Apple's finally clamping down on developers who reference the price of their application in its icon, name and screenshots, reports VentureBeat. 

From now on, the Cupertino company will reject any application submitted to the App Store with the word "Free" (or a raw price) in its title.

Developers attempting to violate the newly-enforced policy will receive the following response:

Your app's name, icons, screenshots, or previews to be displayed on the App Store include references to your app's price, which is not considered a part of these metadata items.

Please remove any references to your app's price from your app's name, including any references to your app being free or discounted.

If you would like to advertise changes to your app's price, it would be appropriate to include this information in the app description.

Changes to your app's price can be made in the Pricing and Availability section of iTunes Connect.

Can existing applications keep a price in their title?

At present, it's unclear whether existing applications with a price in their title will be forced to rebrand, but it's likely that'll be the case as Apple's notorious for keeping the App Store regimented.