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


macrumors bot
Original poster
Apr 12, 2001

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.

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


macrumors 6502a
Jun 16, 2012
Without in-app purchase it should still be labeled 'Free' i think.
Technically yes, but most of the games that offer in-app purchases make it so the game isn't really playable without paying.


macrumors member
Apr 20, 2009
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.


macrumors 6502
Jun 23, 2009
Meanwhile, here, in Europe, merchants put "Free", "Gratis", "Ofertas", and get away with this. The as "get this phone for 99€" (and pay X€ per month, for Y months)

European Commission is just a couple of meaningless fools, seeking for a couple of million € to found their outrageous paychecks...

Subtitled in English

Small White Car

macrumors G4
Aug 29, 2006
Washington DC
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.


macrumors regular
Sep 11, 2013
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


macrumors 68020
May 28, 2009
Montreal, Canada
I would have preferred "Install" or "Download" over "Get"
What's weird is that there is already an "Install" button right after you press the "Get" one (you have to click the same spot twice).

That makes sense for paid applications since you don't want people to do an accidental press, but for free apps I'd get rid of the double-button system altogether and just have an "Install" button that installs right aways.

Probably too long for their minimalistic mindset.
It seems Apple wants to get rid of the "Download" term altogether and just call any app download and install an "Install", making the two separate phases transparent to the consumer. Notice they do the same on the Mac App Store, they just call it an "Install" and it's the same progress bar for both the download and installation.


Dec 8, 2009
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
Cause there would be someone else whining about app store allowing free downloads without asking the password... :rolleyes:
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