updated 05:12 pm EDT, Wed September 18, 2013
May reflect growing size of apps, developer needs
Apple has raised the filesize limit on App Store downloads over 3G and 4G to 100MB, reports say. Previously the cap was 50MB, presumably to ensure a good user experience and appease cellular carriers. Prior to the launch of the third-generation iPad in March 2012, the cap was just 20MB.
Increasing the limit to 100MB may be a concession to two factors. Even small-scale apps are now regularly exceeding 50MB, thanks to Retina graphics and universal iPhone/iPad binaries. That could be exacerbated as developers start folding 64-bit support into apps for the sake of the iPhone 5s and fifth-gen iPad.
Developers, meanwhile, often try to keep apps under Apple's limit to encourage downloads. If an impulse purchase is blocked while a person is on cellular data, they may simply skip buying it entirely, even when back on Wi-Fi.