Apple has quietly increased the over-the-air download limit for the App Store to 50MB from 20MB.

App Advice was the first to notice the change. Apple has probably increased the limit due to the launch of the 3rd generation iPad, which comes with high-resolution Retina Display.

The download limit seems to have been increased across all iOS devices and for all kinds of content available in the iTunes Store such as apps, video and music.

If the apps or app updates are above the over-the-air download limit then the App Store app prompts you to connect to a Wi-Fi network or use iTunes to download it.

This should be good news for developers as previously they were quite constrained by the 20mb limit. As MacRumors points out, developers worked hard to keep their apps below this over-the-air download limit to avoid any impact on spontaneous purchases from users.

The OTA download limit is quite frustrating from a user point of view as well, so we’re sure you’re also going to be happy with the increase.