executive Phil Schiller said they had removed around three per cent of the apps as they were unsuitable for family viewing and they had 'to put then needs of the kids and parents first.'
Strangely, a number of 'sexy' applications featuring scantily clad models from Sports Illustrated have not been banned.
When challenged about this inconsistency, Mr Schilling said the source of the app was also taken into consideration.
'The difference is this is a well-known company with previously published material available broadly in a well-accepted format,' he told the New York Times.
Analysts said Apple are making sure the App Store doesn't scare off new customers as their products go mainstream.
They are hoping their new iPad tablet computer will be a family product and used as an educational tool.
Gene Munster, an analyst at Piper Jaffray, said: 'At the end of the day, Apple has a brand to maintain. The bottom line is they want that image to be squeaky clean.'
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