Alongside the launch of iOS 7, Apple has raised the limit for an application file size that could be downloaded over a cellular network via the App Store. The new limit is 100MB, and that is double the previous limit of 50MB (via MacRumors). Back in 2008, the App Store launched with a 10MB cap, but as iOS devices gained new features such as 3G, LTE, and Retina Displays, Apple has been raising the limits. It seems likely that the limit was raised due to the influx of new app designs that Apple is expecting to be rolled out in the coming weeks.

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