Apple might unveil age control for App Store apps with the launch of the much awaited new iPhone OS 3.0.
Apple has in the past banned/rejected many apps for containing adult material. While not all of these rejected apps would have been reported here in the media, Apple certainly sees a strong market with these apps. According to report all apps would be rated in 4 groups: for 4+, 9+, 12+, or 17+.
Looking to target the iPhone + iPod Touch as a gaming platform, Apple knows that a large part of its TG is under 17. Thus, offering parental / age control looks like a smart move.
Update: This was a true rumor, Apple announced this feature along with the iPhone OS 3.0 at WWDC 09.