Apple has responded to claims by the European Commission that it is yet to adequately protect consumers from free apps by stating its existing restrictions are some of the strongest and most effective in the industry.

Last week the EC claimed Google had responded to its call for greater protection for consumers downloading free releases – particularly children – by implementing a number of changes, including the removal of the word "free" from apps with in-app purchases.

The EC went on to state that Apple, however, had offered "no concrete and immediate solutions...to address the concerns [raised]".

'Pride'

In response, the Cupertino giant has told the media it takes "great pride in leading the industry in parental controls that are incredibly easy to use and help ensure a great experience for parents and children on the App Store."

"The parental controls in iOS are strong, intuitive and customisable," offered Apple in a statement, adding that "over the last year we made sure any app which enables customers to make in-app purchases is clearly marked.

"We've also created a Kids Section on the App Store with even stronger protections to cover apps designed for children younger than 13.

"These controls go far beyond the features of others in the industry. But we are always working to strengthen the protections we have in place, and we're adding great new features with iOS 8, such as Ask to Buy, giving parents even more control over what their kids can buy on the App Store."

Apple adds that it will "continue to work with the EC member states to respond to their concerns" in an effort to "provide the best experience for our customers".