Apple's new policy pertaining to promotional copies of iPhone applications rated 17+ has caused disquieting ripples in the developers' world - with the contentious move implying that instead of allotting all developers 50 free copies to distribute, Apple will now withhold promo copies to those who have a 17+ rating!

Clarifying the benefit of the promo codes and Apple's latest decision regarding these codes, the Unofficial Apple Weblog said that iPhone developers can request Apple for up to 50 promotional codes for their apps when they are uploaded to the App Store. These promo codes facilitate developers' marketing process for their apps, as they can provide the codes to media outlets.

With its rating system - which it introduced last month, with the launch of iPhone OS 3.0 - Apple is aiming at providing the prospective buyers a means for determining age- appropriate content. Thus, the withholding of promo codes to apps beyond the 17+ line would protect children from objectionable content.

Apple, which currently has 4+, 9+, 12+, and 17+ ratings, has defined the 17+ rating as: "Applications in this category may also contain frequent and intense offensive language; frequent and intense cartoon, fantasy or realistic violence; and frequent and intense mature, horror, and suggestive themes; plus sexual content, nudity, alcohol, tobacco, and drugs which may not be suitable for children under the age of 17."