Is the ‘in-app’ turn-off a new phenomena? The aim to remain competitive appears to have all but disappeared on App Stores and the new incentive is to make as much money as you can via the route of ‘in-app’ purchases. App Stores have millions of games and apps to choose from and amongst those are ‘paid’ apps and ‘free’ apps. However,, consistently these purchases consist of ’in-app’ purchases. Why should I need to pay to enjoy something that is ‘free’ or worse, an app that I have purchased? Of course, I can limit myself to the often limited game-play or thwart myself from achieving goals or levels, simply because I have not ‘paid for’ the ‘in-app’ purchases which will make the game playable or give you a fighting chance to get on the leader boards. It is not that I am totally against the principle but I think there should be realistic limits to purchases. I do have apps which have ‘in-app’ purchases and if it is to achieve updated news or new facilities or to rid-myself of advertising – I am quite happy to buy, but this method of ‘in-app’ purchases encroaching on so many apps and games is causing me to quickly turn-off of potential purchases.