In another interesting move, the curators of the Apple App Store in the UK have decided to highlight a IAP pack in a F2P game released in 2012 over three current high profile F2P releases.

The reason in the case of two of these high profile releases - Kabam's Spirit Lords and Ubisoft's Driver Speedboat Paradise - is that they are also available on rival store Google Play.

In the case of Warner's Mortal Kombat X, the beat-'em up is likely viewed as being too gory for the now 12+ age-rated store.

My store, my rules

Of course, the move is just another small but significant shift in Apple's long term strategy to highlight exclusive and premium, by which it means paid - content on its storefront.

Most famously, it's been promoting games without IAPs and although the decision to retail the $3 Ford Mustang Deluxe Pack in Zynga-owned NaturalMotion's CSR Racing is odd even in this context, it's important to note that the update isn't yet available in the Android version of the game, making this a consistent decision in terms of Apple's promotion of iOS-exclusive paid content.