App Store Web

Apps can transform the way you do anything you’re passionate about, whether that’s creating, learning, playing games, or just getting more done. And the App Store is the best place to discover new apps that let you pursue your passions in ways you never thought possible.

Designed for discovery.

Tabs in the App Store make it easy to discover new apps you’re going to love. And to learn more about the kinds of apps you already love.

Today Tab

Browse and download apps to your iPad, iPhone or iPod touch from the App Store. The App Store has more than one million apps and games for your iOS device.
Apps and extensions for your domain are curated and managed by your organization’s admin and are visible only to users within your organization.

Updated daily, to keep you informed and inspired by the ever-evolving world of apps and games. It’s also a great place to find helpful tips and tricks.

Sep 10, 2020.

Games Tab

Curated by expert gamers to take your love of gaming to a whole new level.

Apps Tab

Organized and brimming with recommendations to help you find the right app for whatever you want to do.

Apple Arcade

Calling all players.
Hundreds of worlds. Zero ads.

Learn more

Thoughtfully crafted. Expertly curated.

Keeping up with all the great apps that debut every week is a full-time job. That’s why we have a team of full-time editors to bring you unique perspectives on what’s new and next in the world of apps.

Daily Stories

From exclusive world premieres to behind‑the‑scenes interviews, original stories by our editorial team explore the impact that apps have on our lives.

Tips and Tricks

Want to learn how to use filters in your new photo app? Or where to find the rarest creature in Pokémon GO? We’ve got the how-to articles and tips you need, right in the App Store.

Lists

From the best apps for cooking healthier meals to action-packed games for keeping the kids entertained, App Store editors have created themed lists of the most download‑worthy games and apps.

Game and App of the Day

Get a download of this: Our editors handpick one game and one app that can’t be missed — and deliver it fresh to you every day.

Search

It’s easy to find what you’re looking for with rich search results that include editorial stories, tips and tricks, and lists.

Get all the details on every app.

The app product page gives you the details you need when deciding what to download. From more videos to rankings and reviews, there are loads of ways to help you pick the app that’s right for you.

Chart Position

If an app or game is on the Top Charts, you’ll see the ranking on its app page. So you know how popular it is right now.

Videos

So. Many. Videos. Watch how an app works before you download it or get a preview of the gameplay.

Ratings and Reviews

The streamlined ratings system makes it easy to see how much an app is loved. And when a developer answers a question, everyone can see the response.

Editors’ Choice Badge

This seal of approval is given to apps and games that really deserve a download. If you see this, you know it’s going to be extraordinary.

In-App Purchases

It’s easy to find and make in-app purchases for the apps and games you already own. You can also subscribe to an app or level up in a game even if it’s not on your device yet.

Are you a developer? Grow your business with resources designed to help you create incredible apps and reach more users.

Dedicated to the best store experience for everyone.

We created the App Store with two goals in mind: that it be a safe and trusted place for customers to discover and download apps, and a great business opportunity for all developers.

We take responsibility for ensuring that apps are held to a high standard for privacy, security, and content because nothing is more important than maintaining the trust of our users.

Today, the App Store is more vibrant and innovative than ever, offering equal opportunities to developers to deliver their apps and services across iPhone, iPad, Mac, Apple TV, and Apple Watch. We’re proud of the store we’ve built and the way we’ve built it.

It’s our store. And we take responsibility for it.

We believe that what’s in our store says a lot about who we are. We strongly support all points of view being represented on the App Store. But we also take steps to make sure apps are respectful to users with differing opinions, and reject apps for any content or behavior that we believe is over the line — especially when it puts children at risk. For example, we strictly prohibit any app that features pornographic material, discriminatory references, torture and abuse, or anything else in exceptionally poor taste.

We created the App Store Review Guidelines to provide clear guidance to developers on building the best apps for our customers. The five pillars of the guidelines — Safety, Performance, Business, Design, and Legal — require that apps offered on the App Store are safe, provide a good user experience, adhere to our rules on user privacy, secure devices from malware and threats, and use approved business models.

We review every app and every update.

When you download an app, it should work as promised. We carefully review each app and require developers to follow strict guidelines on privacy, design, and business models.

As part of our rigorous app review process, we use a combination of automated systems and hundreds of human experts. This team represents 81 languages across three time zones. We work hard to maintain the integrity of the App Store. In fact, since 2016, we have removed over 1.4 million apps from the App Store because they have not been updated or don’t work on our most current operating systems. This helps unclutter the search for new apps, and makes it easier for users to find quality apps.

Weekly app reviews.

reviewed

Most are reviewed within 24 hours of the developer’s submission.

approved

Developers can choose to have their apps available immediately after approval.

rejected

The most common reason for rejection is minor bugs, followed by privacy concerns.

All developers have the opportunity to have a rejection reviewed by the App Review Board. And the App Review team makes about 1,000 calls a week to developers to help them diagnose and resolve any issues that led to rejection — so they can get their app onto the App Store.

We give developers a platform. And flexibility.

Today, developers have lots of choices for distributing their apps — from other app stores to smart TVs to gaming consoles. Not to mention the open Internet, which Apple supports with Safari, and our customers regularly use with web apps like Instagram and Netflix.

We work hard to make it easy and compelling for developers to develop apps for the one billion App Store customers around the world. We now have 20 million developers in our Apple Developer Program, with thousands of them delivering groundbreaking new services, new experiences, and even entirely new business categories.

The App Store has also helped millions of people with great ideas easily learn how to code, create, and distribute their ideas in 155 countries.

Since the launch of the App Store, an entire industry has been built around app design and development, generating over 1,500,000 U.S. jobs and over 1,570,000 jobs across Europe.

We’re proud that, to date, developers have earned more than $120 billion worldwide from selling digital goods and services in apps distributed by the App Store.

84% of apps are free, and developers pay nothing to Apple.

Like any fair marketplace, developers decide what they want to charge from a set of price tiers. We only collect a commission from developers when a digital good or service is delivered through an app. Here are some of the ways developers commonly make money on the App Store.

Free

These are apps that users pay nothing to download or use. The developer chooses to make them free or has some other business model not generated from app revenue. Apple receives no commission from supporting, hosting, and distributing these apps.

Example Apps

Amazon Alexa
Chase Mobile®
Geico
Wikipedia

Free with advertising

These apps are free for users to download and the developer generates revenue from advertisements in the apps. Apple receives no commission from supporting, hosting, and distributing these apps.

Example Apps

BuzzFeed
Instagram
Pinterest
Twitter

Free with in-app purchase

These apps are free for users to download and users can pay for additional digital features and content in the app with Apple’s In-App Purchase system. Developers earn 70% of sales from in-app purchases and Apple collects a 30% commission.

Example Apps

Candy Crush Saga
Clash of Clans
Skype
TikTok

Free with physical goods and services

These apps are free for users to download and the developer generates revenue from the sale of physical goods and services, such as purchasing clothing, having food delivered, or ordering a ride from a transportation service. Apple receives no commission from supporting, hosting, and distributing these apps, or from transactions for physical goods and services in the app.

Example Apps

Airbnb
Amazon
Lyft
Target

Free with subscription

These apps are free to download and users can purchase auto-renewing subscriptions inside the app. If developers choose to sell digital subscriptions inside the app, they use Apple’s In-App Subscription system. In that case, developers earn 70% of subscription sales for the first subscription year, and Apple collects a 30% commission. After the first year, the developer earns 85% for all successive years that the user remains a subscriber, and Apple collects a 15% commission.

Example Apps

Bumble
Calm
Hulu
Pandora

Paid

These are apps that customers pay upfront to download from the store — and include free updates. Developers earn 70% of sales from paid apps and Apple collects a 30% commission.

Example Apps

Dark Sky Weather
Facetune
Heads Up!
Monument Valley 2

Reader

These are apps where users exclusively purchase or subscribe to content outside the app, but enjoy access to that content inside the app on their Apple devices. Examples include books, music, and video apps. In these cases, developers receive all of the revenue they generate from bringing the customer to their app. Apple receives no commission from supporting, hosting, and distributing these apps.

Example Apps

Amazon Kindle
Audible
Netflix
Spotify

Cross platform

These are apps that offer digital goods and services for sale within an app and also allow users to make those purchases on other platforms. In both cases, users can consume those goods and services in the app on Apple devices. Apple only earns a commission on the purchases made directly in the app on the Apple device. Apple receives no commission from the purchases made on other platforms and then used within the app.

Example Apps

Dropbox
Hulu
Microsoft Word
Minecraft

We invest in our developers’ success.

The Apple Developer Program provides businesses with a robust set of tools, compilers, languages, APIs, and SDKs — so everyone has an opportunity to create innovative apps.

Developers also receive free marketing opportunities through our store design, including the new Today editorial feature, personalized recommendations, search tools, top lists, and social marketing. All this helps to support the millions of successful apps on the App Store.

Microsoft Store Download

Apple has created programs that help not only current developers, but anyone who wants to learn to code and ultimately become a developer. Our App Accelerator has helped thousands of developers build great app experiences across our platforms; the Apple Developer Academy helps students become the iOS developers of the future; the Apple Entrepreneur Camp was created for organizations founded and led by women, and helps them deliver cutting-edge apps; our WWDC Scholarships encourage the next generation of app developers, and talented STEM students, to pursue their education around coding; and we designed Everyone Can Code, which enables anyone to learn, write, and teach code.

A store that welcomes competition.

We believe competition makes everything better and results in the best apps for our customers.

We also care about quality over quantity, and trust over transactions. That’s why, even though other stores have more users and more app downloads, the App Store earns more money for developers. Our users trust Apple — and that trust is critical to how we operate a fair, competitive store for developer app distribution.

Here’s a look at a variety of categories we’re competing in, and who we’re competing with, on our App Store.