Apple responds to freemium hate with a new Pay Once & Play category

Starting today, App Store users can expect to find a new Pay Once & Play category on the digital retailer which allows you to browse games that won't include in-app purchases, Apple announced.

Pay Once & Play aims to highlight releases that do not require users to pay an additional fee to progress in-game.

"Enjoy hours of uninterrupted fun with complete experiences spanning the App Store's most beloved genres," reads a statement from the company. "Packed with thrills and unforgettable moments, these powerhouse games belong in every collection."

This follows a similarly small but important change to the App Store last year which saw Apple drop the word "FREE" from the installation button of games and other apps that are free-to-play and free-to-download, but might also include in-app purchases. The company has now switched the term "free" for "get," while adding a text label warning of in-app purchases in relevant games and apps.

The change to Apple's App Store comes in the wake of pressure from regulators like the Federal Trade Commission, U.K. Office of Fair Trading and the European Commission. Regulators have pushed companies like Apple, Google and Amazon to adopt stricter guidelines in how they promote and display free-to-play games with in-app purchases. Google said it planned to stop using the word "free" when games contain in-app purchases, though the company's Google Play Store still lists many titles, like Candy Crush Saga, Clash of Clans and Farmville 2, as "free."

Last year, Apple and Google paid tens of millions of dollars to settle complaints from the Federal Trade Commission over in-app purchases. Amazon, who was hit with a similar complaint from the FTC, has refused to settle.