Apple announced during its iPhone 5s and iPhone 5c unveiling on Sept. 10 that its suite of iWork and iLife apps for iOS from that day on would be available for free to new iOS device customers. Essentially, anyone who activates a new device is eligible to receive Pages, Numbers, Keynote, iMovie, and iPhoto for free. However, in order to keep new customers happy who perhaps had poor timing when they purchased these apps just days before, Apple is sending out iTunes and App Store credits.
If you purchased one or more of those five apps on or after Sept. 1, you'll be credited the appropriate amount on your account. Pages, Numbers, and Keynote sell for $9.99 each in the App Store while iMovie and iPhoto sell for $4.99 each. There's potential to receive up to a $40 credit if you purchased all of those apps within the week-and-a-half window Apple has set.
The email to be on the look-out for reads:
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 [appropriate amount here]. This credit can be used towards the purchase of any content on the iTunes Store, App Store, or iBooks Store.
Unfortunately, customers who purchased these apps before Sept. 1 are out of luck. It certainly didn't pay to be an early adopter in this case because you could be out up to $40.