The name is not the real reason that Apple is getting all hot and bothered and threatening to sue the sex shop chain, it's mainly the posters they do not like.

The iGasm posters are very much like the ones used in advertising the iPod digital music player and Apple are not happy. The iGasm is basically a vibrator that hooks up to an iPod, MP3 player, laptop or CD player and then it will vibrate in sync with the beat. Sounds fun, but Apple has lost their sense of humour on this one.

A visit to the Ann Summers web site http:/ /www.annsummersuncut.com/main.asp?gid=0 reveals a whole host of things that turn people on but unfortunately Apple executives were unable to find anything to satisfy them.
 
Visitors to the Ann Summers web site are told to load up their iPod with "killa choons and take your appreciation of music to a whole new level. This genius little device hooks up to your iPod, MP3 player, laptop or CD player and vibrates in sync with the beat. Go at it hard and fast with a pounding drum and bass track or chill with the ambient classic. Just turn up the volume to increase the strength of the vibrations and believe us when we say that full whack is phenomenal. And here's a tip, you'll make him the happiest man on the planet if you let him be DJ for the night."

But shocked iPod bosses are iRate—demanding that Ann Summers  take down all posters for the gadget or risk a fight in the iCourt.  The neon-pink ads feature a curvaceous girl with wires coming OUT of her MP3 player and INTO her knickers. And it's definitely turned on.