164 App Empire free. That means the 12­15 apps that are making the most money in the App Store are generating their revenue solely with in-app purchases. In-app purchases are particularly popular in games. Usually, users can play the game without any restrictions, but if they want to progress faster or use fun add ons, they can get them with in-app purchases. It seems unlikely but many people pay for virtual items. Some utility apps offer additional content or functionality with in-app purchases as well. When I released my Emoji app, I decided to make it a freemium app and give users the option to purchase additional emojis with an in-app purchase. That strategy paid off handsomely. (See Figure 9.7.) When it comes to in-app purchases, it's up to your imagination what you might offer. Anything you can think of that your users might want and would pay for can be in your app as an in-app purchase.