Apple has removed nearly all "sexy" content from its Apple Store, saying it came to the decision due to the fact customers found some content "objectionable".

It came to the point where we were getting customer complaints from women who found the content getting too degrading and objectionable, as well as parents who were upset with what their kids were able to see," Apple SVP of Worldwide Product Marketing Phil Schiller told the New York Times.

A select few sexy applications will remain on the App Store including Sports Illustrated's swimsuit app and Playboy a decision that is reported to have angered some developers.

When asked about the Sports Illustrated app, Schiller said Apple took the source and intent of an app into consideration.

(Xinhua News Agency February 23, 2010)