Apple removes ‘Free’ from App Store downloads

Apple has removed the term ‘Free’ from the app download button on its App Store as it aims to comply with recent EU rules.

Previously free-to-play games had used the term ‘Free’ instead of a price like their premium counterparts. This has now been changed to the word ‘Get’.

Though no official statement has been made, the move is likely part of Apple’s plans to make it clearer that free-to-play games include in-app purchases following criticism from the European Commission in July that labelling games as free could be misleading.

Google has already made a number of changes to its service to ensure its app store is compliant with EU rules. Apps are displayed as offering in-app purchases while the download button is listed as ‘install’, rather than ‘free’.