Tech analyst MG Siegler of TechCrunch.com examined the ratings system and spoke with iPhone app developers to find out about the hoops they must jump through in order to get an app approved. Siegler described a system that purports to allow adult and otherwise R-rated content without actually allowing it.
Any developer who submits an app for approval must complete an online questionnaire called a "ratings matrix." Apple asks the developers to rate the level of different types of objectionable content on the app. As the developer fills out the form, they see dynamically updated display of their app's final rating.
Here are the 10 areas of possibly objectionable content:
- Cartoon or Fantasy Violence
- Realistic Violence
- Sexual Content or Nudity
- Profanity or Crude Humor
- Alcohol, Tobacco, or Drug Use or References
- Mature/Suggestive Themes
- Simulated Gambling
- Horror/Fear Themes
- Prolonged graphic or sadistic realistic violence
- Graphic sexual content and nudity
Of more concern for adult developers is Apple's confusing policy regarding sexual content.
"You’ll notice that there’s a question about both Sexual Content or Nudity and Graphic sexual content or nudity,'" Siegler wrote. "What’s interesting about this is that apps with Sexual Content or Nudity are still allowed — even if you select Frequent/Intense in that field. You’ll get a 17+ rating, but your app will still be allowed. However, if you click even Infrequent/Mild in the Graphic sexual content and nudity, your app is banned. I’m not sure what the difference is between 'intense sexual content and nudity' and 'mild graphic sexual content and nudity,' and neither do a lot of developers."
Siegler also slammed Apple's hypocrisy. Apple sells movies with sex and violence through iTunes. The Safari web browser is the most powerful adult app on the iPhone. But Apple rejects any such apps for the App Store. Siegler also expressed support for the eventual approval of such content.
"I can understand why Apple would want to restrict mature apps before it had parental controls in place for them, but now it has those in place," Siegler wrote. "There should be no reason why an adult shouldn’t be allowed to get an application with nudity in it if they want."