App Store

Product brand

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Apple's official app marketplace for iOS, iPadOS, and macOS, launched in 2008.

Last updated November 2, 2026

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Overview

The App Store is Apple's digital distribution platform for mobile and desktop applications on its iOS, iPadOS, and macOS operating systems. Launched on July 10, 2008, with 500 apps, it allows users to browse and download approved apps built with Apple's SDK. Apps can be installed on iPhone, iPod Touch, iPad, and some can extend to Apple Watch and Apple TV. The store peaked at around 2.2 million apps in 2017 and featured more than 1.9 million apps as of 2024. Apple claims the App Store has created millions of jobs in the app economy and paid over $320 billion to developers as of 2023. However, the platform has faced criticism and regulatory scrutiny over its 30% commission and alleged monopoly practices, including a 2021 ruling by the Netherlands Authority for Consumers and Markets that in-app commissions are anti-competitive. The App Store remains a core part of Apple's services business and a dominant gateway for software distribution on Apple devices.

History

The App Store was conceived after Apple initially resisted third-party native apps on the iPhone. When the iPhone was unveiled in 2007, CEO Steve Jobs directed developers to build web applications for Safari. Backlash from developers led Apple to reverse course; in October 2007 Jobs announced a software development kit (SDK) would be available by February 2008. The SDK was released on March 6, 2008. Before the App Store, users could install third-party apps only after jailbreaking their devices, and early paid apps like Navizon appeared in September 2007. The iPhone App Store opened on July 10, 2008, with 500 apps. The iPhone 3G, released July 11, 2008, came pre-loaded with App Store support. Early successes included iBeer, which reportedly earned its creators $10,000 to $20,000 a day. In 2009, Apple added in-app purchases, which quickly became the dominant monetization method, especially for games. The term "app store" became generic after competitors launched similar services. Apple applied for a U.S. trademark on "App Store" in 2008, tentatively approved in 2011, but a federal judge denied a preliminary injunction against Amazon's use of "Appstore" in July 2011. In October 2010, Apple announced the Mac App Store for macOS, launched in January 2011 with the 10.6.6 Snow Leopard update. In February 2013, Apple allowed developers to use appstore.com for app links. In June 2013, Apple announced a Kids section, launched with iOS 7 in September 2013. In 2016, media reported declining app popularity and discoverability issues. In October 2016, Apple introduced search ads in the U.S., later expanding to the UK, Australia, New Zealand (April 2017), Canada, Mexico, Switzerland (October 2017). In December 2017, Apple split search ads into "Search Ads Basic" (pay-per-install) and "Search Ads Advanced" (pay-per-tap). The App Store has faced regulatory challenges, including a 2021 Dutch ACM ruling that in-app commissions are anti-competitive. As of 2024, the store offers over 1.9 million apps.

Steve Jobs announces SDK for third-party apps
iPhone SDK released
App Store opens with 500 apps
In-app purchases introduced
Mac App Store announced
Mac App Store launches with Snow Leopard update
Developers can use appstore.com links
Kids section launched with iOS 7
Search ads introduced in the U.S.
Search Ads Basic and Advanced tiers launched
Dutch ACM rules in-app commissions anti-competitive

Products and positioning

Premium, curated app marketplace integrated with Apple's hardware and software ecosystem.

iOS App Store
Marketplace for iPhone and iPad apps
Mac App Store
Marketplace for macOS apps, launched January 2011
In-app purchases
Monetization feature introduced in 2009
Search Ads
Advertising platform for app discovery, launched 2016

Controversies

2022
Dutch watchdog fines Apple €5 million over app payment rules
The Netherlands Authority for Consumers and Markets fined Apple €5 million, saying Apple had failed to adjust conditions that prevented dating-app providers from freely choosing third-party payment systems. The regulator said Apple could face further weekly fines if it did not make the required changes.
Source
2021
Apple agrees to App Store changes in developer class-action settlement
Apple agreed to changes to App Store rules as part of a settlement with developers who filed a US class action lawsuit. The announced terms include allowing developers to email users about payment methods outside their iOS apps, publishing annual transparency reports, and expanding available price points. The agreement was submitted for court approval.
Source
2021
Dutch regulator rules against Apple App Store payment policies
The Netherlands Authority for Consumers and Markets ruled that Apple’s commission policies on in-app payments violated Dutch competition law and ordered Apple to adjust the conditions applied to dating-app providers.
Source
2021
Apple challenges Russian antimonopoly warning in court
Apple brought legal action against Russia’s Federal Antimonopoly Service to challenge a warning requiring it to allow app developers to inform customers about alternative payment options. The warning concerned alleged abuse in the market; the supplied report does not establish a court determination on the merits.
Source
2021
Apple apologizes and refunds a child's in-app purchases
Apple apologized to a child's mother and refunded $1,116.32 spent on in-app purchases. The purchases were made through apps including Roblox and Coin Master.
Source
2021
UK CMA investigates Apple over App Store terms
The UK Competition and Markets Authority launched an investigation into Apple after complaints alleged that its App Store terms for developers were unfair and anti-competitive. The CMA said no decision had yet been made on whether Apple was breaking the law.
Source
2020
Apple opens App Store appeals process to developers
Apple opened its appeals process for developers to challenge App Store rules and allowed developers to suggest changes to the App Store guidelines. Apple also said bug fixes for apps already on the App Store would no longer be delayed over guideline violations except those related to legal issues.
Source
2020
Apple defends App Store practices ahead of congressional testimony
Apple presented arguments defending App Store fees and practices, citing a study it commissioned from Analysis Group. The report came amid software developers’ allegations that Apple engaged in anticompetitive conduct through its commission and payment-system requirements.
Source
2020
EU opens antitrust investigations into Apple services
The European Commission formally opened two investigations to assess whether Apple Pay and the App Store violated EU competition law. The investigations concern Apple's in-app purchase requirements and restrictions on informing users about cheaper purchase options outside apps, as well as Apple Pay's use in merchants' apps and websites and terms restricting competing payment systems.
Source
Antitrust scrutiny over 30% commission

2026-10-17
Apple updates App Store moderation rules[12]苹果更新 App Store 内容审核规则engadget.com
Reported: 2026-10-17
Apple updated its App Store moderation policy, requiring developers of apps that host user-generated content to filter nonconsensual intimate imagery, provide ways to report offensive content and block abusive accounts, and remove imagery that gets through their filters. Apps that misrepresent their purpose and have nudification capabilities may be removed from the store.
Unconfirmed
Apple launches App Store Indie Games Week[13]苹果推出App Store独立游戏周iclarified.com
Reported: 2026-10-12
Apple has launched App Store Indie Games Week, an App Store editorial campaign highlighting seven indie games for iPhone and iPad with daily features and curated collections, with titles ranging from Sifu to a mobile version of No Man's Sky available to download or pre-order.
2022-01-24
Dutch watchdog fines Apple €5 million over app payment rules[3]Dutch watchdog fines Apple €5 million over app payment rulessiliconrepublic.com
Reported: 2022-01-24
The Netherlands Authority for Consumers and Markets fined Apple €5 million, saying Apple had failed to adjust conditions that prevented dating-app providers from freely choosing third-party payment systems. The regulator said Apple could face further weekly fines if it did not make the required changes.
2021-12-24
Dutch regulator rules against Apple App Store payment policies[4]Dutch regulator rules against Apple App Store payment policiesjurist.org
Reported: 2021-12-25
The Netherlands Authority for Consumers and Markets ruled that Apple’s commission policies on in-app payments violated Dutch competition law and ordered Apple to adjust the conditions applied to dating-app providers.
2021-12-07
Apple challenges Russian antimonopoly warning in court[5]Apple challenges Russian antimonopoly warning in courtimore.com
Reported: 2021-12-07
Apple brought legal action against Russia’s Federal Antimonopoly Service to challenge a warning requiring it to allow app developers to inform customers about alternative payment options. The warning concerned alleged abuse in the market; the supplied report does not establish a court determination on the merits.
2021-10-25
ThoughtWorld launches iOS app on the App Store[14]ThoughtWorld在App Store推出iOS应用prnewswire.com
Reported: 2021-10-25
ThoughtWorld's social-sharing service launched its first app on the App Store for iOS devices.
2021-10-23
Apple updates App Store guidelines on developer-customer communications[15]Apple更新App Store指南，允许开发者与客户沟通其他支付方式imore.com
Reported: 2021-10-23
Apple introduced updated App Store guidelines allowing developers to contact customers about payment methods available outside their apps. The changes also say that requests for basic customer contact information must be optional.
2021-09-17
Apple announces new App Store marketing tools[16]苹果宣布推出新的 App Store 营销工具chinaz.com
Apple announced new App Store marketing tools that let developers create customized promotional assets, including banners, images, app icons, QR codes and App Store badges.
2021-08-29
Apple settles developers’ class action lawsuit[17]Apple 与开发者集体诉讼达成和解webpronews.com
Reported: 2021-08-29
Apple agreed to settle a class action lawsuit brought by developers. The reported settlement includes a $100 million fund for developer payments and changes to App Store rules.
2021-08-26
Apple agrees to App Store changes in developer class-action settlement[2]Apple agrees to App Store changes in developer class-action settlementeconotimes.com
Reported: 2021-08-27
Apple agreed to changes to App Store rules as part of a settlement with developers who filed a US class action lawsuit. The announced terms include allowing developers to email users about payment methods outside their iOS apps, publishing annual transparency reports, and expanding available price points. The agreement was submitted for court approval.

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Overview

History

Products and positioning

Controversies

Recent events

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