When Apple first introduced the iPhone 5s and 5c on September 12, they concurrently announced that new iOS device owners would be able to download Apple's suite of mobile iWork apps along with most iLife apps for free. Taken together, the free apps would otherwise cost $40. Note that the only app not available for free is GarageBand.
All in all, the decision to provide iOS users with grade-A software for free is a smart strategic move that serves to further differentiate the iPhone and iPad from competing products. Apple has employed a similar strategy with its suite of iLife software on the Mac for many years now.
So what about users who purchased new iOS devices before September 12? Well Apple has them covered. Apple on Friday began sending out emails to eligible consumers indicating that iOS users who purchased iWork or iLife apps as early as September 1 will be eligible for iTunes credits in the amount they paid.
9to5Mac got its hands on Apple's email, which reads in part:
Dear iTunes Customer,
On September 10, 2013, Apple announced that iPhoto, iMovie, Keynote, Pages, and Numbers iOS apps are now available as a free download on the App Store for qualifying iOS 7 compatible devices activated on or after September 1, 2013.
Our records indicate that you purchased one or more of these apps on or after September 1, 2013 so we have provided you with the iTunes code below in the amount of $5.34. This credit can be used towards the purchase of any content on the iTunes Store, App Store, or iBooks Store.
Detailed instructions for redeeming the code can be found at http://support.apple.com/kb/ht1574. Code: [redacted]
Thank you and we hope you enjoy using this credit towards your next purchase on iTunes.
iTunes Customer Support iTunes Support
A classy move from Apple.