Without making announcements of some sort, Apple proceeded to making a small yet very noticeable change in its iOS App Store by replacing the "Free" button with "Get" for free apps and games in its iOS and Mac App Store.
All apps available in the store that users can download for free now feature the "Get" button. For apps that are also free but have in-app purchases, Apple put an "in-app purchases" beside the "Get" button, according to Times of India.
App Annie's vice president of global corporate communications, which specializes in app store analytics and market intelligence, told Re/Code, "I'm not completely sure, but one could argue that 'get' is a more 'action' oriented, pro-active word, which could have a positive effect as a call to action. Small changes can sometimes have a positive impact." Sanchez said.
While the reason behind the change was not revealed, it might have to do with the pressure that the tech company is facing from the European Commission, the organization which oversees the responsible laws and policies governing the European Union.
According to the European Commission, games labelled as "free" can mislead customers as they don't exactly tell whether in-app purchases are present in the app.
Gadgets NDTV reports that there was a previous incident before when an 8-year old girl unknowingly accumulated almost $6300 in in-app purchases with games like Smurf's Village and My Horse after downloading a supposedly free game in the App Store.
Rival company Google has also caved in to the European Commission's orders last July, removing the word "free" with games containing in-app purchases in Google Play Store in Europe.
The regulators had asked both Google and Apple to change how they sell and exchange "free" apps with in-app purchases so consumers will not be confused.
Aside from the change in the "Free" button, Apple has also rolled out other changes like putting "strong parental control" and clearly noting in-app purchases for its apps. Aside from that, the company also launched a "Family Sharing feature on iOS" and "Kids Section on App Store"
