Apple separates iTunes log-ins for app downloads and in-app purchases in iOS 4.3
Although not mentioned as part of its official press release, the OS has a new feature that requires your iTunes' password to be inputted separately for the download or purchase of apps, and the purchase of IAP.
The standard 15 minute log-in period remains in force for each action.
It had been rumoured that Apple was going to decrease the length of the log-in period to try to solve the issue, but splitting the download or purchase of an app, and an in-app purchase is a more elegant solution to the problem in which parents download content, and hand their iDevice to their children, who 'buy' in-game items without realising the consequences.
"We are proud to have industry-leading parental controls with iOS," said Trudy Muller, an Apple spokeswoman, according to the Washington Post.
"With iOS 4.3, in addition to a password being required to purchase an app on the App Store, a re-entry of your password is now required when making an in-app purchase."
[source: Washington Post]