After taking it up with apple support, here is the answer: The first user (apple-id) which activates a new iPhone gets those apps free. If the iPhone is reset to defaults and another user (apple-id) is used, which is what I did, then that user does not get them for free. So the free option is a one time thing. Why does everything have to be so complicated, I don't know. Apple could have made those apps free like every other 'normal' free app on the app-store.