Responding to the current controversy surrounding in-app purchases on Capcom's Smurfs' Village, free app specialist Recharge Studios has claimed Apple needs to get involved to prevent untold damage being done to the payment model.

The firm, which manages a fund that invests in free apps on iOS, says Apple's current IAP set up makes it far too easy for customers to rack up huge bills unknowingly.

Customer concern

"Our primary concern at Recharge Studios is maintaining a high level of consumer transparency," said CEO Andrew Johnson.

"Ensuring the consumer understands the in-app purchase process and refund process is absolutely necessary to help avert confusion."

To date, Recharge, which was set up by parent company W3i, has released one free app on the App Store – Dolphin Play.

The company admits it too has received a "limited number" of complaints from customers who accidentally made purchases in play.

Points for progress

As a result, Recharge has sent a letter to Apple calling for the firm to take proactive steps towards making IAPs more consumer friendly.

Rather than keeping players logged in to the App Store for any set period, Recharge believes users should have to enter their password each and every time they make an in-app purchase.

Likewise, the company believes Apple needs to push its refund policy more prominently on the App Store, as well as instructing developers to provide explicit details regarding their in-app purchases in each app's terms of service.

As a preventative measure, the firm has also lowered its own IAP price points in Dolphin Play.

"We believe that the foregoing steps should ultimately, and in some cases immediately reduce customer confusion," the company says of its current action.

"Regardless, we are committed to continue to listen to, and where appropriate to act on customer feedback."

[source: W3i]