Apple Increases Over-the-Air App Store Download Limit to 100MB
With iOS 7, Apple now allows app downloads up to 100MB over cellular connections, prompting users to connect to Wi-Fi for larger apps. Apple previously boosted the limit to 50MB with the launch of the third-generation iPad in March 2012. Before that, users could only download 20MB apps over a cellular connection.
Developers frequently work hard to keep their apps under the over-the-air download limit, as they believe going over that limit can reduce the likelihood of spontaneous purchases.