The ever-inventive companies involved in making porn have begun to squeeze money from the iPhone 4 by offering owners the chance to enjoy FaceTime chats with adult stars.
Erotic video conversations are already on offer in the US, prompting fears that children will become exposed to inappropriate situations via FaceTime.
Campaigners are now calling for greater privacy and parental controls to be included, despite the fact that Apple says parents are able to deactivate FaceTime altogether if necessary.
Apple's marketing of FaceTime has used typically emotive situations, including deaf users communicating through sign language, but it had probably not intended this particular use for its smartphone giving its reputation for purging the App Store of any images and content which it deems to be distasteful.
Quentin Boyer, an adult film producer, stated: "A phone is such an intimate thing, you usually don't lend it out or have someone else use it.
"It has a very personal feel - your mobile phone to hers."
The porn industry has always jumped on new technologies ever since the days of home video in the 1970s, so it's little surprise that it is first in line to exploit the dawn of mass-market video calling.