To date, Apple has sold roughly forty million iPhones, with an additional four million iPads being sold in the last few months alone. With such a large installed base, by far the largest for any smart phone or tablet device, naturally the audience is being aggressively targeted by Internet Marketing experts. Along with all of those devices are nearly a quarter of a million iPhone Apps. Initially thought to be an incredible cash cow for developers, these apps have turned out to be a bit trickier than originally thought, in terms of turning a profit. Many of the apps in the Apple app store are labeled as free, and can be easily downloaded at no cost. Labeling an app as free does have certain undeniable advantages. For starters, there is and will always be a large contingent of users that simply refuse to take a chance and pay for any apps. Additionally, free apps are given their own category in the app store, guaranteeing eyeballs will at least glance at the title and brief description. Furthermore, free apps are much easier to disseminate to reviewers and bloggers, allowing the app a lot of free and hassle-free coverage. However, with the advantages and opportunities free apps bring to developers and Online Marketing companies, there remains some drawbacks for consumers. In this article we will examine some ways in which free iPhone apps trick the consumer into downloading an app and expecting an experience they do not always receive.

Limited Functionality – This is the classic trick we see pulled with countless applications in all of the app stores. An app will be labeled as free, the user will download it and attempt to use it, only to learn that the application is severely limited in functionality, and a cash payment is required to unlock the full use of the app. This is a common practice among app stores, but typically it is done with a certain degree of honesty. By labeling the app as ‘Cool App Lite,’ or ‘Cool App Limited,’ the developer is sending a clear message to the user that this app is in some way lacking, and a full version is available that will provide them with full functionality. However, far too many times we see a case where the application is merely titled ‘Cool App,’ without any indication that the user will be getting less than the complete experience.

In developing an iPhone App, many companies are taking a risk, both financially and to their reputation. An app that releases to chilly reviews can often leave a lasting negative impression on a weary public. Additionally, with so many new apps being released every day, it is incredibly difficult for a single app to distinguish itself from the competition. With that said, there is no excuse for a company to be less than completely forthcoming in their app title and description. Unlike in Search Engine Marketing, there does not appear to be any monitoring of content promised versus content delivered. Still, if a particular application is limited, it should be clearly noted as such. To do otherwise not only underestimates, but disrespects the very audience they are trying to engage.

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