Here comes one of the several security measures which Apple has included in iOS 4.3. i.e. from now onwards whenever you need to purchase an app or game from iTunes, every time you have to enter your password.
Why did this kind of step was taken by Apple?
As you pleased without having to enter your iTunes password for 15 minutes after last entering that password for example, when purchasing game or an app before. But, now onwards you need to enter your password for each and every in-app purchase. This will surely help parents to control the misuse of their credit cards by using them on iTunes by their kids or by any third person.
Although, iTunes in-app mechanism doesnâ€™t have suffered much but still this security measures will make in-app purchases more secure. Now, letâ€™s hope from Google to implement such kinds of security for purchasing games or an app from the beginning whenever this kind of services Google will announce for its Android powered devices.