[Update: EA has announced a new update for Plants vs. Zombies 2 called the "Far Future" level pack. Details are coming at a later date.]
Although the concept of launching Plants vs. Zombies 2 exclusively on iOS and for free definitely raised some eyebrows, it appears as if it's working out swimmingly for EA. Live at the Gamescom conference, EA announced that the game has been downloaded 16 million times.
More importantly, fans have actually played the thing for over 25 million hours (I'm good for around 15 of those). EA says this is the biggest mobile game in the publisher's history. As I said in my review, the game is legitimately free-to-play without offensive paywalls of any kind, so I sincerely hope this influences EA to produce proper mobile titles going forward.