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It has been reported that a larger number of mobile users in EU countries have filed complaints against leading brands for making misleading statements regarding in-app purchases in online games and other apps. This led to the European Commission to pressurise Goggle to eliminate the word "FREE" in their Play Store because the word was misleading. At the time, Apple said it will make the changes at a later time but failed to specify the exact time frame.

Apple has now announced that although it will not be implementing any "EU-specific change related to labeling free apps, it will re-label all its "FREE" apps with a "GET" button. Unlike Google, Apple's relabelling is a widespread action to all apps in the app store and not just to the apps with in-app purchases. This means that the company will continue to have "TOP FREE APPS" and "TOP LISTED APPS" on its app store.

The recent move by Apple follows a promise made by the company earlier this year assuring officials that it would implement changes to avoid misleading consumers about the true costs involved.

In a statement issued to Engadget, the Cupertino tech giant said that, "... over the last year we made sure any app which enables customers to make in-app purchases is clearly marked. We've also created a Kids Section on the App Store with even stronger protections to cover apps designed for children younger than 13," TechCrunch reported.

Apple has also reassured users that it will be rolling out more features in iOS 8 to ensure that they benefit the most from the recent changes made. Apple's own free apps, without in-app purchases, such as iMovies, Numbers and Keynote have retained the "FREE" label.