When it comes to the App Store, there’s rarely such a thing as a “free” app. If you’re not paying for it upfront you’ll probably get hit up with exorbitant in-app purchase offers later. So in a move to change the way apps are advertised on iOS, Apple had decided to remove the “Free” download button entirely.
Apple’s use of in-app purchases in the App Store has been a controversial subject for years, but the company reached a settlement with the FTC earlier this year. As part of the agreement, Apple promised to refund $32.5 million worth of in-app purchases. Over 28 million customers were emailed in 2013 regarding their in-app purchases but Apple found that only 37,000 were unauthorized.
App Store customer will now see a “GET” button underneath apps that don’t cost anything to download, but you’ll still see a notice when an app comes with in-app purchases.
The move comes after Google promised the European Commision in July that it would stop advertising games with in-app purchases as free. Paid apps still have a price tag for their download buttons and include the “in-app purchases” tag when applicable.