It's not necessarily about shock value, it can be just about realism. In real life, people smoke, have sex, pick their nose, throw up, swear etc. LOTR can work without this as it's an epic fairy tale that doesn't need deep and developed characters.

But if you want to make something like Breaking bad, you're seriously artistically limited by arbitrary ratings. I don't think it's fair to reduce this "sex and violence are unnecessary".

Sex is not just shock value though, the same as toilet humour is not just poop jokes.

Here it seems it goes beyond and Apple doesn’t want disturbing content. For instance in these terms I’d expect a blackmirror style social ranking commentary to be refused if it hit too close to home.

Or to get back to sex, LGBT subjects including suicide, depression, domestic violence or realistic bullying would also be out.

Apple is a small player in entertainment industries, so I don’t care what they value, but I hope every producing company doen’t do the same.

lol, for people from the US it probably is the definition of shock value

Let's put the counter to you though - toilet humor is easy. It makes money. It's what allows so many actors and production companies to make a living, and because they're successful they can then go off and make more interesting things and take risks on higher minded ideas. If you run a production company that insists on only producing content that is extremely difficult to make successfully you're just much more likely to end up with a bad investment.

Publishing that content isn't just about choosing to back that stuff, it's about making enough stuff that you find the great writers, directors and actors to put together the more difficult stuff.