Apple loves to be in the limelight. This time nothing new, it’s being criticised by the Holocaust survivors for its iPhone application – “iMussolini” (a collection of the speeches of Italy's World War II fascist dictator Benito Mussolini).

This application is selling like hot cakes for about $1.10 on the Italian iTunes store. It was launched on Jan. 21, few days ahead of Italy's annual Holocaust Remembrance Day commemoration on Jan. 27. After topping the chart list this week, it caught the public’s eye.

The Italian survivors consider this an insult to the memory of all victims of Nazism and Fascism, Jew and non-Jew, and wish that it should be condemned for its offense to decorum and scruples. Luigi Marino, the creator of application, has already posted a disclaimer and cares for none.

The essence of the above matter throws light upon the emotions of people related to the Holocaust event (relates to the genocide of European Jews and others by the Nazis during World War II). This is a deciding situation for a firm to effectively demonstrate its PR skills. Apple seems to have scored low on this.