The iron portcullis of Apple's "walled garden" has reportedly slammed shut in front of some new apps that utilize what many are calling unfair practices. Specifically, reports are coming in that Tapjoy, along with other companies, are saying their apps have been banned for using "pay-per-install" incentive programs that offer free virtual currency or items to users who download the app.

This appears to be part of a set of changes to Apple's enforcement of App Store development policy. They're cracking down on another set of practices known as "cross selling" whereby gimmicky apps bombard users with pop up ads to download other gimmicky apps.

Apple may also be reworking the algorithms for their Top Downloads section of the App Store. Being featured in the Top Downloads section can lead to big visibility and big profits, and has attracted numerous schemes for gaming that system. The changes could prove disastrous for companies that have made gaming the system their bread and butter, but as always, it's hard to feel sorry for them. Their party came at the expense of App users money, time, and quality experience.

In a report by PocketGamer, Rodney Witcher of US development director at app developer MdotM said, "Incentivised pay-per-install, which has from the beginning been 100 percent about gaming the App Store rankings, is unhealthy." Perhaps these changes could help iPhone users buy with a bit more confidence, knowing that popular apps will be based on quality consensus rather than whichever company is the most effective cheater.

Even the pay-per-install apps may technically be ethically clean but are still dubious. The App Store gold rush has already cratered the price of games and apps down to between 99 cents and $1.99. Pushing it to the point of actually paying customers for a free download is a dangerous and most likely unsustainable proposition.