Apple Replaces 'Free' Purchase Button Labeling With 'Get' in App Store

Apple has changed the wording for free games in its App Store, and the app purchase buttons that once read "Free" for apps with no cost now read "Get" instead. The change has been implemented on both the iOS App Store and the desktop App Store.

Apps that have an upfront cost continue to be listed with a price underneath, but apps that do not now display the new wording. "Get" has replaced "Free" in the main App Store view on iOS, on the App Store Top Charts, and on individual app pages. The main App Store view on the desktop is still using the former "Free" wording, but it's likely to update soon.

It is not entirely clear why Apple has decided to replace Free with Get, but it may have to do with the growing sentiment that apps with in-app purchases are not free. Earlier this year, the European Commission asked Apple and Google to implement changes to the way they sell apps, to avoid misleading customers about "free" games that are not actually free.

Back in July, Google announced that it would cease calling games with in-app purchases "free," prompting the European Commission to pressure Apple into making the same moves by saying the company had not done enough to adequately address its concerns.

In a statement following the EU's accusations, Apple pointed towards its "strong" parental controls, labels for in-app purchases, and kid sections in the App Store. Apple also highlighted "Ask to Buy," an iOS 8 Family Sharing feature, and said that it would "continue to work with the EC member states to respond to their concerns."

As the App Store has evolved, Apple has made significant changes to attempt to adequately inform customers about in-app purchases. All apps with in-app purchases are clearly denoted with an "Offers In-App Purchases" disclosure on their purchase pages and in the App Store Top Charts.

Apple requires users to enter a passcode before making an in-app purchase, notifies consumers when an in-app purchase is about to be made, and obtains express permission with a popup warning. iOS 8 introduced even more control over app purchases, letting parents approve or deny their children's purchases via Family Sharing.

Top Rated Comments

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69 months ago
Because the best things in life are get.
Rating: 91 Votes
69 months ago
Without in-app purchase it should still be labeled 'Free' i think.
That gives it extra clarity to 'buyers'.
Rating: 74 Votes
69 months ago
I would have preferred "Install" or "Download" over "Get"
Rating: 41 Votes
69 months ago
'Download' would look less ridiculous to me.

Edit. And for the first image, it should say "Free" as the price...
Rating: 32 Votes
69 months ago
Really? Couldn't find a better word than "get" ??
Rating: 30 Votes
69 months ago
I can understand the button saying "GET" but not the price. GET is not a price.

In the picture on the left, it says GET even though that isn't the "GET" button. It's saying what it costs.
Rating: 29 Votes
69 months ago
Looks strange and ugly, especially in capitals.
Rating: 26 Votes
69 months ago
Technically good, I guess, but it'll take some massive re-education of consumers. How many people will look at 'GET' and wonder if pressing it will charge them and then look around the page in vain for a price?

No saying that there's anything dishonest about the screen, just that it will cause some (many?) people to distrust it which will lead to a slight loss in downloads for those apps.

I do agree with not calling apps with in-app purchases "free," but I think this might be a solution that still needs some additional refining.
Rating: 22 Votes
69 months ago
Should be labeled apt-get.
Rating: 16 Votes
69 months ago
i just want to download free apps without imputing my freaking password. why can't able let me do that just like in the play store
Rating: 16 Votes

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