HMV has announced that its digital music app is live in the Apple iOS app store again, after it removed a feature that allowed MP3s to be downloaded directly via the app.
Apple had removed the app from the store, despite initially giving its approval for the application. At the launch of the app, HMV had touted the download 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, CEO of HMV owner Hilco Capital, said: "Whilst it is disappointing that direct purchases cannot be made in the app, Apple device users have a very simple and straightforward process through Safari to continue to purchase through HMV and to then listen to their tracks on their Apple device.
"This is a strong compromise position for HMV."
Apple said 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."
The new version of the HMV app maintains the sound and image search features, but now users will only be able to download MP3s from their phones via the web browser at m.hmvdigital.com. The mobile download store is integrated with the new HMV.com website, that was recently re-launched.
The app is a key part of HMV's digital strategy, as the retailer re-builds its business after being rescued from administration in April 2013.
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