The fruity peddler of broken iDreams, Apple has finally twigged that it might have scored a bit of an own goal supporting an app which aimed to remove gay people from the world by curing them of their "mental illness".
Apple thought there was nothing wrong with the app and even recommended it for children by giving it four+ stars, which means it did not consider it offensive.
It seemed a little bewildered when the app became subject to a petition signed by 146,000 people calling the Exodus International software to be pulled.
Exodus claims that homosexuality is "a multi-causal, developmental issue and that any individual can experience freedom through the support of caring individuals and the healing power of Jesus Christ." The app aims to give users "a useful resource for men, women, parents, students and ministry leaders" to "reconcile their faith with their sexual behaviour."
The App has been given away since February but mysteriously was pulled last night. Apple has not commented on why it pulled it after giving it such a good ranking.
A lobby group, Change.com wrote to Steve Jobs, the Apple chief executive, pointing out that Apple doesn't allow racist or anti-Semitic apps in its app store.
"Yet it gives the green light to an app targeting vulnerable LGBT youth with the message that their sexual orientation is a 'sin that will make your heart sick' and a 'counterfeit'".
The letter said that Apple clearly had a double standard that has the potential for devastating consequences.
However the app might have had other problems for Apple, over and above infuriating gay people. Dr Gary Remafedi, director of the Youth and AIDS Projects told the Minneapolis-St Paul Star Tribune that Exodus had distorted his research into homosexuality and told Apple to remove the it.
In a letter to Apple, Remafedi, director of the youth and AIDS projects and a professor of pediatrics at the University of Minnesota, said that the app "erroneously cites my research in support of claims that homosexuality can be changed. ... Associating my work with that of the ex-gay ministry and other unfounded treatments is professionally injurious and grievous."
Remafedi has had a gutsful of people misrepresentating of his research and has had "100 percent" success in stopping them. In other words, lawyers get called.
Apple had apparently told him that "it was on it".