Once a developer has submitted an application to the App Store, Apple holds firm control over its distribution. Apple can halt the distribution of applications it deems inappropriate, for example, "I Am Rich", a US$1000 program that simply demonstrated the wealth of its user, and "Send Me To Heaven", a game that encouraged users to throw their phones in the air. Apple has been criticized for banning third-party applications that enable a functionality that Apple does not want the iPhone to have: In 2008, Apple rejected Podcaster, which allowed iPhone users to download podcasts directly to the iPhone claiming it duplicated the functionality of iTunes. Apple has since released a software update that grants this capability.