Apple App Store
Apple's digital distribution platform for iOS, iPadOS, macOS, watchOS and tvOS apps, launched in 2008 and one of the largest app marketplaces in the world.
Last updated October 30, 2026
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Overview
The Apple App Store is Apple Inc.'s digital distribution platform for third-party software on its operating systems. It opened in July 2008 alongside the iPhone 3G and iPhone OS 2.0, initially with a few hundred apps, and quickly became the defining marketplace of the smartphone era. Developers submit apps through Apple's developer program; Apple reviews them against its guidelines, hosts the binaries, processes payments, and pays out a revenue share. The storefront is organized into curated charts, editorial features, categories, in-app purchase listings and subscription tiers. The App Store is not a standalone company but a product brand inside Apple's Services segment, which also includes Apple Music, iCloud, Apple TV+, Apple Pay and the Mac App Store. Apple reports Services as one of its fastest-growing revenue lines, and the App Store's commission model — historically 30 percent, reduced to 15 percent for small developers and for subscriptions after the first year — has made it one of the most scrutinized commercial platforms in the world. Apple states that the store reaches customers in more than 175 countries and regions, with local pricing, payment methods and editorial curation. Beyond consumer downloads, the App Store is a business platform: developers use it for distribution, discovery, subscriptions, in-app purchases and analytics, while Apple uses it to enforce privacy labels, parental controls, age ratings and security requirements. Apple has repeatedly positioned the App Store as a safe, curated alternative to open distribution, citing malware prevention and privacy protections. The platform has also been at the center of major regulatory and legal battles. Epic Games' 2020 antitrust suit, the EU Digital Markets Act's requirements for alternative app marketplaces in Europe, and various national rules on in-app payment methods have forced Apple to adjust policies in several jurisdictions. South Korea, the Netherlands and Japan have each prompted changes to payment or 'reader' app rules. These disputes have made the App Store a test case for how digital gatekeepers are governed. Today the App Store remains the primary way most iPhone and iPad users install software, and it anchors Apple's services strategy alongside hardware sales. Its brand identity rests on curation, trust and tight integration with Apple devices, even as regulators push it toward greater openness.
History
The App Store was announced by Steve Jobs in March 2008 as a way to let third-party developers build software for the iPhone under Apple's control, replacing the earlier 'web apps only' approach. It launched on July 11, 2008, alongside the iPhone 3G and iPhone OS 2.0, with roughly 500 apps. Within its first year, downloads passed one billion, and the store quickly became the dominant venue for mobile software. Apple expanded the model over the following decade: in-app purchases arrived in 2009, subscriptions in 2011, and the Mac App Store opened in January 2011. The iPad (2010) and later Apple Watch and Apple TV extended the storefront across device lines. Editorial curation, 'App of the Year' awards and Today tab features became part of the brand's identity. Apple also introduced the 15 percent 'small business' commission rate in 2021 and the App Store Small Business Program. Regulatory pressure reshaped the platform in the 2020s. In 2020 Epic Games deliberately bypassed Apple's in-app payment rules in Fortnite, prompting Apple to remove the game and Epic to sue; the 2021 US district court ruling required Apple to allow developers to link to external payment options. The EU Digital Markets Act, effective in 2024, forced Apple to permit alternative app marketplaces, sideloading and new fee structures in Europe. Similar changes followed in South Korea, the Netherlands and Japan. Apple has continued to argue that its model protects users, while critics contend it constitutes an anticompetitive gatekeeper. Despite these disputes, the App Store remains central to Apple's services revenue and to how software reaches Apple's more than two billion active devices.
Steve Jobs announces the App Store at an Apple event
App Store launches with iPhone 3G and iPhone OS 2.0
In-app purchases introduced
Mac App Store opens; subscriptions introduced
Epic Games sues Apple after Fortnite removal
App Store Small Business Program introduces 15% commission for small developers
US court ruling in Epic v. Apple orders changes to anti-steering rules
Apple opens alternative app marketplaces in the EU under the Digital Markets Act
Products and positioning
Curated, secure and privacy-focused app marketplace tightly integrated with Apple hardware; premium distribution channel for developers and a trusted storefront for consumers.
App Store storefront
Curated marketplace for iOS, iPadOS, macOS, watchOS and tvOS apps
In-app purchases
Digital goods and content sold inside apps, processed by Apple
Auto-renewable subscriptions
Recurring subscription billing managed by Apple
Apple Arcade
Game subscription service distributed through the App Store
App Store Connect
Developer portal for submitting and managing apps
Controversies
Recent events
Passpack launches iOS app and Chrome password extension[3]
Reported:
Passpack launched an iOS app and a Chrome extension for its password management service, expanding access from desktop to mobile phones and web browsers. Both products connect to the same encrypted vault, allowing employees to retrieve saved credentials away from their desks or while working in a browser. The iOS app is available now through Apple's App Store, while the browser extension has launched for Chrome. An Android version is due next, followed by versions for Firefox and Microsoft Edge.
Go Disco launches experience discovery app on iOS[4]
Reported:
Go Disco launched its interest-based experience discovery app on the Apple App Store. The app was available to users in Los Angeles, with more destinations to come.
Connecting Aviators app launches on the Apple App Store[5]
Reported:
Connecting Aviators launched its free app on the Apple App Store for iPhone and iPad. The app is designed to help general aviation pilots find, connect and share with other pilots.
Apple launches Search Ads in mainland China[6]
Reported:
Apple launched Search Ads on the Apple App Store in mainland China. The report says the option was available for Search Results ads, but not Search Tab ads.
Finch launches checking and investing platform[7]
Reported:
Finch announced the launch of its all-in-one checking and investing account on the Apple App Store.
Epic Games announces Free Fortnite tournament[8]
Reported:
Epic Games announced a Free Fortnite tournament, presenting it as a campaign against Apple App Store policies. The tournament was scheduled for August 23.
Orchid launches its VPN app[9]
Reported:
Orchid confirmed that it launched the Orchid VPN app in the Apple App Store on July 9, 2020. The app lets users purchase bandwidth from VPN providers on the Orchid Network.
Trad3r launches updated mobile app[10]
Reported:
Trad3r launched a redesigned and re-powered app through the Apple App Store. The app supports trading celebrities, sports teams, stocks and friends, and adds music streaming, Scribbles, Video Stories and a new rewards platform.
Sources10 sources
- 1Apple App Store official pageapple.com
- 2App Store (iOS/iPadOS) — Wikipediaen.wikipedia.org
- 3Passpack 推出 iOS 应用和 Chrome 密码扩展程序securitybrief.news
- 4Go Disco在iOS推出体验发现应用prnewswire.com
- 5Connecting Aviators应用在Apple App Store上线avweb.com
- 6Apple 在中国大陆推出 Search Adsmactech.com
- 7Finch推出支票与投资平台prnewswire.com
- 8Epic Games宣布举办Free Fortnite锦标赛businesstoday.in
- 9Orchid 推出 VPN 应用crowdfundinsider.com
- 10Trad3r推出升级版移动应用finanznachrichten.de
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