Misleading their customers
I already had emoji 3DEmoji. I wanted to send a birthday emoji but Celebrations were locked and you needed to buy the “Pro” version, which I did for £1.99. I then clicked on celebrations from the pro version and clicked on the one I wanted and it said it was 99p. I contacted them right away but had no response. If this was in a traditional store I think it would come under trade description law and misleading information. Apple gave me a refund right away when I reported it, thanks Apple.