Why apps are no longer 'free' on Apple iTunes
Source: Sophie Curtis
Apple is no longer marketing apps as 'free' on its App Stores, due to pressure from the EU around the use of in-app purchases
Apple has changed the way it labels apps in its iTunes and Mac App Stores, so that apps that cost nothing to download are no longer marketed as 'Free'.
Instead, when a user navigates to an app's page on iTunes, they will be be presented with a new 'Get' button, which allows them to download the app to their device at no extra cost.
Apple made the change quietly, and has offered no public explanation. However, It is thought the re-labelling is due to pressure from the European Commission, which warned earlier this year that Apple could face legal action if it did not change its app policies.
The EC's main concern was around children racking up huge bills by making in-app purchases within apps that are labelled as "free to download" but are not "free to play".
More than half of online games in the EU are advertised as "free", the Commission said in July, despite many carrying hidden costs �C with purchases automatically debited from a registered credit card.
In one case, an eight-year-old British girl managed to run up a bill of £4,000 making "in-app" purchases from games such as Campus Life, My Horse, Hay Day and Smurfs' Village on her father’s iPad. In that instance, Apple reimbursed the girl's father.
In January, Apple also agreed to refund "at least" $32.5 million (£19.8m) to customers who complained that their children were able to run up large bills by making in-app purchases without permission, after the iPhone giant was pursued by America's Federal Trade Commission for a lack of clarity on in-app purchases.
Apple is not the first company to change its approach to marketing apps that are free to download, following pressure from the EC. Earlier this year, Google removed 'Free' labels from the Play Store, renaming 'Top Free Apps' as 'Top Apps' and 'Top Free Games' as 'Top Games'. However, the changes only applied in EU countries.
Apple has decided not to make an EU-specific change, instead re-labelling all free apps across its App Stores with “Get” buttons, regardless of whether or not they offer in-app purchases.
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