"Skinemax" brings uncensored sex to the App Store.
Apple has, somewhat surprisingly, approved an iPad app from US pay-TV service Cinemax, which brings with it a host of soft-porn movies and TV series.
The Max Go app from Cinematic, which is available free to subscribers of the network, also features the Max After Dark series, which offers delights like "sizzling adult series" Lingerie, Sin City Diaries, and skin flicks like The Hills Have Thighs.
The nod of approval from Apple represents a major swerve from its strict no-tolerance policy when it comes to sexual content, having binned a host of high profile apps down the years while forcing the likes of Playboy to censor its App Store content.
"Apps containing pornographic material, defined by Webster's Dictionary as 'explicit descriptions or displays of sexual organs or activities intended to stimulate erotic rather than aesthetic or emotional feelings', will be rejected."
So has Apple decided to relax its stance and offer the opportunity for more sexual content on the App Store, or is it only a matter of time before "Skinemax" shares the same fate as other banned iPad apps.
One distinguising factor for the service, owned by HBO, is that it requires a cable TV subscription to the Cinemax network in order to access any of the content. For now, the app lives on.