Apple made a small but more-significant-than-you’d-think change to its App Store yesterday, changing the wording on its download buttons for free apps from “free” to “get”. Meanwhile, its Top Free Apps section has been renamed as “Top Apps” and its Top Free Games section as “Top Games” across Europe. The latter point suggests the reasoning: this is mainly about regulators rumbling about how many free apps aren’t really free at all – they’re free to download, but make their money from in-app purchases (IAP). After controversies focused on children and IAP in particular, the “free” wording became something of a hot potato, under the reasoning that while adults might understand that “free” means “freemium”, young children may not. “Games advertised as ‘free’ should not mislead consumers about the true costs involved,” as the European Commission put it in July.

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