With iOS 7, Apple now allows app downloads up to 100MB over cellular connections, prompting users to connect to Wi-Fi for larger apps. Apple previously boosted the limit to 50MB with the launch of the third-generation iPad in March 2012. Before that, users could only download 20MB apps over a cellular connection.
Developers frequently work hard to keep their apps under the over-the-air download limit, as they believe going over that limit can reduce the likelihood of spontaneous purchases.
Data source: via MacRumors (By Jordan Golson)
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