Apple has started promoting games that don't have any In-App Purchases on the front page of the App Store. Currently featured in the UK App Store and likely expanding to the U.S. store later today as part of the App Store's weekly refresh, the section is called 'Pay Once & Play' and it showcases “great games” that don't require users to pay for extra content through IAPs.
Interesting addition by Apple. Games with IAPs have long been a complaint of users. Personally, I’d prefer to pay $10 for a game and have full access than download it for free and not be able to continue without paying a ton of money or only opening the game every few days.