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Simply Beach wanted to bring their customers greater ease of shopping their line of bikinis and swimwear, but Apple seemed to have other ideas.

In an attempt to make on-line shopping and finding that perfect piece of swimwear all the easier for busy consumers, Simply Beach, a member of seven sister sites comprising The Simply Group, released a new iPhone app designed to do just that several months ago. The app showcases all of the products found on-line and allows users to do a search by either product or department and from there be able to view pictures and detailed descriptions as seen on the website itself.

With the ever expanding presence of mobile phones the app seemed the perfect answer to shopping on-the-go for customers with a hectic lifestyle. Yet due to unforeseen complications and apparent overly...

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