Music and technology retailer HMV has announced that Apple has removed its new app from the iOS app store, despite initially giving its approval for the application.
The issue is believed to be over a feature in the HMV App that allows customers to download MP3s directly via the app. At its launch last week, HMV had touted this feature as unique, saying that it was the "first non-iTunes based service on the iOS platform to allow the purchase of digital music downloads through a native app".
Paul McGowan, chairman of HMV and CEO of Hilco Capital, said: "It is disappointing that Apple has chosen to suspend an app that has proven to be very successful in only a few short days, despite Apple having already approved the exact same version on 15 September.
"We are unable to explain the change in Apple's position as we have been given no explanation by them as to any difference they view between the approved version and the one suspended this evening [21 October]."
However, while declining to provide a statement, Apple confirmed the app was removed for "violating App Store guidelines".
In guideline 11.13, Apple states: "Apps using IAP to purchase physical goods or goods and services used outside of the application will be rejected."
HMV's developers are now working to deliver an updated version of the iOS app that Apple will approve. The company said that the app will retain the Image Search and Sound Search functionalities, which allow users to discover music by scanning an image or scanning for music by sound.
The updated app will also provide access to users' MyHMV locker to manage all HMV downloads made via the company's HTML5 store -- m.hmvdigital.com -- and the new hmv.com which is due to launch on Thursday (24 October).
Since its launch on 17 October, the app has been downloaded from the Apple App Store and the Google Play app store more than 10,000 times.
The app is due to be launched in Canada next month and the new HMV.com website is launching on 24 October.
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