The Federation of German Publishers is up in arms about Apple's new kiddie-friendly policy, as companies struggle to understand if their brands are big enough for porn.

Apple's latest policy on iTunes applications is that titillation isn't allowed, unless your brand is "a well-known company with previously published material", in which case it's OK. That's got the Germans riled as they try to work out which of their brands will be permitted to show naked flesh.

Bild, one of Europe's best-selling papers, isn't taking any chances and has stuck a bikini on it's "Shake the Bild Girl" application, the AFP reports, probably resulting in some broken iPhones as frustrated users continue to shake the poor lass in the hope of shifting her bikini.

"We consider Apple's behaviour to be unfair, arbitrary, bad for business and dangerous for freedom of the press" said the German Federation (known as VDZ). "Today it is bare breasts, tomorrow it might be something else."

And that's the root of the problem: Apple has decided to exert control over content in the iTunes store, but is doing so in such an oblique way as to make planning impossible:

"If Apple had previously given clear rules and said, 'naked flesh is contrary to our ethical principles', that would be understandable terms," said the VDZ in a statement. It's the uncertainty, and inequality that's got the publishers upset.

FHM can continue to put naked ladies into its application, and so can Playboy, but applications from less-well-known brands have vanished.

The VDZ will be making representation to the 'International Federation of the Periodical Press' at its Digital Innovators Summit next week, in the hope of putting some pressure on Apple to relax the rules, or at least to explain what those rules are. ®