Created by designer Tina Gong, 'HappyPlayTime' is a sex education app currently in development that teaches women how to masturbate.
The app uses light-hearted games to teach users about the female anatomy and provides lessons on different masturbation techniques.
"At the heart of our mission is the desire to see more women be vocal about their sexuality - in particular, about masturbation," Gong said on the HappyPlayTime blog. "We're often told that this subject is a touchy one, and from experience, we know that sometimes speaking out loud about it can certainly raise some eyebrows."
"But it also has the potential to bring liberation. I've personally seen it happen - when one person invites an open conversation about their sexuality, more can often follow. And open conversations lead to less guilt, and a more sexually educated society. Together, we can create a widespread ripple effect across our culture."
Gong described the app as a step towards sexual liberation for women and their bodies, the Huffington Post reported.
"Honestly I get it, it's something that's controversial, but out of all people I thought [Apple] would sympathise, their slogan for years has been 'think different' and I've admired that mentality so much!"
In a review, Apple told her the firm were "not interested in the concept."
Now, Gong and her team are turning it into a Web-based game.
"Thinking differently means breaking some boundaries, and occasionally getting people's panties in a bunch," Gong told HuffPost.
Written with inputs from IANS