Originally, mobile users had to be connected to a Wi-Fi network in order to enter the store, hence its original name: i Tunes Wi-Fi Music Store.

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Developers can decide which prices they want to charge for apps, from a pre-set list of pricing tiers, from free to several hundred dollars.

When someone downloads an App, 70 percent of the purchase goes to the developer(s), and 30 percent goes to Apple.

The i OS 3.0 update added the ability to download movies, TV shows, audiobooks, i Tunes U, and ringtones on mobile devices, in addition to the previously available songs and podcasts.

On February 18, 2010, Apple increased the 10 MB 3G download limit to 20 MB.

i Tunes Store also offers one low-priced movie rental a week: in the United States, this rental costs 99 cents.

Movie rentals are not yet available in all countries but it is available in the United States, Mexico, the United Kingdom, Canada, Australia and New Zealand.

While most downloaded files initially included usage restrictions enforced by Fair Play, Apple's implementation of digital rights management (DRM), i Tunes later initiated a shift into selling DRM-free music in most countries, marketed as i Tunes Plus.

On January 6, 2009, Apple announced that DRM had been removed from 80% of its music catalog in the US.

There is a weekly promotion in which one to three songs are available to download for free to logged-in users.

Free downloads are available on Tuesdays, and remain free until the following Tuesday, when the store gets refreshed with new content.

In all of these cases, donations were redirected to the Red Cross.