App Store (Apple)

{{Short description|Mobile app distribution platform by Apple}} {{for|the macOS version of the App Store|Mac App Store}} {{distinguish|App store|Apple Store}} {{pp-pc|small=yes}} {{Being merged from|Mac App Store|discuss=Talk:Mac App Store#Should the iOS and iPad OS App Store merge with the Mac App Store?|date=April 2026}} {{Use mdy dates|date=February 2017}} {{Infobox software | name = App Store | logo = App Store icon 2025.png | logo_alt = | logo_size = 100px | screenshot_alt = | screenshot_size = 230px | caption = Screenshot of the App Store on iOS | service_name = | repo = | developer = Apple | released = {{Start date and age|July 10, 2008}} | operating system = iOS, macOS, iPadOS, watchOS, tvOS, and VisionOS | genre = Digital distribution and software update }} The '''App Store''' is an app marketplace developed and maintained by Apple, for mobile apps and desktop apps on its iOS, macOS and iPadOS operating systems. The store allows users to browse and download approved apps developed within Apple's iOS SDK. Apps can be downloaded on the iPhone, iPod Touch, or iPad, and some can be transferred to the Apple Watch smartwatch or 4th-generation or newer Apple TVs as extensions of iPhone apps.

The App Store opened on July 10, 2008,<ref name=":0" /><ref name=":6">{{cite web |last=Bonnington |first=Christina |date=July 10, 2013 |title=5 Years On, the App Store Has Forever Changed the Face of Software |url=https://www.wired.com/2013/07/five-years-of-the-app-store/ |url-status=live |work=Wired |publisher=Condé Nast |archive-url=https://web.archive.org/web/20170401055416/https://www.wired.com/2013/07/five-years-of-the-app-store/ |archive-date=April 1, 2017 |access-date=March 31, 2017}}</ref> with an initial 500 applications available. The number of apps peaked at around 2.2 million in 2017, but declined slightly over the next few years as Apple began a process to remove old or 32-bit apps. {{As of|2024}}, the store features more than 1.9 million apps.<ref>{{Cite web |last=online |first=heise |date=2025-06-02 |title=Apple's App Store transparency report: Which apps have been censored and where |url=https://www.heise.de/en/news/Apple-s-App-Store-transparency-report-Which-apps-have-been-censored-and-where-10422080.html |access-date=2025-10-10 |website=Mac & i}}</ref><ref name=":7">{{cite web |date=2025 |title=2024 App Store Transparency Report |url=https://www.apple.com/legal/more-resources/docs/2024-App-Store-Transparency-Report.pdf |work=Apple Inc. |page=1}}</ref>

While Apple touts the role of the App Store in creating new jobs in the "app economy"<ref>{{Cite web|title=iOS app economy creates 300,000 new US jobs as developers adapt during pandemic|url=https://www.apple.com/newsroom/2020/09/ios-app-economy-creates-300000-new-us-jobs-as-developers-adapt-during-pandemic/|access-date=2020-09-06|website=Apple Newsroom|archive-date=September 6, 2020|archive-url=https://web.archive.org/web/20200906132900/https://www.apple.com/newsroom/2020/09/ios-app-economy-creates-300000-new-us-jobs-as-developers-adapt-during-pandemic/|url-status=live}}</ref> and as of 2023 claims to have paid over $320 billion to developers,<ref name=":8">{{Cite news |last=Howley |first=Daniel |date=January 10, 2023 |title=Apple says it's paid out $320 billion to developers since 2008 as App Store fight heats up |url=https://finance.yahoo.com/news/apple-says-its-paid-out-320-billion-to-developers-since-2008-as-app-store-fight-heats-up-191521817.html |work=Yahoo Finance}}</ref><ref>{{Cite web |title=Total Apple App Store developer earnings 2023 |url=https://www.statista.com/statistics/235418/total-apple-app-store-ios-developer-payout/ |access-date=2025-10-10 |website=Statista}}</ref> the App Store has also attracted criticism from developers and government regulators that it operates a monopoly and that Apple's 30% cut of revenues from the store is excessive.<ref>{{Cite news|title=Tinder and Fortnite criticize Apple for its 'App Store monopoly'|newspaper=The Washington Post|url=https://www.washingtonpost.com/technology/2020/06/16/apple-antitrust-european-commission/|access-date=September 6, 2020|archive-date=September 6, 2020|archive-url=https://web.archive.org/web/20200906054411/https://www.washingtonpost.com/technology/2020/06/16/apple-antitrust-european-commission/|url-status=live}}</ref> In October 2021, the Netherlands Authority for Consumers and Markets (ACM) concluded that in-app commissions from Apple's App Store are anti-competitive and would demand that Apple change its in-app payment system policies.<ref>{{Cite web|date=2021-10-08|title=Dutch Regulator Finds Apple App Store Payment System Anti-Competitive – October 8, 2021|url=https://dailynewsbrief.com/2021/10/08/dutch-regulator-finds-apple-app-store-payment-system-anti-competitive/|access-date=2021-10-08|website=Daily News Brief|archive-date=January 27, 2022|archive-url=https://web.archive.org/web/20220127135939/https://dailynewsbrief.com/2021/10/08/dutch-regulator-finds-apple-app-store-payment-system-anti-competitive/|url-status=live}}</ref>

==History== thumb|''Download on the App Store'' badge {{as of|2017|lc=y}}

While originally developing the iPhone prior to its unveiling in 2007, Apple CEO Steve Jobs did not intend to let third-party developers build native apps for iOS, instead directing them to make web applications for the Safari web browser.<ref name="No native apps">{{cite web|date=October 21, 2011|title=Jobs' original vision for the iPhone: No third-party native apps|url=https://9to5mac.com/2011/10/21/jobs-original-vision-for-the-iphone-no-third-party-native-apps/|access-date=June 21, 2017|website=9to5Mac|archive-date=April 1, 2017|archive-url=https://web.archive.org/web/20170401233112/https://9to5mac.com/2011/10/21/jobs-original-vision-for-the-iphone-no-third-party-native-apps/|url-status=live}}</ref> However, backlash from developers prompted the company to reconsider,<ref name="No native apps" /> with Jobs announcing in October 2007 that Apple would have a software development kit available for developers by February 2008.<ref>{{cite web|last=Duncan|first=Geoff|date=October 17, 2007|title=Apple confirms iPhone SDK coming next year|url=https://www.digitaltrends.com/apple/apple-confirms-iphone-sdk-coming-next-year/|access-date=June 21, 2017|website=Digital Trends|archive-date=August 28, 2017|archive-url=https://web.archive.org/web/20170828010954/https://www.digitaltrends.com/apple/apple-confirms-iphone-sdk-coming-next-year/|url-status=live}}</ref><ref>{{cite web|date=October 17, 2007|title=Steve Jobs confirms native iPhone SDK by February|url=http://appleinsider.com/articles/07/10/17/steve_jobs_confirms_native_iphone_sdk_by_february|access-date=June 21, 2017|website=AppleInsider|archive-date=August 28, 2017|archive-url=https://web.archive.org/web/20170828020104/http://appleinsider.com/articles/07/10/17/steve_jobs_confirms_native_iphone_sdk_by_february|url-status=live}}</ref> The SDK was released on March 6, 2008.<ref>{{cite web|last=Dalrymple|first=Jim|date=March 6, 2008|title=Apple unveils iPhone SDK|url=http://www.macworld.com/article/1132400/iphonesdk.html|access-date=June 21, 2017|website=Macworld|publisher=International Data Group|archive-date=August 28, 2017|archive-url=https://web.archive.org/web/20170828015010/http://www.macworld.com/article/1132400/iphonesdk.html|url-status=live}}</ref><ref>{{cite web|last=Block|first=Ryan|author-link=Ryan Block|date=March 6, 2008|title=Live from Apple's iPhone SDK press conference|url=https://www.engadget.com/2008/03/06/live-from-apples-iphone-press-conference/|access-date=June 21, 2017|website=Engadget|publisher=AOL|archive-date=January 27, 2017|archive-url=https://web.archive.org/web/20170127165446/https://www.engadget.com/2008/03/06/live-from-apples-iphone-press-conference/|url-status=live}}</ref> Before the official availability of the App Store, users could install third party apps only after a jailbreak of the device. Tutorials explained how to easily perform the jailbreak,<ref>{{Cite web |title=How To: Install Apps on Your iPhone for Total Dummies (Mac OS X and Windows Edition) - Gizmodo |url=http://gizmodo.com/gadgets/update/how-to-install-apps-on-your-iphone-for-total-dummies-mac-os-x-and-windows-edition-292561.php |archive-url=https://web.archive.org/web/20071011012445/http://gizmodo.com/gadgets/update/how-to-install-apps-on-your-iphone-for-total-dummies-mac-os-x-and-windows-edition-292561.php |archive-date=2007-10-11 |access-date=2025-10-10 |website=gizmodo.com}}</ref> and this made it possible for developers to distribute both free apps, ringtones and games<ref>{{Cite web |date=2025-09-23 |title=IBrickr |url=https://theapplewiki.com/wiki/IBrickr |access-date=2025-10-10 |website=The Apple Wiki}}</ref><ref>{{Cite web |date=2007-08-06 |title=First third-party "game" app appears for iPhone |url=https://www.engadget.com/2007-08-06-first-third-party-game-app-appears-for-iphone.html |access-date=2025-10-10 |website=Engadget}}</ref><ref>{{Cite web |last=Park |first=Will |date=2007-08-27 |title=Nullriver's AppTappInstaller makes installing the iPhone Installer a breeze |url=https://www.intomobile.com/2007/08/27/nullrivers-apptappinstaller-makes-installing-the-iphone-installer-a-breeze/ |access-date=2025-10-10 |website=IntoMobile }}</ref> but also the first paid applications for iPhone, like the Navizon app, to let users get their real time location even without a proper GPS module, which became available as a paid app on iPhone in September 2007,<ref>{{Cite web |date=2007-09-20 |title=Navizon "virtual GPS" comes to iPhone |url=https://sg.news.yahoo.com/2007-09-19-navizon-virtual-gps-comes-to-iphone.html |access-date=2025-10-10 |website=Yahoo News}}</ref> almost one year before the official launch of the iPhone App Store.

The iPhone App Store opened on July 10, 2008.<ref name=":0">{{cite web |title=Apple's App Store launches with more than 500 apps |url=http://appleinsider.com/articles/08/07/10/apples_app_store_launches_with_more_than_500_apps |website=AppleInsider |date=July 10, 2008 |access-date=March 31, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401055207/http://appleinsider.com/articles/08/07/10/apples_app_store_launches_with_more_than_500_apps |url-status=live }}</ref><ref name=":6" /><ref name="Launching with 500" />On July 11, the iPhone 3G was released and came pre-loaded with support for App Store.<ref>{{cite web |title=Apple Introduces the New iPhone 3G |url=https://www.apple.com/pr/library/2008/06/09Apple-Introduces-the-New-iPhone-3G.html |website=Apple Press Info |publisher=Apple Inc. |date=June 9, 2008 |access-date=March 31, 2017 |archive-date=May 9, 2017 |archive-url=https://web.archive.org/web/20170509112741/https://www.apple.com/pr/library/2008/06/09Apple-Introduces-the-New-iPhone-3G.html |url-status=live }}</ref><ref>{{cite web |first=Paul |last=Miller |title=iPhone 3G is finally official, starts at $199, available July 11th |url=https://www.engadget.com/2008/06/09/iphone-3g-is-finally-official/ |website=Engadget |publisher=AOL |date=June 9, 2008 |access-date=March 31, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401054649/https://www.engadget.com/2008/06/09/iphone-3g-is-finally-official/ |url-status=live }}</ref>

[https://apps.apple.com/us/app/ibeer-drink-from-your-phone/id475905823 iBeer was one of the earliest successful apps on the App Store]. The app allows users to pretend to drink a beer with their iPhones. The App Store's early landscape allowed such apps to succeed, with the creators reporting that they made $10,000 to $20,000 a day.<ref>{{Cite web |last=Maring |first=Joseph |date=2022-01-25 |title=Remember The iPhone Beer App? It Used To Make $20,000 Every Single Day |url=https://screenrant.com/iphone-beer-app-ibeer-money-made-20000-per-day/ |access-date=2025-11-14 |website=ScreenRant }}</ref>

Initially, apps could be free or paid, but then in 2009, Apple added the ability to add in-app purchases<ref>{{cite web |last=Kincaid |first=Jason |date=October 15, 2009 |title=Apple Announces In-App Purchases For Free iPhone Applications |url=https://techcrunch.com/2009/10/15/apple-announces-in-app-purchases-for-free-iphone-applications/ |access-date=April 3, 2024 |website=TechCrunch}}</ref> which quickly became the dominant way to monetize apps, especially games.

After the success of Apple's App Store and the launch of similar services by its competitors, the term "app store" has been adopted to refer to any similar service for mobile devices.<ref>{{cite web |first=Sinead |last=Carew |title=In app store war, BlackBerry, Google hold own |url=https://www.reuters.com/article/us-column-pluggedin-idUSTRE53L5DK20090422 |website=Reuters |publisher=Thomson Reuters |date=April 22, 2009 |access-date=March 31, 2017 |archive-date=December 2, 2017 |archive-url=https://web.archive.org/web/20171202052512/https://www.reuters.com/article/us-column-pluggedin-idUSTRE53L5DK20090422 |url-status=live }}</ref><ref>{{cite web |first=Roy |last=Furchgott |title=Nokia's App Store Launches With a Hiccup |url=https://gadgetwise.blogs.nytimes.com/2009/05/29/nokias-app-store-launches-with-a-hiccup/ |website=The New York Times |date=May 29, 2009 |access-date=March 31, 2017 |archive-date=December 1, 2017 |archive-url=https://web.archive.org/web/20171201233002/https://gadgetwise.blogs.nytimes.com/2009/05/29/nokias-app-store-launches-with-a-hiccup/ |url-status=live }}</ref><ref>{{cite web |first=Priya |last=Ganapati |title=BlackBerry App Store Gets a Name |url=https://www.wired.com/2009/03/blackberry-app/ |work=Wired |publisher=Condé Nast |date=March 4, 2009 |access-date=March 31, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401143741/https://www.wired.com/2009/03/blackberry-app/ |url-status=live }}</ref> However, Apple applied for a U.S. trademark on the term "App Store" in 2008,<ref>{{cite web |first=Larry |last=Dignan |title=Apple's App Store and a little trademark history |url=https://www.zdnet.com/article/apples-app-store-and-a-little-trademark-history/ |website=ZDNet |publisher=CBS Interactive |date=March 22, 2011 |access-date=March 31, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401055453/http://www.zdnet.com/article/apples-app-store-and-a-little-trademark-history/ |url-status=live }}</ref> which was tentatively approved in early 2011.<ref>{{cite web |first=Peter |last=Pachal |title=How Apple Can Trademark 'App Store' |url=https://www.pcmag.com/article2/0,2817,2382968,00.asp |website=PC Magazine |publisher=Ziff Davis |date=April 1, 2011 |access-date=March 31, 2017 |archive-date=September 20, 2016 |archive-url=https://web.archive.org/web/20160920051330/http://www.pcmag.com/article2/0,2817,2382968,00.asp |url-status=live }}</ref> In June 2011, U.S. District Judge Phyllis Hamilton, who was presiding over Apple's case against Amazon, said she would "probably" deny Apple's motion to stop Amazon from using the "App Store" name.<ref>{{cite web |first=Josh |last=Lowensohn |title=Judge likely to deny Apple's 'Appstore' complaint |url=https://www.cnet.com/news/judge-likely-to-deny-apples-appstore-complaint/ |website=CNET |publisher=CBS Interactive |date=June 22, 2011 |access-date=March 31, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401060810/https://www.cnet.com/news/judge-likely-to-deny-apples-appstore-complaint/ |url-status=live }}</ref><ref>{{cite news |first1=Joel |last1=Rosenblatt |first2=Karen |last2=Gullo |title=Apple Bid to Bar Amazon 'Appstore' Will 'Likely' Be Denied |url=https://www.bloomberg.com/news/articles/2011-06-22/apple-bid-to-bar-amazon-s-app-store-will-probably-be-denied |archive-url=https://web.archive.org/web/20110624211650/http://www.businessweek.com/news/2011-06-22/apple-bid-to-bar-amazon-appstore-will-likely-be-denied.html |website=Bloomberg Businessweek |publisher=Bloomberg L.P. |date=June 22, 2011 |archive-date=June 24, 2011 |access-date=March 31, 2017}}</ref><ref>{{cite web |first1=Dan |last1=Levine |first2=Poornima |last2=Gupta |title=Apple may have tough road in Amazon lawsuit |url=https://www.reuters.com/article/us-apple-amazon-idUSTRE75L79Y20110622 |website=Reuters |publisher=Thomson Reuters |date=June 22, 2011 |access-date=March 31, 2017 |archive-date=March 11, 2016 |archive-url=https://web.archive.org/web/20160311090836/http://www.reuters.com/article/us-apple-amazon-idUSTRE75L79Y20110622 |url-status=live }}</ref> In July, Apple was denied preliminary injunction against Amazon's Appstore by a federal judge.<ref>{{cite web |first=Chris |last=Foresman |title=Apple denied preliminary injunction against Amazon's 'Appstore{{'-}} |url=https://arstechnica.com/apple/2011/07/apples-preliminary-injunction-against-amazons-appstore-denied/ |website=Ars Technica |publisher=Condé Nast |date=July 7, 2011 |access-date=March 31, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401060142/https://arstechnica.com/apple/2011/07/apples-preliminary-injunction-against-amazons-appstore-denied/ |url-status=live }}</ref>

The term ''app'' has become a popular buzzword; in January 2011, ''app'' was awarded the honor of being 2010's "Word of the Year" by the American Dialect Society.<ref>{{cite web |title={{-'}}App' voted 2010 word of the year by the American Dialect Society (UPDATED) |url=https://americandialect.org/app-voted-2010-word-of-the-year-by-the-american-dialect-society-updated/ |publisher=American Dialect Society |date=January 7, 2011 |access-date=April 1, 2017 |archive-date=October 4, 2022 |archive-url=https://web.archive.org/web/20221004220655/https://americandialect.org/app-voted-2010-word-of-the-year-by-the-american-dialect-society-updated/ |url-status=live }}</ref><ref>{{cite web |first=Cody |last=Fink |title=App Is 2010's Word Of The Year |url=https://www.macstories.net/news/app-is-2010s-word-of-the-year/ |website=MacStories |date=January 13, 2011 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401145352/https://www.macstories.net/news/app-is-2010s-word-of-the-year/ |url-status=live }}</ref> "App" has been used as shorthand for "application" since at least the late 1970s,<ref>{{cite web |title=Killer Apps Explained |url=https://www.moneycrashers.com/killer-apps-explained-history-examples-impacts-future/ |website=MoneyCrashers |access-date=September 11, 2020 |archive-date=September 19, 2020 |archive-url=https://web.archive.org/web/20200919211933/https://www.moneycrashers.com/killer-apps-explained-history-examples-impacts-future/ |url-status=live }}</ref> and in product names since at least 2006, for example, then-named Google Apps.<ref>{{cite web |title=Google Launches Hosted Communications Services |url=http://googlepress.blogspot.no/2006/08/google-launches-hosted-communications_28.html |website=News from Google |date=August 28, 2006 |access-date=April 1, 2017 |archive-date=March 25, 2017 |archive-url=https://web.archive.org/web/20170325005647/http://googlepress.blogspot.no/2006/08/google-launches-hosted-communications_28.html |url-status=live }}</ref>

Apple announced Mac App Store, a similar app distribution platform for its macOS personal computer operating system, in October 2010,<ref>{{cite web |first=Ina |last=Fried |title=Apple unveils new MacBook Airs, previews Lion |url=https://www.cnet.com/news/apple-unveils-new-macbook-airs-previews-lion/ |website=CNET |publisher=CBS Interactive |date=October 20, 2010 |access-date=April 1, 2017 |archive-date=December 1, 2017 |archive-url=https://web.archive.org/web/20171201061243/https://www.cnet.com/news/apple-unveils-new-macbook-airs-previews-lion/ |url-status=live }}</ref><ref>{{cite web |first=Ross |last=Miller |title=Mac App Store for OS X 10.6 and 10.7 unveiled, coming 'within 90 days' |url=https://www.engadget.com/2010/10/20/app-store-for-os-x-unveiled/ |website=Engadget |publisher=AOL |date=October 20, 2010 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401144537/https://www.engadget.com/2010/10/20/app-store-for-os-x-unveiled/ |url-status=live }}</ref> with the official launch taking place in January 2011 with the release of its 10.6.6 "Snow Leopard" update.<ref>{{cite web |title=The Mac App Store: What you need to know |url=http://www.macworld.com/article/1156962/software/mac-app-store-faq.html |website=Macworld |publisher=International Data Group |date=January 6, 2011 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401150128/http://www.macworld.com/article/1156962/software/mac-app-store-faq.html |url-status=live }}</ref><ref>{{cite web |title=Apple's Mac App Store Opens for Business |url=https://www.apple.com/pr/library/2011/01/06Apples-Mac-App-Store-Opens-for-Business.html |website=Apple Press Info |publisher=Apple Inc. |date=January 6, 2011 |access-date=April 1, 2017 |archive-date=January 2, 2017 |archive-url=https://web.archive.org/web/20170102080357/https://www.apple.com/pr/library/2011/01/06Apples-Mac-App-Store-Opens-for-Business.html |url-status=live }}</ref>

In February 2013, Apple informed developers that they could begin using appstore.com for links to their apps.<ref>{{cite web |first=Owen |last=Thomas |title=Apple Does Not Want You To Visit Appstore.com |url=http://www.businessinsider.com/apple-appstore-message-2013-2 |website=Business Insider |publisher=Axel Springer SE |date=February 4, 2013 |access-date=April 1, 2017 |archive-date=November 27, 2016 |archive-url=https://web.archive.org/web/20161127022108/http://www.businessinsider.com/apple-appstore-message-2013-2 |url-status=live }}</ref><ref>{{cite web |first=Sarah |last=Perez |title=Apple Debuts New AppStore.com Vanity URLs For Developers During Super Bowl |url=https://techcrunch.com/2013/02/03/apple-debuts-new-vanity-urls-for-app-store-developers-during-super-bowl-domain-name-land-grab-to-follow/ |website=TechCrunch |publisher=AOL |date=February 3, 2013 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401150935/https://techcrunch.com/2013/02/03/apple-debuts-new-vanity-urls-for-app-store-developers-during-super-bowl-domain-name-land-grab-to-follow/ |url-status=live }}</ref><ref>{{cite web |first=Chris |last=Foresman |title=Apple debuts new AppStore.com URLs during Super Bowl 47 |url=https://arstechnica.com/apple/2013/02/apple-debuts-new-appstore-com-urls-during-super-bowl-47/ |website=Ars Technica |publisher=Condé Nast |date=February 4, 2013 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401144253/https://arstechnica.com/apple/2013/02/apple-debuts-new-appstore-com-urls-during-super-bowl-47/ |url-status=live }}</ref> In June at its developer conference, Apple announced an upcoming "Kids" section in App Store, a new section featuring apps categorized by age range, and the section was launched alongside the release of iOS 7 in September 2013.<ref>{{cite web |first=Sarah |last=Perez |title=Introducing Apple's New 'Kids' App Store |url=https://techcrunch.com/2013/09/22/introducing-apples-new-kids-app-store/ |website=TechCrunch |publisher=AOL |date=September 22, 2013 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401150938/https://techcrunch.com/2013/09/22/introducing-apples-new-kids-app-store/ |url-status=live }}</ref><ref>{{cite web |first=Sarah |last=Guarino |title=App Store makes it easier for parents to find apps for their children with new Kids Category in iOS 7 |url=https://9to5mac.com/2013/09/19/app-store-makes-it-easier-for-parents-to-find-apps-for-their-children-with-new-kids-category-in-ios-7/ |website=9to5Mac |date=September 19, 2013 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401145118/https://9to5mac.com/2013/09/19/app-store-makes-it-easier-for-parents-to-find-apps-for-their-children-with-new-kids-category-in-ios-7/ |url-status=live }}</ref>

In 2016, multiple media outlets reported that apps had decreased significantly in popularity. ''Recode'' wrote that "The app boom is over",<ref>{{cite web|last=Kafka|first=Peter|date=June 8, 2016|title=The app boom is over|url=https://www.recode.net/2016/6/8/11883518/app-boom-over-snapchat-uber|access-date=June 27, 2017|website=Recode|publisher=Vox Media|archive-date=June 23, 2017|archive-url=https://web.archive.org/web/20170623133208/https://www.recode.net/2016/6/8/11883518/app-boom-over-snapchat-uber|url-status=live}}</ref> an editorial in ''TechCrunch'' stated that "The air of hopelessness that surrounds the mobile app ecosystem is obvious and demoralizing",<ref name="tc-monetization">{{cite web|last=Austin|first=Alex|date=June 21, 2016|title=The Apple App Store graveyard|url=https://techcrunch.com/2016/06/21/the-apple-app-store-graveyard/|access-date=June 27, 2017|website=TechCrunch|publisher=AOL|archive-date=June 25, 2017|archive-url=https://web.archive.org/web/20170625232900/https://techcrunch.com/2016/06/21/the-apple-app-store-graveyard/|url-status=live}}</ref> and ''The Verge'' wrote that "the original App Store model of selling apps for a buck or two looks antiquated".<ref name="verge-monetization">{{cite web|last=Newton|first=Casey|date=March 2, 2016|title=Life and death in the App Store|url=https://www.theverge.com/2016/3/2/11140928/app-store-economy-apple-android-pixite-bankruptcy|access-date=June 27, 2017|website=The Verge|publisher=Vox Media|archive-date=June 23, 2017|archive-url=https://web.archive.org/web/20170623025812/https://www.theverge.com/2016/3/2/11140928/app-store-economy-apple-android-pixite-bankruptcy|url-status=live}}</ref> Issues included consumer "boredom",<ref name="verge-monetization" /> a lack of app discoverability,<ref name="tc-monetization" /> and, as stated by a report from 2014, a lack of new app downloads among smartphone users.<ref>{{cite web|last=Frommer|first=Dan|date=August 22, 2014|title=Most smartphone users download zero apps per month|url=https://qz.com/253618/most-smartphone-users-download-zero-apps-per-month/|access-date=June 27, 2017|website=Quartz|publisher=Atlantic Media|archive-date=June 23, 2017|archive-url=https://web.archive.org/web/20170623204953/https://qz.com/253618/most-smartphone-users-download-zero-apps-per-month/|url-status=live}}</ref>

In October 2016, in an effort to improve app discoverability, Apple rolled out the ability for developers to purchase advertising spots in App Store to users in the United States.<ref>{{cite web |first=Tim |last=Hardwick |title=Ads Now Appearing in App Store Search Results for U.S. Users |url=https://www.macrumors.com/2016/10/06/ads-appearing-app-store-search-results/ |website=MacRumors |date=October 6, 2016 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206152828/https://www.macrumors.com/2016/10/06/ads-appearing-app-store-search-results/ |url-status=live }}</ref> The ads, shown at the top of the search results,<ref>{{cite web |first=James |last=Vincent |title=Apple starts showing ads in App Store search results |url=https://www.theverge.com/2016/10/6/13184346/apple-app-store-ads |website=The Verge |publisher=Vox Media |date=October 6, 2016 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206160936/https://www.theverge.com/2016/10/6/13184346/apple-app-store-ads |url-status=live }}</ref><ref>{{cite web |first=Jordan |last=Novet |title=Apple starts showing App Store search ads in the U.S. |url=https://venturebeat.com/2016/10/05/apple-starts-showing-app-store-search-ads-in-the-u-s/ |website=VentureBeat |date=October 5, 2016 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206163945/https://venturebeat.com/2016/10/05/apple-starts-showing-app-store-search-ads-in-the-u-s/ |url-status=live }}</ref> are based strictly on relevant keywords, and are not used to create profiles on users.<ref name="verge changes" /> Apple expanded search ads to the United Kingdom, Australia and New Zealand in April 2017, along with more configurable advertising settings for developers.<ref>{{cite web |first=Greg |last=Barbosa |title=App Store Search Ads expand internationally with new campaign tools |url=https://9to5mac.com/2017/04/19/app-store-search-ads-expand-internationally-with-new-campaign-tools/ |website=9to5Mac |date=April 19, 2017 |access-date=December 6, 2017 |archive-date=June 25, 2017 |archive-url=https://web.archive.org/web/20170625022708/https://9to5mac.com/2017/04/19/app-store-search-ads-expand-internationally-with-new-campaign-tools/ |url-status=live }}</ref><ref>{{cite web |first=Mikey |last=Campbell |title=Apple to expand Search Ads to three international markets, debuts new management tools |url=http://appleinsider.com/articles/17/04/19/apple-to-expand-search-ads-to-three-international-markets-debuts-new-management-tools |website=AppleInsider |date=April 19, 2017 |access-date=December 6, 2017 |archive-date=December 3, 2017 |archive-url=https://web.archive.org/web/20171203061351/http://appleinsider.com/articles/17/04/19/apple-to-expand-search-ads-to-three-international-markets-debuts-new-management-tools |url-status=live }}</ref> Search ads were expanded to Canada, Mexico and Switzerland in October 2017.<ref>{{cite web |first=Michael |last=Potuck |title=App Store Search Ads go live today in Canada, Mexico, and Switzerland |url=https://9to5mac.com/2017/10/10/search-ads-app-store/ |website=9to5Mac |date=October 10, 2017 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206153149/https://9to5mac.com/2017/10/10/search-ads-app-store/ |url-status=live }}</ref> In December 2017, Apple revamped its search ads program to offer two distinctive versions; "Search Ads Basic" is a pay-per-install program aimed at smaller developers, in which they only pay when users actually install their app. Search Ads Basic also features an easier setup process and a restricted monthly budget. "Search Ads Advanced" is a new name given to the older method, in which developers have to pay whenever users tap on their apps in search results, along with unlimited monthly budgets. .<ref>{{cite web |first=Sarah |last=Perez |title=Apple introduces a new pay-per-install ad product called Search Ads Basic |url=https://techcrunch.com/2017/12/05/apple-introduces-a-new-pay-per-install-ad-product-called-search-ads-basic/ |website=TechCrunch |publisher=Oath Inc. |date=December 5, 2017 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206003933/https://techcrunch.com/2017/12/05/apple-introduces-a-new-pay-per-install-ad-product-called-search-ads-basic/ |url-status=live }}</ref><ref>{{cite web |first=Juli |last=Clover |title=Apple Adds New 'Search Ads Basic' Ad Option for Developers |url=https://www.macrumors.com/2017/12/05/apple-search-ads-basic-option/ |website=MacRumors |date=December 5, 2017 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206123107/https://www.macrumors.com/2017/12/05/apple-search-ads-basic-option/ |url-status=live }}</ref>

In January 2017, reports surfaced that documentation for a new beta for the then-upcoming release of iOS 10.3 detailed that Apple would let developers respond to customer reviews in the App Store, marking a significant change from the previous limitation, which prevented developers from communicating with users.<ref>{{cite web|last=Perez|first=Sarah|date=January 24, 2017|title=Apple will finally let developers respond to App Store reviews|url=https://techcrunch.com/2017/01/24/apple-will-finally-let-developers-respond-to-app-store-reviews/|access-date=March 29, 2017|website=TechCrunch|publisher=AOL|archive-date=March 28, 2017|archive-url=https://web.archive.org/web/20170328105451/https://techcrunch.com/2017/01/24/apple-will-finally-let-developers-respond-to-app-store-reviews/|url-status=live}}</ref><ref>{{cite web|last=Mayo|first=Benjamin|date=January 24, 2017|title=Apple will let developers reply to reviews in the App Store soon, for iOS and Mac apps|url=https://9to5mac.com/2017/01/24/apple-will-let-developers-reply-to-reviews-in-the-app-store-soon-for-ios-and-mac-apps/|access-date=March 29, 2017|website=9to5Mac|archive-date=March 30, 2017|archive-url=https://web.archive.org/web/20170330005224/https://9to5mac.com/2017/01/24/apple-will-let-developers-reply-to-reviews-in-the-app-store-soon-for-ios-and-mac-apps/|url-status=live}}</ref> The functionality was officially enabled on March 27, 2017 when iOS 10.3 was released to users.<ref>{{cite web|last=Clover|first=Juli|date=March 27, 2017|title=Apple Releases iOS 10.3 With Find My AirPods, APFS, App Store Review Tweaks and More|url=https://www.macrumors.com/2017/03/27/apple-releases-ios-10-3/|access-date=March 29, 2017|website=MacRumors|archive-date=March 27, 2017|archive-url=https://web.archive.org/web/20170327194444/https://www.macrumors.com/2017/03/27/apple-releases-ios-10-3/|url-status=live}}</ref>

Apple also offered an iTunes Affiliate Program, which lets people refer others to apps and other iTunes content, along with in-app purchases, for a percentage of sales. The commission rate for in-app purchases was reduced from 7% to 2.5% in May 2017<ref>{{cite web |title=Apple confirms reduced App Store affiliate commission rates apply to in-app purchases |url=http://appleinsider.com/articles/17/05/08/apple-confirms-reduced-app-store-affiliate-commission-rates-apply-to-in-app-purchases |website=AppleInsider |date=May 8, 2017 |access-date=May 9, 2017 |archive-date=May 11, 2017 |archive-url=https://web.archive.org/web/20170511211316/http://appleinsider.com/articles/17/05/08/apple-confirms-reduced-app-store-affiliate-commission-rates-apply-to-in-app-purchases |url-status=live }}</ref><ref>{{cite web |first=Chance |last=Miller |title=Apple clarifies iTunes affiliate changes: apps stay at 7% & in-app purchases fall to 2.5% |url=https://9to5mac.com/2017/05/07/apple-clarifies-itunes-affiliate-changes-apps-stay-at-7-in-app-purchases-fall-to-2-5/ |website=9to5Mac |date=May 7, 2017 |access-date=May 9, 2017 |archive-date=May 8, 2017 |archive-url=https://web.archive.org/web/20170508154636/https://9to5mac.com/2017/05/07/apple-clarifies-itunes-affiliate-changes-apps-stay-at-7-in-app-purchases-fall-to-2-5/ |url-status=live }}</ref> and discontinued completely in 2018.<ref>{{cite web |last=Kumparak |first=Greg |title=Apple is ending its App Store Affiliate Program in October |url=https://techcrunch.com/2018/08/01/apple-is-ending-its-app-store-affiliate-program-in-october/ |access-date=April 3, 2024 |website=TechCrunch|date=August 2, 2018}}</ref>

In September 2017, App Store received a major design overhaul with the release of iOS 11. The new design features a greater focus on editorial content and daily highlights, and introduces a "cleaner and more consistent and colorful look," similar to several of Apple's built-in iOS apps.<ref>{{cite web |first1=James |last1=Vincent |first2=Nick |last2=Statt |title=Apple unveils redesigned App Store with an all-new way to find apps and games |url=https://www.theverge.com/2017/6/5/15741096/apple-app-store-games-redesign-announcement-wwdc-2017 |website=The Verge |publisher=Vox Media |date=June 5, 2017 |access-date=June 6, 2017 |archive-date=June 6, 2017 |archive-url=https://web.archive.org/web/20170606105212/https://www.theverge.com/2017/6/5/15741096/apple-app-store-games-redesign-announcement-wwdc-2017 |url-status=live }}</ref><ref>{{cite web |first=Mitchel |last=Broussard |title=Apple Reveals Redesigned App Store for iOS 11 With Design Similar to Apple Music |url=https://www.macrumors.com/2017/06/05/apple-redesigning-app-store/ |website=MacRumors |date=June 5, 2017 |access-date=June 6, 2017 |archive-date=July 15, 2017 |archive-url=https://web.archive.org/web/20170715025920/https://www.macrumors.com/2017/06/05/apple-redesigning-app-store/ |url-status=live }}</ref><ref>{{cite web |first=Sarah |last=Perez |title=Apple introduces a completely redesigned App Store |url=https://techcrunch.com/2017/06/05/apple-introduces-a-completely-redesigned-app-store/ |website=TechCrunch |publisher=AOL |date=June 5, 2017 |access-date=June 6, 2017 |archive-date=June 6, 2017 |archive-url=https://web.archive.org/web/20170606012756/https://techcrunch.com/2017/06/05/apple-introduces-a-completely-redesigned-app-store/ |url-status=live }}</ref>

Prior to September 2017, Apple offered a way for users to manage their iOS app purchases through the iTunes computer software. In September, version 12.7 of iTunes was released, removing the App Store section in the process.<ref>{{cite web |first=Chris |last=Welch |title=Apple starts cutting the bloat from iTunes by removing iOS App Store |url=https://www.theverge.com/2017/9/12/16298988/apple-itunes-desktop-update-removes-app-store |website=The Verge |publisher=Vox Media |date=September 12, 2017 |access-date=December 16, 2017 |archive-date=December 13, 2017 |archive-url=https://web.archive.org/web/20171213043031/https://www.theverge.com/2017/9/12/16298988/apple-itunes-desktop-update-removes-app-store |url-status=live }}</ref><ref>{{cite web |first=Jake |last=Smith |title=Apple's iTunes removes iOS App Store from desktop version |url=https://www.zdnet.com/article/apple-removes-ios-app-store-from-desktop-versions-of-itunes/ |website=ZDNet |publisher=CBS Interactive |date=September 13, 2017 |access-date=December 16, 2017 |archive-date=December 14, 2017 |archive-url=https://web.archive.org/web/20171214184718/http://www.zdnet.com/article/apple-removes-ios-app-store-from-desktop-versions-of-itunes/ |url-status=live }}</ref> However, the following month, iTunes 12.6.3 was also released, retaining the App Store, with ''9to5Mac'' noting that the secondary release was positioned by Apple as "necessary for some businesses performing internal app deployments".<ref>{{cite web |first=Benjamin |last=Mayo |title=Apple still offers an iTunes version with App Store, Ringtones and other features removed in 'focused' iTunes 12.7 |url=https://9to5mac.com/2017/10/09/apple-itunes-apps-focused-removed-stopgap/ |website=9to5Mac |date=October 9, 2017 |access-date=December 16, 2017 |archive-date=December 17, 2017 |archive-url=https://web.archive.org/web/20171217013938/https://9to5mac.com/2017/10/09/apple-itunes-apps-focused-removed-stopgap/ |url-status=live }}</ref><ref>{{cite web |first=Tim |last=Hardwick |title=Apple Quietly Releases iTunes 12.6.3 With Built-In App Store |url=https://www.macrumors.com/2017/10/09/apple-itunes-with-app-store-included/ |website=MacRumors |date=October 9, 2017 |access-date=December 16, 2017 |archive-date=December 16, 2017 |archive-url=https://web.archive.org/web/20171216201402/https://www.macrumors.com/2017/10/09/apple-itunes-with-app-store-included/ |url-status=live }}</ref>

In December 2017, Apple announced that developers could offer applications for pre-order, letting them make apps visible in the store between 2–90 days ahead of release.<ref>{{cite web |first=Chance |last=Miller |title=App Store now lets any developer make apps available for pre-order |url=https://9to5mac.com/2017/12/11/app-store-pre-order-support/ |website=9to5Mac |date=December 11, 2017 |access-date=December 12, 2017 |archive-date=December 12, 2017 |archive-url=https://web.archive.org/web/20171212012415/https://9to5mac.com/2017/12/11/app-store-pre-order-support/ |url-status=live }}</ref><ref>{{cite web |first=Juli |last=Clover |title=Apple Now Allowing Developers to Offer App Pre-Orders |url=https://www.macrumors.com/2017/12/11/apple-allowing-app-pre-orders/ |website=MacRumors |date=December 11, 2017 |access-date=December 12, 2017 |archive-date=December 12, 2017 |archive-url=https://web.archive.org/web/20171212102121/https://www.macrumors.com/2017/12/11/apple-allowing-app-pre-orders/ |url-status=live }}</ref>

On January 4, 2018, Apple announced that the App Store had a record-breaking holiday season according to a new press release. During the week starting on Christmas Eve, a record number of customers made App Store purchases, spending more than $890 million in that seven-day period. On New Year's Day 2018 alone, customers made $300 million in purchases.<ref>{{Cite news|url=https://www.apple.com/newsroom/2018/01/app-store-kicks-off-2018-with-record-breaking-holiday-season/|title=App Store kicks off 2018 with record-breaking holiday season|work=Apple Newsroom|access-date=2018-01-05|archive-date=January 6, 2018|archive-url=https://web.archive.org/web/20180106065010/https://www.apple.com/newsroom/2018/01/app-store-kicks-off-2018-with-record-breaking-holiday-season/|url-status=live}}</ref>

In September 2019, Apple launched Apple Arcade, a subscription service for video games within the App Store.

In March 2020, Apple made "Sign in with Apple" mandatory for any apps that use third party logins (such as signing in with a Google account). As part of the new App Store guidelines, the deadline for developers to implement the feature was April 30.<ref>{{cite web |url=https://www.forbes.com/sites/kateoflahertyuk/2020/03/09/sign-in-with-apple-what-it-is-and-how-to-use-it/ |title=Sign In With Apple: Why This Security Feature Matters, And How To Use It |last=O'Flaherty |first=Kate |work=Forbes |date=March 9, 2020 |access-date=August 28, 2021 |url-status=live|archive-url=https://web.archive.org/web/20200309175340/https://www.forbes.com/sites/kateoflahertyuk/2020/03/09/sign-in-with-apple-what-it-is-and-how-to-use-it/ |archive-date=March 9, 2020 }}</ref>

In 2019 and 2020, Apple was frequently criticized by other companies such as Spotify,<ref>{{Cite web|last=Liptak|first=Andrew|date=2019-03-16|title=Spotify responds to Apple, calling it a 'monopolist'|url=https://www.theverge.com/2019/3/16/18268811/spotify-apple-european-commission-antitrust-statement-war-of-words|access-date=2020-09-06|website=The Verge|archive-date=July 26, 2020|archive-url=https://web.archive.org/web/20200726134510/https://www.theverge.com/2019/3/16/18268811/spotify-apple-european-commission-antitrust-statement-war-of-words|url-status=live}}</ref> Airbnb<ref>{{Cite news|last1=Nicas|first1=Jack|last2=McCabe|first2=David|date=2020-07-28|title=Their Businesses Went Virtual. Then Apple Wanted a Cut.|work=The New York Times|url=https://www.nytimes.com/2020/07/28/technology/apple-app-store-airbnb-classpass.html |archive-url=https://web.archive.org/web/20200728093131/https://www.nytimes.com/2020/07/28/technology/apple-app-store-airbnb-classpass.html |archive-date=2020-07-28 |url-access=subscription |url-status=live|access-date=2020-09-06|issn=0362-4331}}</ref> and Hey<ref>{{Cite web|last=Patel|first=Nilay|date=2020-06-22|title=Apple approves Hey email app, but the fight's not over|url=https://www.theverge.com/2020/6/22/21298552/apple-hey-email-app-approval-rules-basecamp-launch|access-date=2020-09-06|website=The Verge|archive-date=September 6, 2020|archive-url=https://web.archive.org/web/20200906054210/https://www.theverge.com/2020/6/22/21298552/apple-hey-email-app-approval-rules-basecamp-launch|url-status=live}}</ref> and regulators for potentially running the App Store as a monopoly and overcharging developers, and was the target of lawsuits and investigations in the EU and United States. A conflict between Epic Games, the creator of the Fortnite game, and Apple, led to the lawsuit Epic Games v. Apple. In December 2020, Apple announced that they would introduce a "Small Business Program" which lowers Apple's revenue cut for app developers making less than USD 1 million per year from 30% to 15%.<ref>{{Cite web|last=Leswing|first=Kif|date=2020-11-18|title=Apple will cut App Store commissions by half to 15% for small app makers|url=https://www.cnbc.com/2020/11/18/apple-will-cut-app-store-fees-by-half-to-15percent-for-small-developers.html|access-date=2021-01-10|website=CNBC|archive-date=September 11, 2021|archive-url=https://web.archive.org/web/20210911142901/https://www.cnbc.com/2020/11/18/apple-will-cut-app-store-fees-by-half-to-15percent-for-small-developers.html|url-status=live}}</ref> Additionally, governments such as in China,<ref>{{Cite web|last=Choudhury|first=Saheli Roy|date=2017-08-02|title=Apple removes VPN apps in China as Beijing doubles down on censorship|url=https://www.cnbc.com/2017/07/31/apple-removes-vpn-apps-in-china-app-store.html|access-date=2020-09-06|website=CNBC|archive-date=November 9, 2017|archive-url=https://web.archive.org/web/20171109023820/https://www.cnbc.com/2017/07/31/apple-removes-vpn-apps-in-china-app-store.html|url-status=live}}</ref> India<ref>{{cite web |last=Singh |first=Manish |title=India bans TikTok, dozens of other Chinese apps |url=https://techcrunch.com/2020/06/29/india-bans-tiktok-dozens-of-other-chinese-apps/ |access-date=April 3, 2024 |website=TechCrunch |date=June 29, 2020 }}</ref> and Russia<ref>{{Cite news|last1=Kang|first1=Cecilia|last2=Benner|first2=Katie|date=2017-01-06|title=Russia Requires Apple and Google to Remove LinkedIn From Local App Stores|work=The New York Times|url=https://www.nytimes.com/2017/01/06/technology/linkedin-blocked-in-russia.html |archive-url=https://web.archive.org/web/20170107012517/http://www.nytimes.com/2017/01/06/technology/linkedin-blocked-in-russia.html |archive-date=2017-01-07 |url-access=subscription |url-status=live|access-date=2020-09-06|issn=0362-4331}}</ref> have increasingly required Apple to remove specific apps, with the threatened removal of some apps often becoming part of geopolitical feuds.<ref>{{Cite news|date=2020-08-01|title=Trump says he will ban TikTok in the US|work=BBC News|url=https://www.bbc.com/news/world-us-canada-53619287|access-date=2020-09-06|archive-date=September 6, 2020|archive-url=https://web.archive.org/web/20200906082845/https://www.bbc.com/news/world-us-canada-53619287|url-status=live}}</ref> In January 2022, Apple added support for unlisted apps to the App Store. These apps can only be downloaded via direct links, and do not appear as search results.<ref>{{Cite web|last=Roth|first=Emma|date=2022-01-30|title=Apple adds unlisted apps to its App Store|url=https://www.theverge.com/2022/1/30/22909367/apple-unlisted-apps-app-store|access-date=2022-01-31|website=The Verge|archive-date=January 31, 2022|archive-url=https://web.archive.org/web/20220131110256/https://www.theverge.com/2022/1/30/22909367/apple-unlisted-apps-app-store|url-status=live}}</ref> Later in December 2022, a report by Bloomberg noted that the company had begun making preparations for opening up sideloading and alternative app stores on iOS, as compliance with the EU's Digital Markets Act that had passed in September of that year.<ref>{{cite web | url = https://www.bloomberg.com/news/articles/2022-12-13/will-apple-allow-users-to-install-third-party-app-stores-sideload-in-europe?leadSource=uverify%20wall | title = Apple to Allow Outside App Stores in Overhaul Spurred by EU Laws | first = Mark | last = Gurman | date = December 13, 2022 | accessdate = December 20, 2022 | work = Bloomberg News | archive-date = December 22, 2022 | archive-url = https://web.archive.org/web/20221222215724/https://www.bloomberg.com/news/articles/2022-12-13/will-apple-allow-users-to-install-third-party-app-stores-sideload-in-europe?leadSource=uverify%20wall | url-status = live }}</ref> The same report also noted Apple planned to open up the NFC and camera systems on iOS, and the Find My network to AirTag competitors like Tile.

Following a European Commission antitrust investigation, on January 25, 2024, Apple allowed game streaming apps and services, such as Xbox Cloud Streaming and GeForce Now, on the App Store. Apple also allowed iPhone users in the European Union to use third-party app stores and browser engines.<ref>{{cite web |title=Apple opens App Store to game streaming services |first=Andrew |last=Webster |date=January 25, 2024 |accessdate=March 4, 2024 |work=The Verge |url= https://www.theverge.com/2024/1/25/24050430/apple-app-store-game-streaming}}</ref>

In the Epic Games v. Apple lawsuit, a 2021 court ruling forced Apple to allow developers to include external payment links in apps, which Apple initially complied with by adding a 27% commission and restrictive warnings. In April 2025, the court ruled Apple violated the injunction, ordering the removal of all commissions and restrictions on external payment links. Apple appealed the decision but complied by May 2025, allowing apps like Fortnite to return with unrestricted payment options. The appeal remains ongoing as of August 2025.<ref>{{cite web |title= Epic Games v. Apple lawsuit |first= Mike |last= Scarcella |date=April 30, 2025 |accessdate=May 1, 2025 |work=Reuters |url= https://www.reuters.com/sustainability/boards-policy-regulation/us-judge-rules-apple-violated-order-reform-app-store-2025-04-30/}}</ref>

In November 2025, Apple launched a web interface at {{URL|apps.apple.com}}, allowing users to browse and search for apps written for iPhone, iPad, Mac, Apple Vision Pro, Apple Watch, Apple TV in a web browser, in addition to the existing native apps on those devices.<ref>{{Cite web|url=https://www.macrumors.com/2025/11/03/apple-launches-app-store-for-the-web/|title=Apple Launches App Store for the Web|website=MacRumors}}</ref>

==Development and monetization== ===iOS SDK=== {{Main|iOS SDK}} The iOS SDK (Software development kit) allows for the development of mobile apps on iOS. It is a free download for users of Mac personal computers.<ref name="SDK FAQ">{{cite web |first=Jennifer |last=Guevin |title=FAQ: What does the iPhone SDK mean? |url=https://www.cnet.com/news/faq-what-does-the-iphone-sdk-mean/ |website=CNET |publisher=CBS Interactive |date=March 6, 2008 |access-date=June 21, 2017 |archive-date=September 13, 2016 |archive-url=https://web.archive.org/web/20160913135508/http://www.cnet.com/news/faq-what-does-the-iphone-sdk-mean/ |url-status=live }}</ref> It is not available for Microsoft Windows PCs.<ref name="SDK FAQ" /> The SDK contains sets giving developers access to various functions and services of iOS devices, such as hardware and software attributes.<ref name="MacRumors SDK">{{cite web |first=Arnold |last=Kim |title=Apple Releases iPhone SDK, Demos Spore, Instant Messaging |url=https://www.macrumors.com/2008/03/06/apple-releases-iphone-sdk-demos-spore-instant-messaging/ |website=MacRumors |date=March 6, 2008 |access-date=June 21, 2017 |archive-date=March 11, 2016 |archive-url=https://web.archive.org/web/20160311195044/http://www.macrumors.com/2008/03/06/apple-releases-iphone-sdk-demos-spore-instant-messaging/ |url-status=live }}</ref> It also contains an iPhone simulator to mimic the look and feel of the device on the computer while developing.<ref name="MacRumors SDK" /> New versions of the SDK accompany new versions of iOS.<ref>{{cite web |first=Benjamin |last=Mayo |title=Apple now allowing developers to submit iOS 9, OS X El Capitan and native Watch apps to the App Store |url=https://9to5mac.com/2015/09/11/apple-developers-os-9-apps/ |website=9to5Mac |date=September 11, 2015 |access-date=June 21, 2017 |archive-date=August 22, 2016 |archive-url=https://web.archive.org/web/20160822090552/https://9to5mac.com/2015/09/11/apple-developers-os-9-apps/ |url-status=live }}</ref><ref>{{cite web |first=Steven |last=Sande |title=New iOS SDK features for developers |url=https://www.engadget.com/2013/06/10/new-ios-sdk-features-for-developers/ |website=Engadget |publisher=AOL |date=June 10, 2013 |access-date=June 21, 2017 |archive-date=January 15, 2018 |archive-url=https://web.archive.org/web/20180115215751/https://www.engadget.com/2013/06/10/new-ios-sdk-features-for-developers/ |url-status=live }}</ref> In order to test applications, get technical support, and distribute apps through App Store, developers are required to subscribe to the Apple Developer Program.<ref name="SDK FAQ" />

Combined with Xcode, the iOS SDK helps developers write iOS apps using officially supported programming languages, including Swift and Objective-C.<ref>{{cite web |first=Adam |last=Sinicki |title=Developing for Android vs developing for iOS – in 5 rounds |url=http://www.androidauthority.com/developing-for-android-vs-ios-697304/ |website=Android Authority |date=June 9, 2016 |access-date=June 21, 2017 |archive-date=June 26, 2017 |archive-url=https://web.archive.org/web/20170626191841/http://www.androidauthority.com/developing-for-android-vs-ios-697304/ |url-status=live }}</ref> Other companies have also created tools that allow for the development of native iOS apps using their respective programming languages.<ref>{{cite web |first=Ryan |last=Paul |title=MonoTouch drops .NET into Apple's walled app garden |url=https://arstechnica.com/information-technology/2009/09/monotouch-drops-net-into-apples-walled-app-garden/ |website=Ars Technica |publisher=Condé Nast |date=September 15, 2009 |access-date=June 21, 2017 |archive-date=November 22, 2015 |archive-url=https://web.archive.org/web/20151122123311/http://arstechnica.com/information-technology/2009/09/monotouch-drops-net-into-apples-walled-app-garden/ |url-status=live }}</ref><ref>{{cite web |first=Jackie |last=Dove |title=Adobe unleashes Creative Suite 5 |url=http://www.macworld.com/article/1150522/cs5launch.html |website=Macworld |publisher=International Data Group |date=April 11, 2010 |access-date=June 21, 2017 |archive-date=September 24, 2014 |archive-url=https://web.archive.org/web/20140924005201/http://www.macworld.com/article/1150522/cs5launch.html |url-status=live }}</ref>

===Monetization=== To publish apps on App Store, developers must pay a $99 yearly fee for access to Apple's Developer Program.<ref>{{cite web |first=Tim |last=Mackenzie |title=App store fees, percentages, and payouts: What developers need to know |url=https://www.techrepublic.com/blog/software-engineer/app-store-fees-percentages-and-payouts-what-developers-need-to-know/ |website=TechRepublic |publisher=CBS Interactive |date=May 7, 2012 |access-date=December 21, 2017 |archive-date=December 22, 2017 |archive-url=https://web.archive.org/web/20171222051339/https://www.techrepublic.com/blog/software-engineer/app-store-fees-percentages-and-payouts-what-developers-need-to-know/ |url-status=live }}</ref><ref>{{cite web |first=Blair Henry |last=Frank |title=Apple frees casual iOS developers of membership requirement |url=https://www.pcworld.com/article/2933052/apple-frees-casual-ios-developers-of-membership-requirement.html |website=PC World |publisher=International Data Group |date=June 8, 2015 |access-date=December 21, 2017 |archive-date=August 9, 2017 |archive-url=https://web.archive.org/web/20170809181703/http://www.pcworld.com/article/2933052/apple-frees-casual-ios-developers-of-membership-requirement.html |url-status=live }}</ref> Apple announced that, in the United States starting in 2018, it would waive the fee for nonprofit organizations and governments.<ref>{{cite web |first=Dieter |last=Bohn |title=Apple will waive developer fees for nonprofits and governments in 2018 |url=https://www.theverge.com/2017/12/20/16804010/apple-waive-developer-fees-nonprofits-governments-2018 |website=The Verge |publisher=Vox Media |date=December 20, 2017 |access-date=December 21, 2017 |archive-date=December 22, 2017 |archive-url=https://web.archive.org/web/20171222023454/https://www.theverge.com/2017/12/20/16804010/apple-waive-developer-fees-nonprofits-governments-2018 |url-status=live }}</ref><ref name="tc-templates" /> Fee waivers have, since 2020, been extended to non-profits, educational organizations and governments in additional countries.<ref>{{Cite web|title=Apple Developer Program Membership Fee Waivers – Support – Apple Developer|url=https://developer.apple.com/support/membership-fee-waiver/|access-date=2020-09-06|website=developer.apple.com|archive-date=September 16, 2020|archive-url=https://web.archive.org/web/20200916231810/https://developer.apple.com/support/membership-fee-waiver/|url-status=live}}</ref>

Developers have a few options for monetizing their applications. The "Free Model" enables free apps, increasing likelihood of engagement. The "Freemium Model" makes the app download free, but users are offered optional additional features in-app that require payments. The "Subscription Model" enables ongoing monetization through renewable transactions. The "Paid Model" makes the app itself a paid download and offers no additional features. Less frequently, the "Paymium Model" has both a paid app downloads and paid in-app content.<ref>{{cite web |title=Choosing a Business Model |url=https://developer.apple.com/app-store/business-models/ |website=Apple Developer |publisher=Apple Inc. |access-date=June 27, 2017 |archive-date=June 16, 2017 |archive-url=https://web.archive.org/web/20170616105732/https://developer.apple.com/app-store/business-models/ |url-status=live }}</ref>

In-app subscriptions were originally introduced for magazines, newspapers and music apps in February 2011, giving developers 70% of revenue earned and Apple 30%. Publishers could also sell digital subscriptions through their website, bypassing Apple's fees, but were not allowed to advertise their website alternative through the apps themselves.<ref>{{cite web |first=Josh |last=Halliday |title=Apple launches subscription service for magazines, newspapers and music |url=https://www.theguardian.com/technology/2011/feb/15/apple-subscription-service-app-store |website=The Guardian |date=February 15, 2011 |access-date=March 29, 2017 |archive-date=March 30, 2017 |archive-url=https://web.archive.org/web/20170330011305/https://www.theguardian.com/technology/2011/feb/15/apple-subscription-service-app-store |url-status=live }}</ref><ref>{{cite web |first=David |last=Chartier |title=Apple launches long-awaited subscriptions for App Store |url=http://www.macworld.com/article/1157927/app_store_subscriptions.html |website=Macworld |publisher=International Data Group |date=February 15, 2011 |access-date=March 29, 2017 |archive-date=March 30, 2017 |archive-url=https://web.archive.org/web/20170330003854/http://www.macworld.com/article/1157927/app_store_subscriptions.html |url-status=live }}</ref>

In an interview with ''The Verge'' in June 2016, Phil Schiller, Apple's senior vice president of Worldwide Marketing, said that Apple had a "renewed focus and energy" on the App Store, and announced multiple significant changes, including advertisements in search results and a new app subscription model. The subscription model saw the firmly established 70/30 revenue split between developers and Apple change into a new 85/15 revenue split if a user stays subscribed to the developer's app for a year, and opens the possibility of subscriptions to all apps, not just select categories.<ref name="verge changes">{{cite web |first=Lauren |last=Goode |title=App Store 2.0 |url=https://www.theverge.com/2016/6/8/11880730/apple-app-store-subscription-update-phil-schiller-interview |website=The Verge |publisher=Vox Media |date=June 8, 2016 |access-date=March 29, 2017 |archive-date=January 30, 2017 |archive-url=https://web.archive.org/web/20170130041023/http://www.theverge.com/2016/6/8/11880730/apple-app-store-subscription-update-phil-schiller-interview |url-status=live }}</ref><ref>{{cite web |first=Juli |last=Clover |title=Apple Announces Major App Store Changes Including New Subscription Terms and Search Ads |url=https://www.macrumors.com/2016/06/08/apple-major-app-store-changes/ |website=MacRumors |date=June 8, 2016 |access-date=March 29, 2017 |archive-date=March 30, 2017 |archive-url=https://web.archive.org/web/20170330005958/https://www.macrumors.com/2016/06/08/apple-major-app-store-changes/ |url-status=live }}</ref>

App data and insights analyst company App Annie released a report in October 2016, announcing that China had overtaken the United States as Apple's biggest market in App Store revenue. In the third quarter of 2016, Chinese users spent $1.7 billion vs. approximately $1.5 billion by American users.<ref>{{cite web |first=Sarah |last=Perez |title=China overtakes the U.S. in iOS App Store revenue |url=https://techcrunch.com/2016/10/20/china-overtakes-the-u-s-in-ios-app-store-revenue/ |website=TechCrunch |publisher=AOL |date=October 20, 2016 |access-date=June 27, 2017 |archive-date=July 11, 2017 |archive-url=https://web.archive.org/web/20170711035953/https://techcrunch.com/2016/10/20/china-overtakes-the-u-s-in-ios-app-store-revenue/ |url-status=live }}</ref><ref>{{cite web |first=Mitchel |last=Broussard |title=China 'Shatters' Records and Overtakes U.S. in App Store Revenue by 15% Margin |url=https://www.macrumors.com/2016/10/21/china-overtakes-u-s-app-store/ |website=MacRumors |date=October 21, 2016 |access-date=June 27, 2017 |archive-date=May 20, 2017 |archive-url=https://web.archive.org/web/20170520104414/https://www.macrumors.com/2016/10/21/china-overtakes-u-s-app-store/ |url-status=live }}</ref>

In June 2017, Apple announced that App Store had generated over $70 billion in revenue for developers since its 2008 launch.<ref>{{cite web |first=Joe |last=Rossignol |title=Apple Says Developers Have Earned Over $70 Billion From App Store Since It Launched |url=https://www.macrumors.com/2017/06/01/app-store-developer-earnings-top-70-billion/ |website=MacRumors |date=June 1, 2017 |access-date=June 2, 2017 |archive-date=June 2, 2017 |archive-url=https://web.archive.org/web/20170602020704/https://www.macrumors.com/2017/06/01/app-store-developer-earnings-top-70-billion/ |url-status=live }}</ref><ref>{{cite web |first=Ingrid |last=Lunden |title=Apple passes $70B in app developer payouts, led by games and entertainment |url=https://techcrunch.com/2017/06/01/apple-passes-70b-in-app-developer-payouts-led-by-games-and-entertainment/ |website=TechCrunch |publisher=AOL |date=June 1, 2017 |access-date=June 2, 2017 |archive-date=June 1, 2017 |archive-url=https://web.archive.org/web/20170601135121/https://techcrunch.com/2017/06/01/apple-passes-70b-in-app-developer-payouts-led-by-games-and-entertainment/ |url-status=live }}</ref> By 2020, this had increased to $155 billion,<ref name=":5">{{Cite web |last=Leswing |first=Kif |date=2020-01-08 |title=Apple's App Store had gross sales around $50 billion last year, but growth is slowing |url=https://www.cnbc.com/2020/01/07/apple-app-store-had-estimated-gross-sales-of-50-billion-in-2019.html |url-status=live |archive-url=https://web.archive.org/web/20200910060530/https://www.cnbc.com/2020/01/07/apple-app-store-had-estimated-gross-sales-of-50-billion-in-2019.html |archive-date=September 10, 2020 |access-date=2020-09-06 |website=CNBC }}</ref> and by 2023 to $ 320 billion.<ref name=":8" /> In 2024 the Apple App Store generated a total of $1.3 trillion in sales.<ref>{{Cite news |title=Apple's App Store generated nearly $1.3 trillion in sales in 2024 |url=https://finance.yahoo.com/news/apples-app-store-generated-nearly-13-trillion-in-sales-in-2024-130002805.html |archive-url=https://web.archive.org/web/20251006234841/https://finance.yahoo.com/news/apples-app-store-generated-nearly-13-trillion-in-sales-in-2024-130002805.html |archive-date=October 6, 2025 |access-date=2025-10-10 |work=Yahoo Finance |url-status=live }}</ref>

=== tvOS apps === {{More citations needed|section|date=January 2023}} The App Store<ref>{{Cite web |title=App Store |url=https://www.apple.com/app-store/ |access-date=2024-09-18 |website=Apple }}</ref> is also available on tvOS,<ref>{{Cite web |title=tvOS |url=https://developer.apple.com/tvos/ |access-date=2024-09-18 |website=Apple Developer }}</ref> the operating system for the Apple TV.<ref>{{Cite web |title=Apple TV+ |url=https://www.apple.com/apple-tv-plus/ |access-date=2024-09-18 |website=Apple }}</ref> It was announced on September 9, 2015, at the Apple September 2015 event, alongside the 4th generation Apple TV.<ref>{{cite web |last1=Welch |first1=Chris |title=New Apple TV announced with Siri and App Store, coming in October for $149 |url=https://www.theverge.com/2015/9/9/9276215/new-apple-tv-announced-price-specs-release-date |access-date=May 26, 2018 |website=The Verge |date=September 9, 2015 |archive-date=July 3, 2017 |archive-url=https://web.archive.org/web/20170703180217/https://www.theverge.com/2015/9/9/9276215/new-apple-tv-announced-price-specs-release-date |url-status=live }}</ref>

tvOS ships with development tools for developers. tvOS adds support for an SDK for developers to build apps for the TV including all of the APIs included in iOS<ref>{{Cite web |title=iOS 18 |url=https://developer.apple.com/ios/ |access-date=2024-09-18 |website=Apple Developer }}</ref> 9 such as Metal. It also adds an which allows users to browse, download, and install a wide variety of applications. In addition, developers can now use their own interface inside of their application rather than only being able to use Apple's interface. Since tvOS is based on iOS, it is easy to port existing iOS apps to the Apple TV with Xcode<ref>{{Cite web |title=Xcode |url=https://developer.apple.com/xcode/ |access-date=2024-09-18 |website=Apple Developer }}</ref> while making only a few refinements to the app to better suit the larger screen. Apple provides Xcode free of charge to all registered Apple developers. To develop for the new Apple TV, it is necessary to make a parallax image for the application icon. In order to do this, Apple provides a Parallax exporter and previewer in the development tools for the Apple TV.

==Number of iOS applications== On July 10, 2008, Apple's then-CEO Steve Jobs told ''USA Today'' that App Store contained 500 third-party applications for the iPhone and the iPod Touch, and of these 125 were free.<ref name="Launching with 500"/> Ten million downloads were recorded in the first weekend.<ref name="First weekend"/> By September, the number of available apps had increased to 3,000, with over 100 million downloads.<ref name="September 2008 apps"/>

thumb|alt=Chart showing App Store downloads and available apps over time.|300px|App Store app availability has increased in line with downloads over time.{{update inline|date=October 2024}}

Over the years, the store has surpassed multiple major milestones, including 50,000,<ref name="50,000"/> 100,000,<ref name="100,000"/> 250,000,<ref name="250,000"/> 500,000,<ref name="500,000"/> 1&nbsp;million,<ref name="1 million"/> and 2&nbsp;million apps.<ref name="The Verge 2 million"/> The billionth application was downloaded on April 24, 2009.<ref name="Billion"/>

The number of apps on the app store shrank for the first time in 2017 as Apple began to remove older apps which did not comply with current app guidelines and technologies.<ref>{{cite web |last=Perez |first=Sarah |title=App Store shrank for first time in 2017 thanks to crackdowns on spam, clones and more |url=https://techcrunch.com/2018/04/04/app-store-shrank-for-first-time-in-2017-thanks-to-crackdowns-on-spam-clones-and-more/ |access-date=April 3, 2024 |website=TechCrunch |date=April 4, 2018 }}</ref> As of 2020, it was estimated to house around 1.8 million apps,<ref>{{Cite web|title=Number of apps in leading app stores|url=https://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/|access-date=2020-09-06|website=Statista|archive-date=October 26, 2013|archive-url=https://web.archive.org/web/20131026124356/https://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/|url-status=live}}</ref> and as of 2024 Apple reported a total of more than 1.9 million apps available on the App Store.<ref name=":7" />

{| class="wikitable" |- ! Date ! Available apps ! Downloads to date |- | July 11, 2008 | 500<ref name="Launching with 500">{{cite web |first=Thomas |last=Ricker |title=Jobs: App Store launching with 500 iPhone applications, 25% free |url=https://www.engadget.com/2008/07/10/jobs-app-store-launching-with-500-iphone-applications-25-free/ |website=Engadget |publisher=AOL |date=July 10, 2008 |access-date=March 29, 2017 |archive-date=March 30, 2017 |archive-url=https://web.archive.org/web/20170330012936/https://www.engadget.com/2008/07/10/jobs-app-store-launching-with-500-iphone-applications-25-free/ |url-status=live }}</ref> | 0<ref name="Launching with 500" /> |- | July 14, 2008 | 800<ref name="First weekend">{{cite web |title=iPhone App Store Downloads Top 10 Million in First Weekend |url=https://www.apple.com/pr/library/2008/07/14iPhone-App-Store-Downloads-Top-10-Million-in-First-Weekend.html |website=Apple Press Info |publisher=Apple Inc. |date=July 14, 2008 |access-date=March 29, 2017 |archive-date=February 12, 2017 |archive-url=https://web.archive.org/web/20170212184147/http://www.apple.com/pr/library/2008/07/14iPhone-App-Store-Downloads-Top-10-Million-in-First-Weekend.html |url-status=live }}</ref><ref name="CNET July 2008">{{cite web |first=Caroline |last=McCarthy |title=Apple: One million iPhones sold, 10 million App Store downloads in first weekend |url=https://www.cnet.com/news/apple-one-million-iphones-sold-10-million-app-store-downloads-in-first-weekend/ |website=CNET |publisher=CBS Interactive |date=July 15, 2008 |access-date=March 31, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401055447/https://www.cnet.com/news/apple-one-million-iphones-sold-10-million-app-store-downloads-in-first-weekend/ |url-status=live }}</ref> | 10,000,000<ref name="First weekend" /><ref name="CNET July 2008" /> |- | September 9, 2008 | 3,000<ref name="September 2008 apps">{{cite web |title=App Store Downloads Top 100 Million Worldwide |url=https://www.apple.com/pr/library/2008/09/09App-Store-Downloads-Top-100-Million-Worldwide.html |website=Apple Press Info |publisher=Apple Inc. |date=September 9, 2008 |access-date=March 29, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401111744/http://www.apple.com/pr/library/2008/09/09App-Store-Downloads-Top-100-Million-Worldwide.html |url-status=live }}</ref> | 100,000,000<ref name="September 2008 apps" /> |- | January 16, 2009 | 15,000<ref name="January 2009">{{cite web |first=Rik |last=Myslewski |title=iPhone App Store breezes past 500 million downloads |url=https://www.theregister.co.uk/2009/01/16/half_billion_iphone_apps/ |website=The Register |publisher=Situation Publishing |date=January 16, 2009 |access-date=March 29, 2017 |archive-date=May 5, 2017 |archive-url=https://web.archive.org/web/20170505165333/http://www.theregister.co.uk/2009/01/16/half_billion_iphone_apps/ |url-status=live }}</ref> | 500,000,000<ref name="January 2009" /> |- | March 17, 2009 | 25,000<ref name="March 2009">{{cite web |first=Erick |last=Schonfeld |title=Apple Opens Up More Ways To Get Paid On The iPhone, Adds Key New Features. Apps Hit 800 Million Downloads. |url=https://techcrunch.com/2009/03/17/phone-apps-hit-800-million-downloads/ |website=TechCrunch |publisher=AOL |date=March 17, 2009 |access-date=March 29, 2017 |archive-date=March 30, 2019 |archive-url=https://web.archive.org/web/20190330094100/https://techcrunch.com/2009/03/17/phone-apps-hit-800-million-downloads/ |url-status=live }}</ref> | 800,000,000<ref name="March 2009" /> |- | April 24, 2009 | 35,000<ref name="Billion">{{cite web |title=Apple's Revolutionary App Store Downloads Top One Billion in Just Nine Months |url=https://www.apple.com/pr/library/2009/04/24Apples-Revolutionary-App-Store-Downloads-Top-One-Billion-in-Just-Nine-Months.html |website=Apple Press Info |publisher=Apple Inc. |date=April 24, 2009 |access-date=March 29, 2017 |archive-date=March 15, 2017 |archive-url=https://web.archive.org/web/20170315100024/http://www.apple.com/pr/library/2009/04/24Apples-Revolutionary-App-Store-Downloads-Top-One-Billion-in-Just-Nine-Months.html |url-status=live }}</ref> | 1,000,000,000<ref name="Billion" /> |- | June 8, 2009 | 50,000<ref name="50,000">{{cite web |first=MG |last=Siegler |title=State Of The iPhone Ecosystem: 40 Million Devices and 50,000 Apps |url=https://techcrunch.com/2009/06/08/40-million-iphones-and-ipod-touches-and-50000-apps/ |website=TechCrunch |publisher=AOL |date=June 8, 2009 |access-date=March 29, 2017 |archive-date=June 10, 2009 |archive-url=https://web.archive.org/web/20090610235745/http://www.techcrunch.com/2009/06/08/40-million-iphones-and-ipod-touches-and-50000-apps/ |url-status=live }}</ref> | 1,000,000,000+<ref name="Billion" /> |- | July 14, 2009 | 50,000<ref name="50,000" /> | 1,500,000,000<ref>{{cite web |first=Laura |last=June |title=Apple's App Store crosses the 1.5 billion download mark |url=https://www.engadget.com/2009/07/14/apples-app-store-crosses-the-1-5-billion-download-mark/ |website=Engadget |publisher=AOL |date=July 14, 2009 |access-date=March 29, 2017 |archive-date=March 15, 2012 |archive-url=https://web.archive.org/web/20120315112750/http://www.engadget.com/2009/07/14/apples-app-store-crosses-the-1-5-billion-download-mark/ |url-status=live }}</ref> |- | September 28, 2009 | 85,000<ref name="September 2009">{{cite web |title=Apple's App Store Downloads Top Two Billion |url=https://www.apple.com/pr/library/2009/09/28Apples-App-Store-Downloads-Top-Two-Billion.html |website=Apple Press Info |publisher=Apple Inc. |date=September 28, 2009 |access-date=March 29, 2017 |archive-date=December 31, 2016 |archive-url=https://web.archive.org/web/20161231131700/http://www.apple.com/pr/library/2009/09/28Apples-App-Store-Downloads-Top-Two-Billion.html |url-status=live }}</ref><ref>{{cite web |title=Apple announces App Store downloads top 2 billion |url=http://appleinsider.com/articles/09/09/28/apple_announces_app_store_downloads_top_2_billion.html |website=AppleInsider |date=September 28, 2009 |access-date=March 29, 2017 |archive-date=March 30, 2017 |archive-url=https://web.archive.org/web/20170330083424/http://appleinsider.com/articles/09/09/28/apple_announces_app_store_downloads_top_2_billion.html |url-status=live }}</ref> | 2,000,000,000<ref name="September 2009" /> |- | November 4, 2009 | 100,000<ref name="100,000">{{cite web |title=Apple Announces Over 100,000 Apps Available on the App Store |url=https://www.macrumors.com/2009/11/04/apple-announces-over-100000-apps-available-on-the-app-store/ |website=MacRumors |date=November 4, 2009 |access-date=March 29, 2017 |archive-date=March 30, 2019 |archive-url=https://web.archive.org/web/20190330120948/https://www.macrumors.com/2009/11/04/apple-announces-over-100000-apps-available-on-the-app-store/ |url-status=live }}</ref><ref>{{cite web |title=Apple Announces Over 100,000 Apps Now Available on the App Store |url=https://www.apple.com/pr/library/2009/11/04Apple-Announces-Over-100-000-Apps-Now-Available-on-the-App-Store.html |website=Apple Press Info |publisher=Apple Inc. |date=November 4, 2009 |access-date=March 29, 2017 |archive-date=September 15, 2016 |archive-url=https://web.archive.org/web/20160915033455/https://www.apple.com/pr/library/2009/11/04Apple-Announces-Over-100-000-Apps-Now-Available-on-the-App-Store.html |url-status=live }}</ref> | 2,000,000,000+<ref name="September 2009" /> |- | January 5, 2010 | 140,000+<ref name="TechCrunch Feb 2010" /> | 3,000,000,000+<ref name="3 billion downloads">{{cite web |first=Eric |last=Slivka |title=Apple Announces 3 Billion App Store Downloads |url=https://www.macrumors.com/2010/01/05/apple-announces-3-billion-app-store-downloads/ |website=MacRumors |date=January 5, 2010 |access-date=March 29, 2017 |archive-date=May 18, 2017 |archive-url=https://web.archive.org/web/20170518234114/https://www.macrumors.com/2010/01/05/apple-announces-3-billion-app-store-downloads/ |url-status=live }}</ref><ref>{{cite web |title=Apple's App Store Downloads Top Three Billion |url=https://www.apple.com/pr/library/2010/01/05Apples-App-Store-Downloads-Top-Three-Billion.html |website=Apple Press Info |publisher=Apple Inc. |date=January 5, 2010 |access-date=March 29, 2017 |archive-date=June 3, 2016 |archive-url=https://web.archive.org/web/20160603030900/https://www.apple.com/pr/library/2010/01/05Apples-App-Store-Downloads-Top-Three-Billion.html |url-status=live }}</ref> |- | February 12, 2010 | 150,000+<ref name="TechCrunch Feb 2010">{{cite web |first=MG |last=Siegler |title=App Store Now Has 150,000 Apps. Great News For The iPad: Paid Books Rule. |url=https://techcrunch.com/2010/02/12/app-store-numbers-books-ipad/ |website=TechCrunch |publisher=AOL |date=February 12, 2010 |access-date=March 29, 2017 |archive-date=March 30, 2017 |archive-url=https://web.archive.org/web/20170330083628/https://techcrunch.com/2010/02/12/app-store-numbers-books-ipad/ |url-status=live }}</ref> | 3,000,000,000+<ref name="3 billion downloads" /> |- | June 7, 2010 | 225,000+<ref name="June 2010">{{cite web |title=Apple says App Store has made developers over $1 billion |url=http://appleinsider.com/articles/10/06/07/apple_says_app_store_has_made_developers_over_1_billion.html |website=AppleInsider |date=June 7, 2010 |access-date=March 29, 2017 |archive-date=February 9, 2017 |archive-url=https://web.archive.org/web/20170209174823/http://appleinsider.com/articles/10/06/07/apple_says_app_store_has_made_developers_over_1_billion.html |url-status=live }}</ref> | 5,000,000,000+<ref name="June 2010" /> |- | August 28, 2010 | 250,000+<ref name="250,000">{{cite web |first=Matt |last=Brian |title=Apple's App Store Now Features 250,000 Apps |url=https://thenextweb.com/mobile/2010/08/28/apples-app-store-now-features-250000-apps/ |website=The Next Web |date=August 28, 2010 |access-date=March 29, 2017 |archive-date=March 29, 2017 |archive-url=https://web.archive.org/web/20170329233606/https://thenextweb.com/mobile/2010/08/28/apples-app-store-now-features-250000-apps/ |url-status=live }}</ref><ref>{{cite web |first=Philip |last=Elmer-DeWitt |title=Apple App Store: 250,000 and counting |url=http://fortune.com/2010/08/28/apple-app-store-250000-and-counting/ |website=Fortune |date=August 28, 2010 |access-date=March 29, 2017 |archive-date=March 30, 2017 |archive-url=https://web.archive.org/web/20170330000653/http://fortune.com/2010/08/28/apple-app-store-250000-and-counting/ |url-status=live }}</ref> | 5,000,000,000+<ref name="June 2010" /> |- | September 1, 2010 | 250,000+<ref name="250,000" /> | 6,500,000,000<ref>{{cite web |first=Leena |last=Rao |title=Jobs: 6.5 Billion Apps Downloaded From The App Store |url=https://techcrunch.com/2010/09/01/jobs-6-5-billion-apps-downloaded-from-app-store/ |website=TechCrunch |publisher=AOL |date=September 1, 2010 |access-date=March 29, 2017 |archive-date=March 30, 2017 |archive-url=https://web.archive.org/web/20170330083800/https://techcrunch.com/2010/09/01/jobs-6-5-billion-apps-downloaded-from-app-store/ |url-status=live }}</ref> |- | October 20, 2010 | 300,000<ref>{{cite web |first=Jason |last=Snell |title=Jobs speaks! The complete transcript |url=http://www.macworld.com/article/1154980/jobs_transcript.html |website=Macworld |publisher=International Data Group |date=October 18, 2010 |access-date=March 29, 2017 |archive-date=March 1, 2017 |archive-url=https://web.archive.org/web/20170301123013/http://www.macworld.com/article/1154980/jobs_transcript.html |url-status=live }}</ref> | 7,000,000,000<ref>{{cite web |first=Alexia |last=Tsotsis |title=App Store Hits 7 Billion Downloads |url=https://techcrunch.com/2010/10/20/app-store-hits-7-billion-downloads/ |website=TechCrunch |publisher=AOL |date=October 20, 2010 |access-date=March 30, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331120125/https://techcrunch.com/2010/10/20/app-store-hits-7-billion-downloads/ |url-status=live }}</ref> |- | January 22, 2011 | 350,000+<ref name="January 2011">{{cite web |title=Apple's App Store Downloads Top 10 Billion |url=https://www.apple.com/pr/library/2011/01/22Apples-App-Store-Downloads-Top-10-Billion.html |website=Apple Press Info |publisher=Apple Inc. |date=January 22, 2011 |access-date=March 30, 2017 |archive-date=December 27, 2016 |archive-url=https://web.archive.org/web/20161227172438/http://www.apple.com/pr/library/2011/01/22Apples-App-Store-Downloads-Top-10-Billion.html |url-status=live }}</ref> | 10,000,000,000+<ref name="January 2011" /><ref>{{cite web |first=Sam |last=Oliver |title=Apple reaches 10 billion downloads on the iOS App Store |url=http://appleinsider.com/articles/11/01/22/apple_reaches_10_billion_downloads_on_the_ios_app_store |website=AppleInsider |date=January 22, 2011 |access-date=April 19, 2017 |archive-date=April 19, 2017 |archive-url=https://web.archive.org/web/20170419192649/http://appleinsider.com/articles/11/01/22/apple_reaches_10_billion_downloads_on_the_ios_app_store |url-status=live }}</ref> |- | July 7, 2011 | 425,000+<ref name="TechCrunch July 2011">{{cite web |first=Leena |last=Rao |title=Apple's App Store Crosses 15B App Downloads, Adds 1B Downloads In Past Month |url=https://techcrunch.com/2011/07/07/apples-app-store-crosses-15b-app-downloads-adds-1b-downloads-in-past-month/ |website=TechCrunch |publisher=AOL |date=July 7, 2011 |access-date=March 30, 2017 |archive-date=July 7, 2017 |archive-url=https://web.archive.org/web/20170707201237/https://techcrunch.com/2011/07/07/apples-app-store-crosses-15b-app-downloads-adds-1b-downloads-in-past-month/ |url-status=live }}</ref><ref name="Apple July 2011">{{cite web |title=Apple's App Store Downloads Top 15 Billion |url=https://www.apple.com/pr/library/2011/07/07Apples-App-Store-Downloads-Top-15-Billion.html |website=Apple Press Info |publisher=Apple Inc. |date=July 7, 2011 |access-date=March 30, 2017 |archive-date=November 14, 2020 |archive-url=https://web.archive.org/web/20201114002810/http://www.apple.com/newsroom/ |url-status=live }}</ref> | 15,000,000,000+<ref name="TechCrunch July 2011" /><ref name="Apple July 2011" /> |- | October 4, 2011 | 500,000+<ref name="500,000">{{cite web |first=Michael |last=Grothaus |title=More than 18 billion apps downloaded from App Store |url=https://www.engadget.com/2011/10/04/more-than-18-billion-apps-downloaded-from-app-store/ |website=Engadget |publisher=AOL |date=October 4, 2011 |access-date=March 31, 2017 |archive-date=April 21, 2017 |archive-url=https://web.archive.org/web/20170421125437/https://www.engadget.com/2011/10/04/more-than-18-billion-apps-downloaded-from-app-store/ |url-status=live }}</ref><ref name="VentureBeat October 2011">{{cite web |first=Devindra |last=Hardawar |title=Apple has sold over 250M iOS devices, 18 billion apps |url=https://venturebeat.com/2011/10/04/apple-has-sold-over-250k-ios-devices-18-billion-apps/ |website=VentureBeat |date=October 4, 2011 |access-date=March 31, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331211742/https://venturebeat.com/2011/10/04/apple-has-sold-over-250k-ios-devices-18-billion-apps/ |url-status=live }}</ref> | 18,000,000,000+<ref name="500,000" /><ref name="VentureBeat October 2011" /> |- | March 2, 2012 | 500,000+<ref name="500,000" /> | 25,000,000,000<ref>{{cite web |first=Eric |last=Slivka |title=Apple's App Store Reaches 25 Billion Downloads, Now on Pace for 15 Billion Apps Per Year |url=https://www.macrumors.com/2012/03/03/apples-app-store-reaches-25-billion-downloads-now-on-pace-for-15-billion-apps-per-year/ |website=MacRumors |date=March 2, 2012 |access-date=March 31, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331210210/https://www.macrumors.com/2012/03/03/apples-app-store-reaches-25-billion-downloads-now-on-pace-for-15-billion-apps-per-year/ |url-status=live }}</ref> |- | June 11, 2012 | 650,000+<ref name="CNET June 2012">{{cite web |first=Don |last=Reisinger |title=Apple: 30B apps downloaded, 400M App Store accounts set up |url=https://www.cnet.com/news/apple-30b-apps-downloaded-400m-app-store-accounts-set-up/ |website=CNET |publisher=CBS Interactive |date=June 11, 2012 |access-date=March 31, 2017 |archive-date=December 20, 2016 |archive-url=https://web.archive.org/web/20161220191107/https://www.cnet.com/news/apple-30b-apps-downloaded-400m-app-store-accounts-set-up/ |url-status=live }}</ref> | 30,000,000,000+<ref name="CNET June 2012" /> |- | September 12, 2012 | 700,000+<ref>{{cite web |first=Darrell |last=Etherington |title=iOS App Store Boasts 700K Apps, 90% Downloaded Every Month |url=https://techcrunch.com/2012/09/12/ios-app-store-boasts-700k-apps-90-downloaded-every-month/ |website=TechCrunch |publisher=AOL |date=September 12, 2012 |access-date=March 31, 2017 |archive-date=March 29, 2017 |archive-url=https://web.archive.org/web/20170329232556/https://techcrunch.com/2012/09/12/ios-app-store-boasts-700k-apps-90-downloaded-every-month/ |url-status=live }}</ref> | 30,000,000,000+<ref name="CNET June 2012" /> |- | January 7, 2013 | 775,000+<ref name="Tom's Guide 40 bill">{{cite web |first=Zak |last=Islam |title=Apple App Store Surpasses 40 Billion Downloads |url=http://www.tomsguide.com/us/Apple-App-Store-Downloads-iOS,news-16571.html |website=Tom's Hardware |publisher=Purch Group |date=January 8, 2013 |access-date=April 19, 2017 |archive-date=April 19, 2017 |archive-url=https://web.archive.org/web/20170419200114/http://www.tomsguide.com/us/Apple-App-Store-Downloads-iOS,news-16571.html |url-status=live }}</ref> | 40,000,000,000+<ref name="40bill">{{cite web |first=Natasha |last=Lomas |title=Apple App Store: 40B Downloads And Counting; 2B+ In December, ~20B In 2012 |url=https://techcrunch.com/2013/01/07/apple-app-store-40bn-downloads-and-counting-2bn-in-december-20bn-in-2012/ |website=TechCrunch |publisher=AOL |date=January 7, 2013 |access-date=March 31, 2017 |archive-date=December 20, 2016 |archive-url=https://web.archive.org/web/20161220091039/https://techcrunch.com/2013/01/07/apple-app-store-40bn-downloads-and-counting-2bn-in-december-20bn-in-2012/ |url-status=live }}</ref><ref name="Tom's Guide 40 bill" /><ref>{{cite web |title=App Store Tops 40 Billion Downloads with Almost Half in 2012 |url=https://www.apple.com/pr/library/2013/01/07App-Store-Tops-40-Billion-Downloads-with-Almost-Half-in-2012.html |website=Apple Press Info |publisher=Apple Inc. |date=January 7, 2013 |access-date=March 31, 2017 |archive-date=September 22, 2020 |archive-url=https://web.archive.org/web/20200922064409/https://www.apple.com/newsroom/ |url-status=live }}</ref> |- | January 28, 2013 | 800,000+<ref name="Apple 800,000">{{cite web |title=Apple Updates iOS to 6.1 |url=https://www.apple.com/pr/library/2013/01/28Apple-Updates-iOS-to-6-1.html |website=Apple Press Info |publisher=Apple Inc. |date=January 28, 2013 |access-date=March 31, 2017 |archive-date=March 16, 2017 |archive-url=https://web.archive.org/web/20170316232821/http://www.apple.com/pr/library/2013/01/28Apple-Updates-iOS-to-6-1.html |url-status=live }}</ref> | 40,000,000,000+<ref name="40bill" /> |- |April 24, 2013 | 800,000+<ref name="Apple 800,000" /> |45,000,000,000+<ref>{{cite web |first=Yoni |last=Heisler |title=Apple has paid out $9 billion to developers; App Store downloads reach 45 billion |url=https://www.engadget.com/2013/04/24/apple-has-paid-out-9-billion-to-developers-app-store-downloads/ |website=Engadget |publisher=AOL |date=April 24, 2013 |access-date=March 31, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331205813/https://www.engadget.com/2013/04/24/apple-has-paid-out-9-billion-to-developers-app-store-downloads/ |url-status=live }}</ref> |- |May 16, 2013 | 850,000+<ref>{{cite web |title=Apple's App Store Marks Historic 50 Billionth Download |url=https://www.apple.com/pr/library/2013/05/16Apples-App-Store-Marks-Historic-50-Billionth-Download.html |website=Apple Press Info |publisher=Apple Inc. |date=May 16, 2013 |access-date=March 31, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331211613/https://www.apple.com/pr/library/2013/05/16Apples-App-Store-Marks-Historic-50-Billionth-Download.html |url-status=live }}</ref> | 50,000,000,000+<ref>{{cite web |first=Roberto |last=Baldwin |title=Apple Hits 50 Billion Apps Served |url=https://www.wired.com/2013/05/apple-hits-50-billion-served |work=Wired |publisher=Condé Nast |date=May 15, 2013 |access-date=March 31, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401054622/https://www.wired.com/2013/05/apple-hits-50-billion-served |url-status=live }}</ref><ref>{{cite web |first=Josh |last=Lowensohn |title=Apple's App Store downloads hit 50 billion |url=https://www.cnet.com/news/apples-app-store-downloads-hit-50-billion/ |website=CNET |publisher=CBS Interactive |date=May 15, 2013 |access-date=March 31, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331211417/https://www.cnet.com/news/apples-app-store-downloads-hit-50-billion/ |url-status=live }}</ref> |- |June 10, 2013 | 900,000+<ref name="TechCrunch June 2013">{{cite web |first=Sarah |last=Perez |title=Apple's App Store Hits 50 Billion Downloads, 900K Apps, $10 Billion Paid To Developers; iTunes Now With 575M Accounts |url=https://techcrunch.com/2013/06/10/apples-app-store-hits-50-billion-downloads-paid-out-10-billion-to-developers/ |website=TechCrunch |publisher=AOL |date=June 10, 2013 |access-date=March 31, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331211029/https://techcrunch.com/2013/06/10/apples-app-store-hits-50-billion-downloads-paid-out-10-billion-to-developers/ |url-status=live }}</ref><ref name="PhoneArena June 2013">{{cite web |first=Victor |last=H. |title=Apple App Store reaches 900 000 apps |url=http://www.phonearena.com/news/apple-app-store-reaches-900-000-apps_id43899 |website=PhoneArena |date=June 10, 2013 |access-date=March 31, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331210032/http://www.phonearena.com/news/apple-app-store-reaches-900-000-apps_id43899 |url-status=live }}</ref> | 50,000,000,000+<ref name="TechCrunch June 2013" /><ref name="PhoneArena June 2013" /> |- |October 22, 2013 | 1,000,000+<ref name="1 million">{{cite web |first=Nathan |last=Ingraham |title=Apple announces 1 million apps in the App Store, more than 1 billion songs played on iTunes radio |url=https://www.theverge.com/2013/10/22/4866302/apple-announces-1-million-apps-in-the-app-store |website=The Verge |publisher=Vox Media |date=October 22, 2013 |access-date=March 31, 2017 |archive-date=May 12, 2017 |archive-url=https://web.archive.org/web/20170512171633/https://www.theverge.com/2013/10/22/4866302/apple-announces-1-million-apps-in-the-app-store |url-status=live }}</ref><ref name="Engadget-1mill">{{cite web |first=Marc |last=Perton |title=Apple App Store hits 60 billion cumulative downloads |url=https://www.engadget.com/2013/10/22/apple-ios-7-downloaded-over-200-million-times-in-5-days/ |website=Engadget |publisher=AOL |date=October 22, 2013 |access-date=April 19, 2017 |archive-date=March 30, 2019 |archive-url=https://web.archive.org/web/20190330044546/https://www.engadget.com/2013/10/22/apple-ios-7-downloaded-over-200-million-times-in-5-days/ |url-status=live }}</ref> | 60,000,000,000+<ref name="1 million" /><ref name="Engadget-1mill" /> |- |June 2, 2014 | 1,200,000+<ref name="1.2 million">{{cite web |first=Sarah |last=Perez |title=iTunes App Store Now Has 1.2 Million Apps, Has Seen 75 Billion Downloads To Date |url=https://techcrunch.com/2014/06/02/itunes-app-store-now-has-1-2-million-apps-has-seen-75-billion-downloads-to-date/ |website=TechCrunch |publisher=AOL |date=June 2, 2014 |access-date=March 31, 2017 |archive-date=June 3, 2014 |archive-url=https://web.archive.org/web/20140603084011/https://techcrunch.com/2014/06/02/itunes-app-store-now-has-1-2-million-apps-has-seen-75-billion-downloads-to-date/ |url-status=live }}</ref> | 75,000,000,000+<ref name="1.2 million" /> |- |September 9, 2014 | 1,300,000+<ref>{{cite web |first=Nick |last=Summers |title=The App Store now boasts 1.3 million iOS apps |url=https://thenextweb.com/apple/2014/09/09/now-13million-apps-app-store/ |website=The Next Web |date=September 9, 2014 |access-date=March 31, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331210123/https://thenextweb.com/apple/2014/09/09/now-13million-apps-app-store/ |url-status=live }}</ref><ref>{{cite web |first=Sarah |last=Perez |title=iTunes App Store Reaches 1.3 Million Mobile Applications |url=https://techcrunch.com/2014/09/09/itunes-app-store-reaches-1-3-million-mobile-applications/ |website=TechCrunch |publisher=AOL |date=September 9, 2014 |access-date=March 31, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331210603/https://techcrunch.com/2014/09/09/itunes-app-store-reaches-1-3-million-mobile-applications/ |url-status=live }}</ref> | 75,000,000,000+<ref name="1.2 million" /> |- |January 8, 2015 | 1,400,000+<ref name="1.4mil">{{cite web |first=Steve |last=Ranger |title=Apple's App Store developer revenue hits $25bn as Apple touts job creation |url=https://www.zdnet.com/article/apples-app-store-developer-revenue-hits-25bn-as-apple-touts-job-creation/ |website=ZDNet |publisher=CBS Interactive |date=January 8, 2015 |access-date=March 31, 2017 |archive-date=June 23, 2017 |archive-url=https://web.archive.org/web/20170623191746/http://www.zdnet.com/article/apples-app-store-developer-revenue-hits-25bn-as-apple-touts-job-creation/ |url-status=live }}</ref><ref>{{cite web |title=App Store Rings in 2015 with New Records |url=https://www.apple.com/pr/library/2015/01/08App-Store-Rings-in-2015-with-New-Records.html |website=Apple Press Info |publisher=Apple Inc. |date=January 8, 2015 |access-date=March 31, 2017 |archive-date=March 18, 2017 |archive-url=https://web.archive.org/web/20170318122658/https://www.apple.com/pr/library/2015/01/08App-Store-Rings-in-2015-with-New-Records.html |url-status=live }}</ref> | 75,000,000,000+<ref name="1.2 million" /> |- |June 8, 2015 | 1,500,000+<ref name="TechCrunch June 2015">{{cite web |first=Ingrid |last=Lunden |title=iTunes App Store Passes 1.5M Apps, 100B Downloads, $30B Paid To Developers To Date |url=https://techcrunch.com/2015/06/08/itunes-app-store-passes-1-5m-apps-100b-downloads-30b-paid-to-developers/ |website=TechCrunch |publisher=AOL |date=June 8, 2015 |access-date=March 31, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331210436/https://techcrunch.com/2015/06/08/itunes-app-store-passes-1-5m-apps-100b-downloads-30b-paid-to-developers/ |url-status=live }}</ref> | 100,000,000,000+<ref>{{cite web |first=Nathan |last=Ingraham |title=Apple's App Store has passed 100 billion app downloads |url=https://www.theverge.com/2015/6/8/8739611/apple-wwdc-2015-stats-update |website=The Verge |publisher=Vox Media |date=June 8, 2015 |access-date=March 31, 2017 |archive-date=January 15, 2017 |archive-url=https://web.archive.org/web/20170115202451/http://www.theverge.com/2015/6/8/8739611/apple-wwdc-2015-stats-update |url-status=live }}</ref><ref name="TechCrunch June 2015" /><ref>{{cite web |first=Mitchel |last=Broussard |title=App Store Surpasses 100 Billion Lifetime Downloads |url=https://www.macrumors.com/2015/06/08/app-store-surpasses-100-billion/ |website=MacRumors |date=June 8, 2015 |access-date=March 31, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331210945/https://www.macrumors.com/2015/06/08/app-store-surpasses-100-billion/ |url-status=live }}</ref> |- |June 13, 2016 | 2,000,000+<ref name="The Verge 2 million">{{cite web |first=Jordan |last=Golson |title=Apple's App Store now has over 2 million apps |url=https://www.theverge.com/2016/6/13/11922926/apple-apps-2-million-wwdc-2016 |website=The Verge |publisher=Vox Media |date=June 13, 2016 |access-date=March 31, 2017 |archive-date=February 10, 2017 |archive-url=https://web.archive.org/web/20170210135527/http://www.theverge.com/2016/6/13/11922926/apple-apps-2-million-wwdc-2016 |url-status=live }}</ref><ref name="TechCrunch 2 million">{{cite web |first=Sarah |last=Perez |title=Apple's App Store hits 2M apps, 130B downloads, $50B paid to developers |url=https://techcrunch.com/2016/06/13/apples-app-store-hits-2m-apps-130b-downloads-50b-paid-to-developers/ |website=TechCrunch |publisher=AOL |date=June 13, 2016 |access-date=March 31, 2017 |archive-date=March 31, 2017 |archive-url=https://web.archive.org/web/20170331211315/https://techcrunch.com/2016/06/13/apples-app-store-hits-2m-apps-130b-downloads-50b-paid-to-developers/ |url-status=live }}</ref><ref name="Mashable 2 million">{{cite web |first=Kellen |last=Beck |title=Apple's App Store now has over 2 million apps |url=http://mashable.com/2016/06/13/apple-wwdc-apps/ |website=Mashable |date=June 13, 2016 |access-date=March 31, 2017 |archive-date=March 30, 2017 |archive-url=https://web.archive.org/web/20170330012051/http://mashable.com/2016/06/13/apple-wwdc-apps/ |url-status=live }}</ref> | 130,000,000,000+<ref name="The Verge 2 million" /><ref name="TechCrunch 2 million" /><ref name="Mashable 2 million" /> |- |January 5, 2017 |2,200,000<ref>{{cite web |first=Lauren |last=Goode |title=Apple's App Store just had the most successful month of sales ever |url=https://www.theverge.com/2017/1/5/14173328/apple-december-2016-app-store-record-phil-schiller |website=The Verge |publisher=Vox Media |date=January 5, 2017 |access-date=March 31, 2017 |archive-date=January 28, 2017 |archive-url=https://web.archive.org/web/20170128232821/http://www.theverge.com/2017/1/5/14173328/apple-december-2016-app-store-record-phil-schiller |url-status=live }}</ref><ref>{{cite web |first=Mitchel |last=Broussard |title=App Store Sets New Records With $240M in Sales on New Year's Day, $20B Paid to Developers in 2016 |url=https://www.macrumors.com/2017/01/05/apple-busiest-day-app-store-imessage/ |website=MacRumors |date=January 5, 2017 |access-date=March 31, 2017 |archive-date=February 24, 2017 |archive-url=https://web.archive.org/web/20170224212919/https://www.macrumors.com/2017/01/05/apple-busiest-day-app-store-imessage/ |url-status=live }}</ref> |130,000,000,000+<ref name="The Verge 2 million" /><ref name="TechCrunch 2 million" /><ref name="Mashable 2 million" /> |- |2020 |~1,800,000{{citation needed|date=October 2024}} | |- |2024 |1,961,596<ref name=":7" /> | |}

===Number of iPad applications=== The iPad was released in April 2010,<ref>{{cite web |first=Doug |last=Gross |title=Apple's iPad to be released April 3 |url=http://edition.cnn.com/2010/TECH/03/05/ipad.apple.release/ |website=CNN |date=March 5, 2010 |access-date=April 1, 2017 |archive-date=April 2, 2017 |archive-url=https://web.archive.org/web/20170402081600/http://edition.cnn.com/2010/TECH/03/05/ipad.apple.release/ |url-status=live }}</ref><ref>{{cite web |title=Apple iPad launch day |url=https://www.cnet.com/news/apple-ipad-launch-day/ |website=CNET |publisher=CBS Interactive |date=April 3, 2010 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401234446/https://www.cnet.com/news/apple-ipad-launch-day/ |url-status=live }}</ref> with approximately 3,000 apps available.<ref name="iPad 3,000"/> By July 2011, 16 months after the release, there were over 100,000 apps available designed specifically for the device.<ref name="Date and number overview"/>

{| class="wikitable" |- ! Date !! Number of native iPad apps |- | April 2010|| 3,000<ref name="iPad 3,000">{{cite web |first=Leena |last=Rao |title=The App Store Now Has Over 3,000 iPad Apps, Only 20 Percent Are Free |url=https://techcrunch.com/2010/04/04/the-ipad-app-store-now-has-over-3000-apps-only-20-percent-are-free/ |website=TechCrunch |publisher=AOL |date=April 4, 2010 |access-date=April 1, 2017 |archive-date=April 2, 2017 |archive-url=https://web.archive.org/web/20170402080944/https://techcrunch.com/2010/04/04/the-ipad-app-store-now-has-over-3000-apps-only-20-percent-are-free/ |url-status=live }}</ref> |- | January 2011 || 60,000<ref name="Date and number overview">{{cite web |first=Steve |last=Ranger |title=iOS versus Android. Apple App Store versus Google Play: Here comes the next battle in the app wars |url=https://www.zdnet.com/article/ios-versus-android-apple-app-store-versus-google-play-here-comes-the-next-battle-in-the-app-wars/ |website=ZDNet |publisher=CBS Interactive |date=January 16, 2015 |access-date=April 1, 2017 |archive-date=December 30, 2016 |archive-url=https://web.archive.org/web/20161230180245/http://www.zdnet.com/article/ios-versus-android-apple-app-store-versus-google-play-here-comes-the-next-battle-in-the-app-wars/ |url-status=live }}</ref> |- | July 2011 || 100,000<ref name="Date and number overview"/><ref>{{cite web |first=Stuart |last=Dredge |title=The top 50 iPad apps |url=https://www.theguardian.com/technology/2011/sep/25/50-best-ipad-apps-apple |website=The Guardian |date=September 25, 2011 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401233341/https://www.theguardian.com/technology/2011/sep/25/50-best-ipad-apps-apple |url-status=live }}</ref><ref>{{cite web |title=Apple's App Store Downloads Top 15 Billion |url=https://www.apple.com/pr/library/2011/07/07Apples-App-Store-Downloads-Top-15-Billion.html |website=Apple Press Info |publisher=Apple Inc. |date=July 7, 2011 |access-date=April 1, 2017 |archive-date=November 14, 2020 |archive-url=https://web.archive.org/web/20201114002810/http://www.apple.com/newsroom/ |url-status=live }}</ref> |- | November 2011 || 140,000<ref>{{cite web |first=Harry |last=McCracken |title=iOS vs. Android: Lots of stats, little clarity |url=https://www.cnet.com/news/ios-vs-android-lots-of-stats-little-clarity/ |website=CNET |publisher=CBS Interactive |date=November 14, 2011 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401232937/https://www.cnet.com/news/ios-vs-android-lots-of-stats-little-clarity/ |url-status=live }}</ref> |- | January 7, 2013 || 300,000+<ref name="40bill"/> |- | October 22, 2013 || 475,000<ref>{{cite web |first=Sarah |last=Perez |title=1 Million+ Apps Later, Apple Says Developers Have Made $13 Billion On Its Platform |url=https://techcrunch.com/2013/10/22/1-million-apps-later-apple-says-developers-have-made-13-billion-on-its-platform/ |website=TechCrunch |publisher=AOL |date=October 22, 2013 |access-date=April 1, 2017 |archive-date=April 2, 2017 |archive-url=https://web.archive.org/web/20170402080942/https://techcrunch.com/2013/10/22/1-million-apps-later-apple-says-developers-have-made-13-billion-on-its-platform/ |url-status=live }}</ref> |- | February 25, 2015 || 725,000+<ref name="1.4mil"/> |- | March 21, 2016 || 1 million<ref>{{cite web |first=Jacob |last=Kastrenakes |title=There are now 1 million iPad apps |url=https://www.theverge.com/2016/3/21/11277804/1-million-ipad-apps |website=The Verge |publisher=Vox Media |date=March 21, 2016 |access-date=April 1, 2017 |archive-date=March 30, 2017 |archive-url=https://web.archive.org/web/20170330011925/http://www.theverge.com/2016/3/21/11277804/1-million-ipad-apps |url-status=live }}</ref> |}

==Most downloaded apps==

=== Yearly === Apple publishes a list on a yearly basis, giving credit to the apps with the highest number of downloads in the past year. {| class="wikitable" |+Most popular iOS apps each year !Rank !2015<ref name=":4">{{Cite web|url=https://mashable.com/2015/12/09/apple-best-ios-apps-2015/|title=Apple names the best iOS apps of 2015|last=Warren|first=Christina|website=Mashable|date=December 9, 2015|access-date=2019-01-19|archive-date=December 3, 2018|archive-url=https://web.archive.org/web/20181203160711/https://mashable.com/2015/12/09/apple-best-ios-apps-2015/|url-status=live}}</ref> !2016<ref name=":1">{{Cite magazine|url=https://time.com/4592864/most-popular-iphone-apps-2016/|title=These Are the Most Popular iPhone Apps of 2016|magazine=Time|access-date=2018-08-22|archive-date=October 12, 2024|archive-url=https://web.archive.org/web/20241012064459/https://time.com/4592864/most-popular-iphone-apps-2016/|url-status=dead}}{{br}}{{cite web|url=http://mashable.com/2016/12/06/most-downloaded-apps-2016/|title=Apple just revealed the most-downloaded app of 2016|last=Bell|first=Karissa|date=December 7, 2016|website=Mashable|access-date=June 11, 2017|archive-date=June 10, 2017|archive-url=https://web.archive.org/web/20170610134847/http://mashable.com/2016/12/06/most-downloaded-apps-2016/|url-status=live}}</ref> !2017<ref name=":2">{{Cite news|url=https://mashable.com/2017/12/07/apple-most-popular-iphone-apps-2017/|title=Apple's most downloaded apps of 2017|last=Bell|first=Karissa|work=Mashable|access-date=2018-08-22|archive-date=August 22, 2018|archive-url=https://web.archive.org/web/20180822214240/https://mashable.com/2017/12/07/apple-most-popular-iphone-apps-2017/|url-status=live}}</ref> !2018<ref name=":3">{{Cite web|url=https://in.mashable.com/tech/1312/apple-reveals-the-most-popular-iphone-apps|title=Apple reveals the most popular iPhone apps of 2018|last=Bell|first=Karissa|date=2018-12-04|website=Mashable India|access-date=2019-01-19|archive-date=January 19, 2019|archive-url=https://web.archive.org/web/20190119174742/https://in.mashable.com/tech/1312/apple-reveals-the-most-popular-iphone-apps|url-status=live}}</ref> !2019<ref>{{cite web|url=https://mashable.com/article/apple-most-popular-iphone-apps-2019/|title=Apple unveils the most popular iPhone apps of 2019|first=Brenda|last=Stolyar|website=Mashable|date=3 December 2019|access-date=23 February 2020|archive-date=February 23, 2020|archive-url=https://web.archive.org/web/20200223150323/https://mashable.com/article/apple-most-popular-iphone-apps-2019/|url-status=live}}</ref> !2020<ref>{{Cite web |last=Kraus |first=Rachel |date=2020-12-02 |title=Of course this is the most downloaded iPhone app of 2020 |url=https://mashable.com/article/most-downloaded-ios-iphone-apps-2020 |access-date=2024-01-29 |website=Mashable }}</ref> !2021<ref>{{Cite web |last=Perry|first=Alex |date=2021-12-29 |title= Introducing the most downloaded apps of 2021|url= https://mashable.com/article/most-downloaded-apps-2021|access-date=2024-02-13|website=Mashable }}</ref> !2024<ref name=":9">{{Cite web |last=Charlton |first=Hartley |date=2024-12-16 |title=Apple Reveals Most Downloaded Apps and Games of 2024 |url=https://www.macrumors.com/2024/12/16/apple-reveals-most-downloaded-apps-2024/ |access-date=2025-10-10 |website=MacRumors }}</ref><ref name=":10">{{Cite web |title=Get the US's Top Apps of 2024 : App Store Story |url=https://apps.apple.com/us/story/id1778539371 |access-date=2025-10-10 |website=App Store }}</ref> |- |1 |''Trivia Crack'' |Snapchat |Bitmoji |YouTube |YouTube |ZOOM Cloud Meetings |TikTok |Temu |- |2 |Messenger |Messenger |Snapchat |Instagram |Instagram |TikTok |Instagram |Threads |- |3 |Dubsmash |''Pokémon Go'' |YouTube |Snapchat |Snapchat |Disney+ |Facebook |TikTok |- |4 |Instagram |Instagram |Messenger |Messenger |TikTok |YouTube |WhatsApp |ChatGPT |- |5 |Snapchat |Facebook |Instagram |Facebook |Messenger |Instagram |Telegram |Google |- |6 |YouTube |YouTube |Facebook |Bitmoji |Gmail |Facebook |Snapchat |Instagram |- |7 |Facebook |Google Maps |Google Maps |Netflix |Netflix |Snapchat |Zoom |WhatsApp |- |8 |Uber |Pandora Music |Netflix |Google Maps |Facebook |Messenger |Messenger |CapCut |- |9 |''Crossy Road'' |Netflix |Spotify |Gmail |Google Maps |Gmail |CapCut |YouTube |- |10 |Google Maps |Spotify |Uber |Spotify |Amazon |CashApp |Spotify |Gmail |} {| class="wikitable" |+Most popular iOS games each year<ref name=":4" /><ref name=":1" /><ref>{{Cite web|title=Top Games Charts : App Store Story|url=https://apps.apple.com/us/story/id1302444839|access-date=2020-08-21|website=App Store|archive-date=November 8, 2022|archive-url=https://web.archive.org/web/20221108195405/https://apps.apple.com/us/story/id1302444839|url-status=live}}</ref><ref name=":3" /><ref name=":9" /><ref name=":10" /> !Rank !2015 !2016 !2017 !2018 !2019 !2020 !2024 (Free games only) |- |1 |''Trivia Crack'' |''Pokémon Go'' |''Super Mario Run'' |''Fortnite'' |''Mario Kart Tour'' |''Genshin Impact'' |Block Blast |- |2 |''Crossy Road'' | rowspan="9" |''Not published'' |''8 Ball Pool'' |''Helix Jump'' |''Color Bump 3D'' | |MONOPOLY GO! |- |3 | rowspan="8" |''Not published'' |''Snake vs. Block'' |''Rise Up'' |''aquapark.io'' | |Roblox |- |4 |''Ballz'' |''PUBG Mobile'' |''Call of Duty: Mobile'' | |Call of Duty: Warzone |- |5 |''Word Cookies!'' |''Hole.io'' |''BitLife'' | |Township |- |6 |''Subway Surfers'' |''Love Balls'' |''Polysphere'' | |Last War: Survival |- |7 |''Episode'' |''Snake vs. Block'' |''Wordscapes'' | |Royal Match |- |8 |''Rolling Sky'' |''Rules of Survival'' |''Fortnite'' | |Brawl Stars |- |9 |''Block! Hexa Puzzle'' |''Roblox'' |''Roller Splat'' | |Subway Surfers |- |10 |''Paper.io'' |''Dune!'' |''AMAZE!!!'' | |My Perfect Hotel |}

=== Of all time === These are the most downloaded iOS applications and the highest revenue-generating iOS applications of all time.<ref name=":11">{{Cite web|url=https://9to5mac.com/2018/07/02/all-time-most-popular-ios-apps-games/|title=These are the all-time most popular iOS apps and games from 2010–2018|last=Potuck|first=Michael|date=2018-07-02|website=9to5Mac|access-date=2019-01-19|archive-date=January 23, 2019|archive-url=https://web.archive.org/web/20190123162946/https://9to5mac.com/2018/07/02/all-time-most-popular-ios-apps-games/|url-status=live}}</ref><ref name=":12">{{Cite web |date=2025-08-18 |title=The Most Downloaded Apps of All Time (Updated 2025) - GadgetMates |url=https://gadgetmates.com/most-downloaded-apps-of-all-time |access-date=2025-10-10 }}</ref> {| class="wikitable" |+Most installed iOS apps of all time (2010-2018)<ref name=":11" /> !Rank !Games |- |1 |''Candy Crush Saga'' |- |2 |''Subway Surfers'' |- |3 |''Fruit Ninja'' |- |4 |''Clash of Clans'' |- |5 |''Honor of Kings'' |- |6 |''Minion Rush'' |- |7 |''Angry Birds'' |- |8 |''Temple Run 2'' |- |9 |''Temple Run'' |- |10 |''Asphalt 8: Airborne'' |} {| class="wikitable" |+Most installed iOS apps of all time (until 2025)<ref name=":12" /> !Rank !App |- |1 |WhatsApp |- |2 |Facebook |- |3 |Instagram |- |4 |Messenger |- |5 |TikTok |- |6 |Snapchat |- |7 |YouTube |- |8 |Telegram |- |9 |Twitter (X) |- |10 |Netflix |} {| class="wikitable" |+Highest-grossing iOS apps and games of all time (2010-2018)<ref name=":11" /> !Rank !Apps !Games |- |1 |Netflix |''Clash of Clans'' |- |2 |Spotify |''Candy Crush Saga'' |- |3 |Pandora |''Monster Strike'' |- |4 |Tencent Video |''Puzzle & Dragons'' |- |5 |Tinder |''Honor of Kings'' |- |6 |Line |''Fantasy Westward Journey'' |- |7 |iQIYI |''Game of War: Fire Age'' |- |8 |HBO Now |''Fate/Grand Order'' |- |9 |Kwai |''Clash Royale'' |- |10 |QQ |''Pokémon Go'' |}

==Application ratings== <!-- @@@@@****************************************************************@@@@@ | IMPORTANT NOTE: Please DO NOT add any comparisons to other countries' | | ratings systems (i.e., adding, "this rating is similar to X-country's | | rating", etc.), or examples of video games. We do not need any | | comprehensive or all-inclusive lists of other ratings systems from | | other countries, or of every single video game. This is NOT a place to | | promote your country's system, or your favorite video games. Any edits | | doing so – regardless of having a source or not – are a violation of | | WP:TRIVIA and will be reverted. Repeat violators will be blocked. Thank| | you for your cooperation. | @@@@@****************************************************************@@@@@ --> Apple rates applications worldwide based on their content, and determines the age group for which each is appropriate. According to the iPhone OS 3.0 launch event, the iPhone allows blocking of objectionable apps in the iPhone's settings. The rating system received an overhaul for iOS 26 in 2025.<ref>{{cite web |title=Updated age ratings in App Store Connect |url=https://developer.apple.com/news/?id=ks775ehf |website=Apple Developer |access-date=17 October 2025 |date=24 July 2025}}</ref><ref>{{cite web |last1=Muhammad |first1=Isa |title=Apple overhauls App Store age ratings with new categories |url=https://www.pocketgamer.biz/apple-overhauls-app-store-age-ratings-with-new-categories/ |website=PocketGamer.Biz |access-date=17 October 2025 |date=28 July 2025}}</ref> The following are the ratings that Apple has detailed:

===Current=== {| class="wikitable" |- ! Symbol ! Rating ! Description |- |50px | style="background:lime; color:black;" |'''4+''' | Contains no objectionable material.<ref name="age-ratings-story">{{cite web |title=Age Ratings : App Store Story |url=https://apps.apple.com/sa/story/id1440847896?l=en |website=App Store |publisher=Apple Inc. |access-date=29 May 2020 |archive-date=July 26, 2020 |archive-url=https://web.archive.org/web/20200726073652/https://apps.apple.com/sa/story/id1440847896?l=en |url-status=live }}</ref> This rating has three sub-classifications for children's apps: * Made for Ages 5 and Under – Intended for children aged 5 and under, but people aged 6 and over can also use this app. * Made for Ages 6 to 8 – Intended for children aged 6 to 8, but people aged 9 and over and 5 and under can also use this app. * Made for Ages 9 to 11 – Intended for children aged 9 to 11, but people aged 12 and over and 8 and under can also use this app. |- |50px | style="background:yellow;" |'''9+''' | May contain mild or infrequent occurrences of cartoon, fantasy or realistic violence, and mild or infrequent mature, suggestive, or horror-themed content which may not be suitable for children under the age of 9.<ref name="age-ratings-story"/> |- |50px | style="background:orange;" |'''13+''' | May contain frequent or intense cartoon or fantasy violence, infrequent realistic violence, mild or infrequent sexual content, mild or infrequent drug use or references, frequent profanity, and simulated gambling which may not be suitable for children under the age of 13.<ref name="AgeRatings">{{cite web |title=Age ratings values and definitions |url=https://developer.apple.com/help/app-store-connect/reference/age-ratings-values-and-definitions |website=Apple Developer |access-date=17 October 2025}}</ref> |- |50px | style="background:red; color:white;" |'''16+''' | May contain unrestricted web access, frequent medical information, and frequent mature or suggestive themes which may not be suitable for children under the age of 16.<ref name="AgeRatings" /> |- |50px | style="background:black; color:white;" |'''18+''' | May contain frequent drug use, frequent sexual content or nudity, frequent or intense realistic violence, and frequent simulated gambling which may not be suitable for children under the age of 18.<ref name="AgeRatings" /> |- | | style="background:blue; color:white;" |'''No Rating''' | These apps cannot be downloaded/purchased on the App Store, as apps on the App Store need to have a rating for children's safety. |}

===Former=== {| class="wikitable" |- ! Symbol ! Rating ! Description |- |50px | style="background:orange;" | '''12+''' | May contain frequent or intense cartoon, fantasy or realistic violence, mild or infrequent mature or suggestive themes, mild or infrequent profanity, and simulated gambling which may not be suitable for children under the age of 12.<ref name="age-ratings-story"/> Infrequent or mild sexual content is sometimes listed, which is since regarded as a danger to non-pubescent aged children.<ref name="age-ratings-story"/> Replaced with 13+ starting with iOS 26. |- |50px | style="background:red; color:white;" |'''17+''' | May contain frequent and intense profanity, excessive cartoon, fantasy, or realistic violence, frequent and intense mature, horror, suggestive themes, sexual content, nudity, alcohol, and drugs, or a combination of any of these factors which are unsuitable for persons under 17 years of age. This includes apps with unrestricted web access. No Apple ID owned by anyone aged 16 and under could purchase an app rated 17+.<ref name="age-ratings-story"/><ref>{{cite web |title=Age ratings – Reference – App Store Connect – Help – Apple Developer |url=https://developer.apple.com/help/app-store-connect/reference/age-ratings/ |website=developer.apple.com |publisher=Apple |access-date=7 May 2023 |archive-url=https://web.archive.org/web/20230507073958/https://developer.apple.com/help/app-store-connect/reference/age-ratings/ |archive-date=2023-05-07 |url-status=live}}</ref> Replaced with 16+ and 18+ starting with iOS 26. |}

==App approval process== {{Main|iOS app approvals}}

Applications are subject to approval by Apple, as outlined in the SDK agreement, for basic reliability testing and other analysis. Applications may still be distributed "ad hoc" if they are rejected, by the author manually submitting a request to Apple to license the application to individual iPhones, although Apple may withdraw the ability for authors to do this at a later date.

{{As of|2013}}, Apple employed mostly static analysis for their app review process, which means that dynamic code reassembly techniques could defeat the review process.<ref>{{cite web |last=Cox |first=John |url=https://www.infoworld.com/article/2195259/jekyll-test-attack-sneaks-through-apple-app-store-wreaks-havoc-on-ios.html |title={{-'}}Jekyll' test attack sneaks through Apple App Store, wreaks havoc on iOS |publisher=InfoWorld |date=August 18, 2013 |access-date=June 20, 2014}}</ref><ref>{{cite web |last=Talbot |first=David |url=http://www.technologyreview.com/news/518096/remotely-assembled-malware-blows-past-apples-screening-process/ |title=Remotely Assembled Malware Blows Past Apple's Screening Process &#124; MIT Technology Review |publisher=Technologyreview.com |date=August 15, 2013 |access-date=June 20, 2014 |archive-date=January 2, 2014 |archive-url=https://web.archive.org/web/20140102195834/http://www.technologyreview.com/news/518096/remotely-assembled-malware-blows-past-apples-screening-process/ |url-status=live }}</ref>

In June 2017, Apple updated its App Store review guidelines to specify that app developers will no longer have the ability to use custom prompts for encouraging users to leave reviews for their apps.<ref>{{cite web |first=Benjamin |last=Mayo |title=App Store now requires developers to use official API to request app ratings, disallows custom prompts |url=https://9to5mac.com/2017/06/09/app-rating-custom-prompts-app-store-banned/ |website=9to5Mac |date=June 9, 2017 |access-date=June 14, 2017 |archive-date=June 12, 2017 |archive-url=https://web.archive.org/web/20170612140318/https://9to5mac.com/2017/06/09/app-rating-custom-prompts-app-store-banned/ |url-status=live }}</ref><ref>{{cite web |first=Jacob |last=Kastrenakes |title=Apple won't let apps annoy you with their own review prompts anymore |url=https://www.theverge.com/2017/6/9/15768196/apple-ending-annoying-app-store-review-prompts |website=The Verge |publisher=Vox Media |date=June 9, 2017 |access-date=June 14, 2017 |archive-date=June 9, 2017 |archive-url=https://web.archive.org/web/20170609200122/https://www.theverge.com/2017/6/9/15768196/apple-ending-annoying-app-store-review-prompts |url-status=live }}</ref> With the release of iOS 11 in late 2017, Apple also let developers choose whether to keep current app reviews when updating their apps or to reset.<ref>{{cite web |first=Romain |last=Dillet |title=The new iOS App Store lets devs choose whether or not to reset ratings when updating |url=https://techcrunch.com/2017/06/07/ios-app-developers-will-be-able-to-keep-app-store-ratings-when-releasing-an-update/ |website=TechCrunch |publisher=AOL |date=June 7, 2017 |access-date=June 14, 2017 |archive-date=June 13, 2017 |archive-url=https://web.archive.org/web/20170613105642/https://techcrunch.com/2017/06/07/ios-app-developers-will-be-able-to-keep-app-store-ratings-when-releasing-an-update/ |url-status=live }}</ref> Additionally, another update to App Store policies allows users to optionally "tip" content creators, by voluntarily sending them money.<ref>{{cite web |first=Josh |last=Constine |title=Apple legalizes and taxes in-app tipping for content creators |url=https://techcrunch.com/2017/06/09/in-app-tips/ |website=TechCrunch |publisher=AOL |date=June 9, 2017 |access-date=June 14, 2017 |archive-date=June 14, 2017 |archive-url=https://web.archive.org/web/20170614132022/https://techcrunch.com/2017/06/09/in-app-tips/ |url-status=live }}</ref><ref>{{cite web |first=Joe |last=Rossignol |title=Apple Officially Allows Users to Tip Content Creators With In-App Purchases |url=https://www.macrumors.com/2017/06/09/apple-officially-allows-in-app-tipping/ |website=MacRumors |date=June 9, 2017 |access-date=June 14, 2017 |archive-date=June 10, 2017 |archive-url=https://web.archive.org/web/20170610115426/https://www.macrumors.com/2017/06/09/apple-officially-allows-in-app-tipping/ |url-status=live }}</ref>

== Privacy == {{Expand section|<small>Apple's been both praised for iPhone third-party apps tracking less data than Android on average, as well as criticized for not being tougher on privacy violations or not giving the user enough control; and they've addressed this over several updates, and those attempts to address the issue have been both praised and criticized. Should be expanded, especially with the widely-debated recent App Tracking Transparency</small>|date=October 2022|small=no}} A privacy experiment conducted in 2019 by the Washington Post determined that third-party apps transmitted a host of personal data without the user's knowledge or consent, including phone number, email, exact location, device model and IP address, to "a dozen marketing companies, research firms and other personal data guzzlers" via 5,400 hidden app trackers.<ref>{{Cite news |last=Fowler |first=Geoffrey A. |date=May 28, 2019 |title=Perspective {{!}} It's the middle of the night. Do you know who your iPhone is talking to? |newspaper=The Washington Post |url=https://www.washingtonpost.com/technology/2019/05/28/its-middle-night-do-you-know-who-your-iphone-is-talking/ |url-status=live |access-date=September 16, 2020 |archive-url=https://web.archive.org/web/20220826174133/https://www.washingtonpost.com/technology/2019/05/28/its-middle-night-do-you-know-who-your-iphone-is-talking/ |archive-date=August 26, 2022 |issn=0190-8286}}</ref> Some of the information shared with third parties was found to be in violation of the apps' own privacy regulations.<ref>{{Cite web |last=Lakshmanan |first=Ravie |date=May 29, 2019 |title=Your iPhone is leaking personal info to tracking companies |url=https://thenextweb.com/apps/2019/05/29/your-iphone-is-leaking-personal-info-to-tracking-companies/ |url-status=live |archive-url=https://web.archive.org/web/20220601032206/https://thenextweb.com/news/your-iphone-is-leaking-personal-info-to-tracking-companies |archive-date=June 1, 2022 |access-date=September 16, 2020 |website=The Next Web }}</ref> Apple responded to the controversy by introducing "privacy nutrition labels" on the App Store, forcing all apps to disclose their data use.<ref>{{Cite web |last=Weir |first=Melanie |title=What are Apple's Privacy Nutrition Labels? Here's what you need to know about the new App Store feature that prioritizes user privacy |url=https://www.businessinsider.com/guides/tech/what-are-apple-privacy-nutrition-labels |access-date=2022-10-11 |website=Business Insider |archive-date=October 11, 2022 |archive-url=https://web.archive.org/web/20221011170918/https://www.businessinsider.com/guides/tech/what-are-apple-privacy-nutrition-labels |url-status=live }}</ref>

==Controversial apps and removals== {{Main|iOS app approvals|Censorship by Apple}}

In November 2012, Boyfriend Maker, which is a dating sim game, was removed due to "reports of references to violent sexual acts and paedophilia" deemed inappropriate to Boyfriend Maker's age rating of 4+.<ref>{{cite web |first=Emily |last=Gera |title=Boyfriend Maker gets pulled from App Store for references to paedophilia |url=https://www.polygon.com/2012/11/26/3692230/boyfriend-maker-gets-pulled-from-app-store-for-references-to |website=Polygon |publisher=Vox Media |date=November 26, 2012 |access-date=June 11, 2017 |archive-date=February 2, 2017 |archive-url=https://web.archive.org/web/20170202033143/http://www.polygon.com/2012/11/26/3692230/boyfriend-maker-gets-pulled-from-app-store-for-references-to |url-status=live }}</ref> A revised version called Boyfriend Plus was approved by Apple in April 2013.<ref>{{cite web |first=Kirk |last=Hamilton |title=Bizarre Boyfriend Maker Is Back On The App Store, Slightly Declawed |url=https://www.kotaku.com.au/2013/04/bizarre-boyfriend-maker-is-back-on-the-app-store-slightly-declawed/ |website=Kotaku |publisher=Univision Communications |date=April 24, 2013 |access-date=June 11, 2017 |archive-date=July 26, 2020 |archive-url=https://web.archive.org/web/20200726073408/https://www.kotaku.com.au/2013/04/bizarre-boyfriend-maker-is-back-on-the-app-store-slightly-declawed/ |url-status=dead }}</ref>

In March 2013, HiddenApps was approved and appeared in App Store. The app provided access to developer diagnostic menus, allowed for stock apps to be hidden, and enabled an opt-out feature for iAds, Apple's developer-driven advertisement system. The app was removed shortly afterwards for violating guidelines.<ref>{{cite web |first=Jordan |last=Golson |title='HiddenApps' Hides Stock Apps, iAds and More on Non-Jailbroken iOS Devices [Update: Removed] |url=https://www.macrumors.com/2013/03/11/hiddenapps-hides-stock-apps-iads-and-more-on-non-jailbroken-ios-devices/ |website=MacRumors |date=March 11, 2013 |access-date=June 11, 2017 |archive-date=December 31, 2014 |archive-url=https://web.archive.org/web/20141231044500/http://www.macrumors.com/2013/03/11/hiddenapps-hides-stock-apps-iads-and-more-on-non-jailbroken-ios-devices/ |url-status=live }}</ref><ref>{{cite web |first=Jason |last=Cipriani |title=HiddenApps hides stock Apple apps on your iOS device |url=https://www.cnet.com/how-to/hiddenapps-hides-stock-apple-apps-on-your-ios-device/ |website=CNET |publisher=CBS Interactive |date=March 11, 2013 |access-date=June 11, 2017 |archive-date=November 8, 2015 |archive-url=https://web.archive.org/web/20151108160636/http://www.cnet.com/how-to/hiddenapps-hides-stock-apple-apps-on-your-ios-device/ |url-status=live }}</ref>

In April 2013, Apple removed AppGratis, a then-successful app store market that promoted paid apps by offering one for free each day.<ref>{{cite web |first=John |last=Koetsier |title=Apple pulls AppGratis from app store 2 months after it raised $13.5M in funding |url=https://venturebeat.com/2013/04/08/apple-pulls-appgratis-from-app-store-2-months-after-it-raised-13-5m-in-funding/ |website=VentureBeat |date=April 8, 2013 |access-date=June 11, 2017 |archive-date=November 9, 2016 |archive-url=https://web.archive.org/web/20161109031439/http://venturebeat.com/2013/04/08/apple-pulls-appgratis-from-app-store-2-months-after-it-raised-13-5m-in-funding/ |url-status=live }}</ref> Apple told ''All Things Digital'' that the app violated two of its developer agreement clauses, including "Apps that display Apps other than your own for purchase or promotion in a manner similar to or confusing with the App Store will be rejected" and "Apps cannot use Push Notifications to send advertising, promotions, or direct marketing of any kind".<ref>{{cite web |first=John |last=Paczkowski |title=Confirmed: Apple Kicks AppGratis Out of the Store for Being Too Pushy |url=http://allthingsd.com/20130408/confirmed-apple-kicks-appgratis-out-of-the-store-for-being-too-pushy/ |website=All Things Digital |publisher=Dow Jones & Company |date=April 8, 2013 |access-date=June 11, 2017 |archive-date=June 13, 2017 |archive-url=https://web.archive.org/web/20170613223205/http://allthingsd.com/20130408/confirmed-apple-kicks-appgratis-out-of-the-store-for-being-too-pushy/ |url-status=live }}</ref> Apple did, however, tell the developers they were "welcome to resubmit" after changing the app, though there was "not much hope that it could survive in anything like its current incarnation".<ref>{{cite web |first=John |last=Koetsier |title=Pulled iOS app AppGratis is 'welcome to resubmit' |url=https://venturebeat.com/2013/04/08/pulled-ios-app-appgratis-is-welcome-to-resubmit/ |website=VentureBeat |date=April 8, 2013 |access-date=June 11, 2017 |archive-date=June 25, 2017 |archive-url=https://web.archive.org/web/20170625164142/https://venturebeat.com/2013/04/08/pulled-ios-app-appgratis-is-welcome-to-resubmit/ |url-status=live }}</ref>

In November 2014, Apple removed the marijuana social networking app MassRoots, with the reason given that it "encourage[d] excessive consumption of alcohol or illegal substances."<ref>{{cite web |first=Tom Jr. |last=Huddleston |title=Apple's ban on marijuana social networking app goes up in smoke |url=http://fortune.com/2015/02/13/apple-marijuana-social-network/ |website=Fortune |date=February 13, 2015 |access-date=June 11, 2017 |archive-date=February 19, 2017 |archive-url=https://web.archive.org/web/20170219181126/http://fortune.com/2015/02/13/apple-marijuana-social-network/ |url-status=live }}</ref> In February 2015, MassRoots was reintroduced into the store after Apple changed its enforcement guidelines to allow cannabis social apps in the 23 states where it is legal.<ref>{{cite web |first=James |last=Vincent |title=Banned weed app returns to the Apple store with new location restrictions |url=https://www.theverge.com/2015/2/13/8032867/massroots-back-in-app-store |website=The Verge |publisher=Vox Media |date=February 13, 2015 |access-date=June 11, 2017 |archive-date=February 27, 2017 |archive-url=https://web.archive.org/web/20170227190638/http://www.theverge.com/2015/2/13/8032867/massroots-back-in-app-store |url-status=live }}</ref>

In September 2015, it was discovered that "hundreds" of apps submitted and approved on App Store were using XcodeGhost, a malicious version of the Xcode development software. The issues prompted Apple to remove infected apps from the store and issue a statement that it was "working with the developers to make sure they're using the proper version of Xcode".<ref>{{cite web |first=Benjamin |last=Mayo |title=Hundreds of apps infected by fake Xcode tools, Apple removing known malicious software from App Store |url=https://9to5mac.com/2015/09/20/xcode-ghost-app-store-malware-malicious-apps/ |website=9to5Mac |date=September 20, 2015 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401233110/https://9to5mac.com/2015/09/20/xcode-ghost-app-store-malware-malicious-apps/ |url-status=live }}</ref><ref>{{cite web |first=Jim |last=Finkle |title=Apple's iOS App Store suffers first major attack |url=https://www.reuters.com/article/us-apple-china-malware-idUSKCN0RK0ZB20150920 |website=Reuters |publisher=Thomson Reuters |date=September 20, 2015 |access-date=April 1, 2017 |archive-date=April 14, 2017 |archive-url=https://web.archive.org/web/20170414084405/http://www.reuters.com/article/us-apple-china-malware-idUSKCN0RK0ZB20150920 |url-status=live }}</ref><ref>{{cite web |first=Daniel |last=Van Boom |title=Apple cleanses App Store of tainted iPhone, iPad software |url=https://www.cnet.com/news/apple-struck-by-its-first-major-cyber-attack/ |website=CNET |publisher=CBS Interactive |date=September 21, 2015 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401232934/https://www.cnet.com/news/apple-struck-by-its-first-major-cyber-attack/ |url-status=live }}</ref> A security firm later published lists of infected apps, including a China-only version of ''Angry Birds 2'', CamCard, Lifesmart, TinyDeal.com, and WeChat.<ref>{{cite web |first=Ben |last=Lovejoy |title=Security firm publishes list of some of the iOS apps infected by XcodeGhost – including Angry Birds 2 [Update: more apps] |url=https://9to5mac.com/2015/09/21/xcodeghost-infected-apps/ |website=9to5Mac |date=September 21, 2015 |access-date=April 1, 2017 |archive-date=December 20, 2016 |archive-url=https://web.archive.org/web/20161220122543/https://9to5mac.com/2015/09/21/xcodeghost-infected-apps/ |url-status=live }}</ref><ref>{{cite web |first=Zach |last=Epstein |title=85 legitimate iPhone apps that were infected with malware in the big App Store hackImage |url=http://bgr.com/2015/09/21/app-store-hack-iphone-malware-apps-list/ |website=BGR |publisher=Penske Media Corporation |date=September 21, 2015 |access-date=April 1, 2017 |archive-date=May 4, 2017 |archive-url=https://web.archive.org/web/20170504031310/http://bgr.com/2015/09/21/app-store-hack-iphone-malware-apps-list/ |url-status=live }}</ref> In the aftermath, Apple stated that it would make Xcode faster to download in certain regions outside the United States,<ref>{{cite web |first=Daniel |last=Van Boom |title=Apple taking steps to prevent another large-scale App Store breach |url=https://www.cnet.com/news/apple-taking-steps-to-prevent-another-large-scale-app-store-breach/ |website=CNET |publisher=CBS Interactive |date=September 22, 2015 |access-date=April 1, 2017 |archive-date=April 2, 2017 |archive-url=https://web.archive.org/web/20170402080950/https://www.cnet.com/news/apple-taking-steps-to-prevent-another-large-scale-app-store-breach/ |url-status=live }}</ref> and contacted all developers to ensure they only download the code from the Mac App Store or Apple's website, and provided a code signature for developers to test if they are running a tampered version of Xcode.<ref>{{cite web |first=Owen |last=Williams |title=Apple asks developers to ensure their Xcode install isn't infected |url=https://thenextweb.com/apple/2015/09/22/apple-asks-developers-to-ensure-their-xcode-install-isnt-infected/ |website=The Next Web |date=September 22, 2015 |access-date=April 1, 2017 |archive-date=April 1, 2017 |archive-url=https://web.archive.org/web/20170401232452/https://thenextweb.com/apple/2015/09/22/apple-asks-developers-to-ensure-their-xcode-install-isnt-infected/ |url-status=live }}</ref>

In June 2017, a scamming trend was discovered on the store, in which developers make apps built on non-existent services, attach in-app purchase subscriptions to the opening dialogue, then buy App Store search advertising space to get the app into the higher rankings. In one instance, an app by the name of "Mobile protection :Clean & Security VPN" {{sic}} would require payments of $99.99 for a seven-day subscription after a short trial. Apple has not yet responded to the issues.<ref>{{cite web |first=Tim |last=Hardwick |title=Report Reveals In-App Purchase Scams in the App Store |url=https://www.macrumors.com/2017/06/12/in-app-purchase-scams-app-store-ios/ |website=MacRumors |date=June 12, 2017 |access-date=June 27, 2017 |archive-date=June 12, 2017 |archive-url=https://web.archive.org/web/20170612115344/https://www.macrumors.com/2017/06/12/in-app-purchase-scams-app-store-ios/ |url-status=live }}</ref><ref>{{cite web |first=Chance |last=Miller |title=Report details how scammers are abusing App Store & Search Ads |url=https://9to5mac.com/2017/06/10/report-details-how-scammers-are-abusing-app-store-search-ads/ |website=9to5Mac |date=June 10, 2017 |access-date=June 27, 2017 |archive-date=June 24, 2017 |archive-url=https://web.archive.org/web/20170624233842/https://9to5mac.com/2017/06/10/report-details-how-scammers-are-abusing-app-store-search-ads/ |url-status=live }}</ref>

In addition, Apple has removed software licensed under the GNU General Public License (GPL) from App Store, due to text in Apple's Terms of Service agreement imposing digital rights management and proprietary legal terms incompatible with the terms of the GPL.<ref>{{cite web |url=https://www.fsf.org/blogs/licensing/more-about-the-app-store-gpl-enforcement |title=More about the App Store GPL Enforcement |first=Brett |last=Smith |website=Free Software Foundation |date=May 26, 2010 |access-date=May 1, 2017 |archive-date=May 5, 2017 |archive-url=https://web.archive.org/web/20170505130008/http://www.fsf.org/blogs/licensing/more-about-the-app-store-gpl-enforcement |url-status=live }}</ref><ref>{{cite web |first=David |last=Murphy |title=Apple Pulls VLC Player from App Store Due to GPL |url=https://www.pcmag.com/article2/0,2817,2375476,00.asp |website=PC Magazine |publisher=Ziff Davis |date=January 8, 2011 |access-date=July 8, 2017 |archive-date=January 11, 2011 |archive-url=https://web.archive.org/web/20110111002309/http://www.pcmag.com/article2/0%2C2817%2C2375476%2C00.asp |url-status=live }}</ref>

As of December 2025, the App Store hosts Absher (application), a stalkerware app by the Saudi government.<ref>{{cite web |title=Absher {{!}} أبشر App |url=https://apps.apple.com/us/app/absher-%D8%A3%D8%A8%D8%B4%D8%B1/id1004966456 |website=apps.apple.com |date=February 18, 2019 }}</ref><ref>{{cite news |last1=Lutz |first1=Eric |title=Tim Cook's Apple Gets a Saudi Scandal of Its Own |url=https://www.vanityfair.com/news/2019/02/tim-cook-apple-gets-saudi-arabia-scandal-of-its-own |work=Vanity Fair |date=13 February 2019 |archive-url=https://archive.today/20191015205000/https://via.hypothes.is/https://www.vanityfair.com/news/2019/02/tim-cook-apple-gets-saudi-arabia-scandal-of-its-own |archive-date=15 October 2019}}</ref>

===Large-scale app removals=== On September 1, 2016, Apple announced that starting September 7, it would be removing old apps that do not function as intended or that do not follow current review guidelines. Developers will be warned and given 30 days to update their apps, but apps that crash on startup will be removed immediately. Additionally, the app names registered by developers cannot exceed 50 characters, in an attempt to stop developers from inserting long descriptions or irrelevant terms in app names to improve the app's ranking in App Store search results.<ref>{{cite web |last=Clover |first=Juli |title=Apple to Clean Up App Store, Eliminate Outdated and Non-Functional Apps |url=http://www.macrumors.com/2016/09/01/apple-cleaning-up-app-store/ |website=MacRumors |date=September 1, 2016 |access-date=January 5, 2017 |archive-date=December 23, 2016 |archive-url=https://web.archive.org/web/20161223093334/http://www.macrumors.com/2016/09/01/apple-cleaning-up-app-store/ |url-status=live }}</ref><ref>{{cite web |last=Welch |first=Chris|title=Apple will start removing abandoned apps from the App Store this month |url=https://www.theverge.com/2016/9/1/12755260/apple-removing-abandoned-iphone-apps |website=The Verge |publisher=Vox Media |date=September 1, 2016 |access-date=January 5, 2017 |archive-date=December 27, 2016 |archive-url=https://web.archive.org/web/20161227223158/http://www.theverge.com/2016/9/1/12755260/apple-removing-abandoned-iphone-apps |url-status=live }}</ref> App intelligence firm Sensor Tower revealed in November 2016 that Apple, as promised from its September announcement of removing old apps, had removed 47,300 apps from App Store in October 2016, a 238 percent increase of its prior number of average monthly app removals.<ref>{{cite web |first=Sarah |last=Perez |title=Apple's big App Store purge is now underway |url=https://techcrunch.com/2016/11/15/apples-big-app-store-purge-is-now-underway/ |website=TechCrunch |publisher=AOL |date=November 15, 2016 |access-date=November 27, 2016 |archive-date=November 27, 2016 |archive-url=https://web.archive.org/web/20161127215251/https://techcrunch.com/2016/11/15/apples-big-app-store-purge-is-now-underway/ |url-status=live }}</ref><ref>{{cite web |first=Juli |last=Clover |title=Apple Removed 47,300 Outdated iOS Apps From App Store in October of 2016 |url=http://www.macrumors.com/2016/11/15/apple-app-store-purge-october-2016/ |website=MacRumors |date=November 15, 2016 |access-date=November 27, 2016 |archive-date=November 27, 2016 |archive-url=https://web.archive.org/web/20161127153109/http://www.macrumors.com/2016/11/15/apple-app-store-purge-october-2016/ |url-status=live }}</ref>

In June 2017, ''TechCrunch'' reported that Apple had turned its app removal focus on apps copying functionality from other, popular apps. An example cited included "if a popular game like ''Flappy Bird'' or ''Red Ball'' hits the charts, there will be hundreds or thousands of clones within weeks that attempt to capitalize on the initial wave of popularity". The report also noted removals of music apps serving pirated tracks. The publication wrote that, since the initial September app removals began, Apple had removed "multiple hundreds of thousands" of apps.<ref>{{cite web |first=Matthew |last=Panzarino |title=Apple goes after clones and spam on the App Store |url=https://techcrunch.com/2017/06/21/apple-goes-after-clones-and-spam-on-the-app-store/ |website=TechCrunch |publisher=AOL |date=June 21, 2017 |access-date=June 27, 2017 |archive-date=June 27, 2017 |archive-url=https://web.archive.org/web/20170627185519/https://techcrunch.com/2017/06/21/apple-goes-after-clones-and-spam-on-the-app-store/ |url-status=live }}</ref><ref>{{cite web |first=Chance |last=Miller |title=Apple ramping up App Store cleaning efforts, has already removed 'hundreds of thousands' of apps |url=https://9to5mac.com/2017/06/21/apple-ramping-up-app-store-cleaning-efforts-has-already-removed-hundreds-of-thousands-of-apps/ |website=9to5Mac |date=June 21, 2017 |access-date=June 27, 2017 |archive-date=June 22, 2017 |archive-url=https://web.archive.org/web/20170622021743/https://9to5mac.com/2017/06/21/apple-ramping-up-app-store-cleaning-efforts-has-already-removed-hundreds-of-thousands-of-apps/ |url-status=live }}</ref>

In December 2017, a new report from ''TechCrunch'' stated that Apple had begun enforcing new restrictions on the use of "commercialized template or app generation services". Originally introduced as part of Apple's 2017 developer conference, new App Store guidelines allow the company to ban apps making use of templates or commercial app services. This affected many small businesses, with ''TechCrunch''{{'}}s report citing that "local retailers, restaurants, small fitness studios, nonprofits, churches and other organizations" benefit from using templates or app services due to minimal costs. Developers had received notice from Apple with a January 1, 2018 deadline to change their respective apps. The news caught the attention of Congress, with Congressman Ted Lieu writing a letter to Apple at the beginning of December, asking it to reconsider, writing that "It is my understanding that many small businesses, research organizations, and religious institutions rely on template apps when they do not possess the resources to develop apps in-house", and that the new rules cast "too wide a net", specifically "invalidating apps from longstanding and legitimate developers who pose no threat to the App Store's integrity". Additionally, the news of stricter enforcement caused significant criticism from app development firms; one company told ''TechCrunch'' that it chose to close down its business following the news, saying that "The 4.2.6 [rule enforcement] was just a final drop that made us move on a bit faster with that decision [to close]", and another company told the publication that "There was no way in June [when the guidelines changed] that we would have said, 'that's going to target our apps' ... Apple had told us you aren't being targeted by this from a quality standpoint. So being hit now under the umbrella of spam is shocking to every quality developer out there and all the good actors". Furthermore, the latter company stated that "there's only so much you can do with apps that perform the same utility – ordering food". A third company said that "Rule 4.2.6 is a concrete illustration of the danger of Apple's dominant position", and a fourth said that "They've wiped out pretty much an entire industry. Not just DIY tools like {{interlanguage link|AppMakr|es}}, but also development suites like Titanium".<ref>{{cite web |first=Sarah |last=Perez |title=Apple's widened ban on templated apps is wiping small businesses from the App Store |url=https://techcrunch.com/2017/12/08/apples-widened-ban-on-templated-apps-is-wiping-small-businesses-from-the-app-store/ |website=TechCrunch |publisher=Oath Inc. |date=December 8, 2017 |access-date=December 12, 2017 |archive-date=December 12, 2017 |archive-url=https://web.archive.org/web/20171212033333/https://techcrunch.com/2017/12/08/apples-widened-ban-on-templated-apps-is-wiping-small-businesses-from-the-app-store/ |url-status=live }}</ref><ref>{{cite web |first=Chance |last=Miller |title=Report: Apple cracking down on template applications, giving developers January 1 deadline |url=https://9to5mac.com/2017/12/08/app-store-template-applications/ |website=9to5Mac |date=December 8, 2017 |access-date=December 12, 2017 |archive-date=December 12, 2017 |archive-url=https://web.archive.org/web/20171212193101/https://9to5mac.com/2017/12/08/app-store-template-applications/ |url-status=live }}</ref> Towards the end of the year, Apple updated the guideline to clarify that companies and organizations are allowed to use template apps, but only as long as they directly publish their app on their own; it remained a violation of the rule for commercial app services to publish apps for the respective clients.<ref name="tc-templates">{{cite web |first=Sarah |last=Perez |title=Apple revises its controversial guidelines on template-based apps |url=https://techcrunch.com/2017/12/20/apple-revises-its-controversial-guidelines-on-template-based-apps/ |website=TechCrunch |publisher=Oath Inc. |date=December 20, 2017 |access-date=December 21, 2017 |archive-date=December 21, 2017 |archive-url=https://web.archive.org/web/20171221023126/https://techcrunch.com/2017/12/20/apple-revises-its-controversial-guidelines-on-template-based-apps/ |url-status=live }}</ref><ref>{{cite web |first=Juli |last=Clover |title=Apple Updates App Store Guidelines to Relax Restrictive Rules on Template Apps |url=https://www.macrumors.com/2017/12/20/app-store-guidelines-updated-template-apps/ |website=MacRumors |date=December 20, 2017 |access-date=December 21, 2017 |archive-date=December 21, 2017 |archive-url=https://web.archive.org/web/20171221234609/https://www.macrumors.com/2017/12/20/app-store-guidelines-updated-template-apps/ |url-status=live }}</ref>

Apple prevented over $2.2 billion in potentially fraudulent transactions on its App Store in 2025 and rejected over 2 million app submissions for violating App Store review guidelines.<ref>{{cite web |title=The App Store stopped over $2.2 billion in potentially fraudulent transactions in 2025 |url=https://www.apple.com/in/newsroom/2026/05/the-app-store-stopped-over-2-point-2-billion-usd-in-fraudulent-transactions-in-2025/ |website=Apple Newsroom |publisher=Apple Inc. |access-date=22 May 2026 |date=20 May 2026}}</ref>

=== Censorship by governments ===

==== China ==== {{Further|Internet censorship in China|Chinese censorship abroad}} In January 2017, Apple complied with a request from the Chinese government to remove the Chinese version of ''The New York Times''{{'}} app. This followed the government's efforts in 2012 to block the ''Times''{{'}} website after stories of hidden wealth among family members of then-leader of China, Wen Jiabao, were published.<ref>{{cite web |first=James |last=Vincent |title=Apple removes New York Times app from China's app store at government's request |url=https://www.theverge.com/2017/1/5/14175556/new-york-times-china-app-removed-apple |website=The Verge |publisher=Vox Media |date=January 5, 2017 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206210818/https://www.theverge.com/2017/1/5/14175556/new-york-times-china-app-removed-apple |url-status=live }}</ref> In a statement, an Apple spokesperson told the media that "we have been informed that the app is in violation of local regulations", though would not specify which regulations, and added that "As a result the app must be taken down off the China app store. When this situation changes the app store will once again offer the ''New York Times'' app for download in China".<ref>{{cite web |first=Benjamin |last=Haas |title=Apple removes New York Times app in China |url=https://www.theguardian.com/world/2017/jan/05/apple-removes-new-york-times-app-in-china |website=The Guardian |date=January 5, 2017 |access-date=December 6, 2017 |archive-date=October 11, 2019 |archive-url=https://web.archive.org/web/20191011125220/https://www.theguardian.com/world/2017/jan/05/apple-removes-new-york-times-app-in-china |url-status=live }}</ref> The following July, it was reported that Apple had begun to remove listings in China for apps that circumvent government Internet censorship policies and new laws restricting virtual private network (VPN) services.<ref>{{cite web |first=Jon |last=Russell |title=Apple removes VPN apps from the App Store in China |url=https://techcrunch.com/2017/07/29/apple-removes-vpn-apps-from-the-app-store-in-china/ |website=TechCrunch |publisher=Oath Inc. |date=July 29, 2017 |access-date=November 8, 2017 |archive-date=November 8, 2017 |archive-url=https://web.archive.org/web/20171108151258/https://techcrunch.com/2017/07/29/apple-removes-vpn-apps-from-the-app-store-in-china/ |url-status=live }}</ref><ref>{{cite web |first=Saheli Roy |last=Choudhury |title=Apple removes VPN apps in China as Beijing doubles down on censorship |url=https://www.cnbc.com/2017/07/31/apple-removes-vpn-apps-in-china-app-store.html |website=CNBC |publisher=NBCUniversal News Group |date=July 31, 2017 |access-date=November 8, 2017 |archive-date=November 9, 2017 |archive-url=https://web.archive.org/web/20171109023820/https://www.cnbc.com/2017/07/31/apple-removes-vpn-apps-in-china-app-store.html |url-status=live }}</ref> Apple issued a statement, explaining that the app removals were a result of developers not complying with new laws in China requiring a government license for businesses offering VPNs, and that "These apps remain available in all other markets where they do business".<ref>{{cite web |first=Matthew |last=Panzarino |title=Apple issues statement regarding removal of unlicensed VPN apps in China |url=https://techcrunch.com/2017/07/30/apple-issues-statement-regarding-removal-of-unlicensed-vpn-apps-in-china/ |website=TechCrunch |publisher=Oath Inc. |date=July 30, 2017 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206200445/https://techcrunch.com/2017/07/30/apple-issues-statement-regarding-removal-of-unlicensed-vpn-apps-in-china/ |url-status=live }}</ref><ref>{{cite web |first=Paul |last=Mozur |title=Apple Removes Apps From China Store That Help Internet Users Evade Censorship |url=https://www.nytimes.com/2017/07/29/technology/china-apple-censorhip.html |archive-url=https://web.archive.org/web/20170729113325/https://www.nytimes.com/2017/07/29/technology/china-apple-censorhip.html |archive-date=2017-07-29 |url-access=subscription |url-status=live |website=The New York Times |date=July 29, 2017 |access-date=November 8, 2017}}</ref> In an earnings call the following month, Cook elaborated on the recent news, explainining that "We would obviously rather not remove the apps, but like we do in other countries, we follow the law wherever we do business".<ref>{{cite web |first=Josh |last=Horwitz |title=Tim Cook is defending Apple's removal of VPN apps from its Chinese app store with a familiar refrain |url=https://qz.com/1044199/tim-cook-defends-apples-removal-of-vpn-apps-from-its-chinese-app-store/ |website=Quartz |publisher=Atlantic Media |date=August 2, 2017 |access-date=November 8, 2017 |archive-date=November 9, 2017 |archive-url=https://web.archive.org/web/20171109080720/https://qz.com/1044199/tim-cook-defends-apples-removal-of-vpn-apps-from-its-chinese-app-store/ |url-status=live }}</ref> Besides VPN services, a number of Internet calling apps, including Microsoft's Skype, were also removed from the Chinese App Store in 2017, with Apple telling ''The New York Times'' that, similar to the VPN apps, these new apps also violated local law. Microsoft explained to ''BBC News'' that its Skype app had been "temporarily removed" and that it was "working to reinstate the app as soon as possible",<ref>{{cite web |title=Skype removed from China Apple and Android app stores |url=https://www.bbc.com/news/business-42076033 |website=BBC News |publisher=BBC |date=November 22, 2017 |access-date=December 5, 2017 |archive-date=December 4, 2017 |archive-url=https://web.archive.org/web/20171204104107/http://www.bbc.com/news/business-42076033 |url-status=live }}</ref> though many news outlets reported on the Chinese government's increased efforts and pressure to crack down on Internet freedom.<ref>{{cite news |title=Skype Disappears From Chinese App Stores in Latest Web Crackdown |url=https://www.bloomberg.com/news/articles/2017-11-21/microsoft-s-skype-disappears-from-apple-app-stores-in-china |newspaper=Bloomberg.com |publisher=Bloomberg |date=November 21, 2017 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206211658/https://www.bloomberg.com/news/articles/2017-11-21/microsoft-s-skype-disappears-from-apple-app-stores-in-china |url-status=live }}</ref><ref>{{cite web |first=Paul |last=Mozur |title=Skype Vanishes From App Stores in China, Including Apple's |url=https://www.nytimes.com/2017/11/21/business/skype-app-china.html |archive-url=https://web.archive.org/web/20171121112503/https://www.nytimes.com/2017/11/21/business/skype-app-china.html |archive-date=2017-11-21 |url-access=subscription |url-status=live |website=The New York Times |date=November 21, 2017 |access-date=December 5, 2017}}</ref><ref>{{cite web |first=Ben |last=Lovejoy |title=Apple removes Skype from Chinese app store after request from Ministry of Public Security |url=https://9to5mac.com/2017/11/21/skype-china-app-store/ |website=9to5Mac |date=November 21, 2017 |access-date=December 6, 2017 |archive-date=December 8, 2017 |archive-url=https://web.archive.org/web/20171208103557/https://9to5mac.com/2017/11/21/skype-china-app-store/ |url-status=live }}</ref><ref>{{cite web |first=Joe |last=Rossignol |title=Apple Has Removed Skype From App Store in China to Comply With Local Law |url=https://www.macrumors.com/2017/11/21/skype-removed-from-chinese-app-store/ |website=MacRumors |date=November 21, 2017 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206195645/https://www.macrumors.com/2017/11/21/skype-removed-from-chinese-app-store/ |url-status=live }}</ref>

Following Apple CEO Tim Cook's appearance at China's World Internet Conference in December 2017, free speech and human rights activists criticized Cook and the company. Maya Wang at Human Rights Watch told ''The Washington Post'' that "Cook's appearance lends credibility to a state that aggressively censors the internet, throws people in jail for being critical about social ills, and is building artificial intelligence systems that monitors everyone and targets dissent. ... The version of cyberspace the Chinese government is building is a decidedly dystopian one, and I don't think anyone would want to share in this 'common future.' Apple should have spoken out against it, not endorsed it."<ref>{{cite news |first=Simon |last=Denyer |title=Apple CEO backs China's vision of an 'open' Internet as censorship reaches new heights |url=https://www.washingtonpost.com/news/worldviews/wp/2017/12/04/apple-ceo-backs-chinas-vision-of-an-open-internet-as-censorship-reaches-new-heights/ |newspaper=The Washington Post |date=December 4, 2017 |access-date=December 6, 2017 |archive-date=December 5, 2017 |archive-url=https://web.archive.org/web/20171205160155/https://www.washingtonpost.com/news/worldviews/wp/2017/12/04/apple-ceo-backs-chinas-vision-of-an-open-internet-as-censorship-reaches-new-heights/ |url-status=live }}</ref> U.S. Senator Patrick Leahy told ''CNBC'' that "American tech companies have become leading champions of free expression. But that commitment should not end at our borders. ... Global leaders in innovation, like Apple, have both an opportunity and a moral obligation to promote free expression and other basic human rights in countries that routinely deny these rights."<ref>{{cite web |first=Anita |last=Balakrishnan |title=Apple has a 'moral obligation' to push back in China, says senator who probed the company's ties |url=https://www.cnbc.com/2017/12/05/apple-in-china-senator-patrick-leahy-reacts-to-tim-cook-speech.html |website=CNBC |publisher=NBCUniversal News Group |date=December 5, 2017 |access-date=December 6, 2017 |archive-date=December 5, 2017 |archive-url=https://web.archive.org/web/20171205192534/https://www.cnbc.com/2017/12/05/apple-in-china-senator-patrick-leahy-reacts-to-tim-cook-speech.html |url-status=live }}</ref><ref>{{cite web |first=Chance |last=Miller |title=U.S. Senator Leahy says Apple has 'moral responsibility' to fight oppression in China |url=https://9to5mac.com/2017/12/05/tim-cook-patrick-leahy-china/ |website=9to5Mac |date=December 5, 2017 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206155106/https://9to5mac.com/2017/12/05/tim-cook-patrick-leahy-china/ |url-status=live }}</ref>

Cook told ''Reuters'' that "My hope over time is that some of the things, the couple of things that's been pulled, come back. I have great hope on that and great optimism on that".<ref>{{cite web |title=Apple's Cook optimistic that apps pulled in China will be back |url=https://www.reuters.com/article/us-china-fortunteforum-apple/apples-cook-optimistic-that-apps-pulled-in-china-will-be-back-idUSKBN1E00MI |website=Reuters |publisher=Thomson Reuters |date=December 6, 2017 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206091907/https://www.reuters.com/article/us-china-fortunteforum-apple/apples-cook-optimistic-that-apps-pulled-in-china-will-be-back-idUSKBN1E00MI |url-status=live }}</ref> However, ''TechCrunch''{{'}}s Jon Russell criticized this line of thinking, writing that "Firstly, Apple didn't just remove a 'couple of things' from the reach of China-based users", but rather "a couple of hundred" apps, acknowledging that "even that is under counting". Furthermore, Russell listed censorship efforts by the Chinese government, including VPN bans and restrictions on live video and messaging apps, and wrote that "Apple had little choice but to follow Beijing's line in order to continue to do business in the lucrative Chinese market, but statements like Cook's today are dangerous because they massively underplay the severity of the situation".<ref>{{cite web |first=Jon |last=Russell |title=For some reason Tim Cook thinks China will allow VPNs to return to the App Store |url=https://techcrunch.com/2017/12/06/tim-cook-apple-vpn-china/ |website=TechCrunch |publisher=Oath Inc. |date=December 6, 2017 |access-date=December 6, 2017 |archive-date=December 6, 2017 |archive-url=https://web.archive.org/web/20171206123127/https://techcrunch.com/2017/12/06/tim-cook-apple-vpn-china/ |url-status=live }}</ref> Florida Senator Marco Rubio also criticized Cook's appearance at the World Internet Conference, describing the situation as "here's an example of a company, in my view, so desperate to have access to the Chinese market place that they are willing to follow the laws of that country even if those laws run counter to what those companies' own standards are supposed to be".<ref>{{cite web |first=Chance |last=Miller |title=Marco Rubio slams Tim Cook for Apple's 'desperate' relationship with China |url=https://9to5mac.com/2017/12/13/marco-rubio-tim-cook-comments/ |website=9to5Mac |date=December 13, 2017 |access-date=December 14, 2017 |archive-date=December 13, 2017 |archive-url=https://web.archive.org/web/20171213232846/https://9to5mac.com/2017/12/13/marco-rubio-tim-cook-comments/ |url-status=live }}</ref> In August 2018, as a result of Chinese regulations, 25,000 illegal apps were pulled down by Apple from the App Store in China.<ref>{{Cite news|url=https://www.theverge.com/2018/8/20/17758426/apple-china-gambling-apps-removal|title=Apple removes 25,000 'illegal' apps from App Store in China|work=The Verge|access-date=2018-08-20|archive-date=November 9, 2020|archive-url=https://web.archive.org/web/20201109023805/https://www.theverge.com/2018/8/20/17758426/apple-china-gambling-apps-removal|url-status=live}}</ref><ref>{{Cite news|url=https://www.cnbc.com/2018/08/20/apple-reportedly-yanked-illegal-apps-from-its-china-app-store.html|title=Apple reportedly yanked 25,000 apps from its China App Store|last=Choudhury|first=Saheli Roy|date=2018-08-20|work=CNBC|access-date=2018-08-20|archive-date=November 9, 2020|archive-url=https://web.archive.org/web/20201109041649/https://www.cnbc.com/2018/08/20/apple-reportedly-yanked-illegal-apps-from-its-china-app-store.html|url-status=live}}</ref>

In October 2019, Apple rejected,<ref>{{cite web |last1=Yu |first1=Verna |title='Protecting rioters': China warns Apple over app that tracks Hong Kong police |url=https://www.theguardian.com/world/2019/oct/09/protecting-rioters-china-warns-apple-over-app-that-tracks-hong-kong-police |work=The Guardian |date=October 9, 2019 |access-date=June 15, 2023 |archive-date=July 4, 2021 |archive-url=https://web.archive.org/web/20210704144146/https://www.theguardian.com/world/2019/oct/09/protecting-rioters-china-warns-apple-over-app-that-tracks-hong-kong-police |url-status=live }}</ref> approved,<ref>{{cite web |last1=Torbet |first1=Georgina |title=Apple rejects Hong Kong protest map from App Store, relents under pressure |date=October 6, 2019 |url=https://www.digitaltrends.com/computing/apple-hk-protest-map/ |publisher=Digital Trends |access-date=June 15, 2023 |archive-date=October 10, 2019 |archive-url=https://web.archive.org/web/20191010135509/https://www.digitaltrends.com/computing/apple-hk-protest-map/ |url-status=live }}</ref> and finally removed<ref>{{cite news |last1=Neuman |first1=Scott |title=After China Objects, Apple Removes App Used By Hong Kong Protesters |url=https://www.npr.org/2019/10/10/768841864/after-china-objects-apple-removes-app-used-by-hong-kong-protesters |newspaper=NPR |date=October 10, 2019 |access-date=June 15, 2023 |archive-date=December 30, 2020 |archive-url=https://web.archive.org/web/20201230202404/https://www.npr.org/2019/10/10/768841864/after-china-objects-apple-removes-app-used-by-hong-kong-protesters |url-status=live }}</ref><ref>{{cite web |last1=Deng |first1=Iris |title=In an about-face, Apple removes Hong Kong protest map app following China backlash |date=October 10, 2019 |url=https://www.scmp.com/tech/apps-social/article/3032310/about-face-apple-removes-hong-kong-protest-map-app-following-china |publisher=South China Morning Post |access-date=June 15, 2023 |archive-date=October 30, 2020 |archive-url=https://web.archive.org/web/20201030221152/https://www.scmp.com/tech/apps-social/article/3032310/about-face-apple-removes-hong-kong-protest-map-app-following-china |url-status=live }}</ref> an app used by participants in the 2019–20 Hong Kong protests.

Apple began removing thousands of video game apps from their platform in China during December 2020 in accordance to regulations regarding licensing enacted by the country's Cyberspace Administration, in many cases without explicitly stating the offences grounding their removal. Apple released a memo that month telling developers of premium games and apps with in-app purchases had until December 31 to submit proof of a government license. Research from the Campaign for Accountability notes there are more than 3,000 apps not appearing in China which are available in other countries, a third of which the advocacy group claims to have been removed due to advocating for various human rights issues, including LGBTQ+ rights and the Hong Kong protests.<ref>{{Cite web|date=2020-12-23|title=Apple Is Censoring its App Store for China|url=https://www.techtransparencyproject.org/articles/apple-censoring-its-app-store-china|access-date=2020-12-24|website=Tech Transparency Project|archive-date=December 23, 2020|archive-url=https://web.archive.org/web/20201223185416/https://techtransparencyproject.org/articles/apple-censoring-its-app-store-china|url-status=live}}</ref> A director of the aforementioned campaign, Katie Paul, criticised Apple's removals stating "if it's going to bend to political pressure, the company should explain why and what they would lose if they didn't do that." CEO Tim Cook has previously defended such company actions, stating in a memo to employees in 2019 that "national and international debates will outlive us all, and while important, they do not govern the facts."<ref>{{Cite news|last=Nicas|first=Jack|date=2019-10-10|title=Apple Removes App That Helps Hong Kong Protesters Track the Police (Published 2019)|work=The New York Times|url=https://www.nytimes.com/2019/10/09/technology/apple-hong-kong-app.html |archive-url=https://web.archive.org/web/20191010041003/https://www.nytimes.com/2019/10/09/technology/apple-hong-kong-app.html |archive-date=2019-10-10 |url-access=subscription |url-status=live|access-date=2020-12-24|issn=0362-4331}}</ref><ref>{{Cite news|last=Higgins|first=Tim|date=2020-12-23|title=Apple's China App Store Sheds Videogames as Beijing Tightens Internet Control|work=The Wall Street Journal|url=https://www.wsj.com/articles/apples-china-app-store-sheds-games-under-pressure-11608719400|access-date=2020-12-24|issn=0099-9660|archive-date=December 24, 2020|archive-url=https://web.archive.org/web/20201224201537/https://www.wsj.com/articles/apples-china-app-store-sheds-games-under-pressure-11608719400|url-status=live}}</ref>

In August 2023, at the request of the Chinese government, Apple took down more than 100 AI-related apps similar to ChatGPT in the Chinese app store.<ref>{{Cite news|url= https://www.scmp.com/tech/policy/article/3229628/apple-removes-over-hundred-chatgpt-apps-china-tighter-regulations-set-take-effect |title= Apple removes over a hundred ChatGPT-like apps in China as tighter regulations set to take effect|work=SCMP|date=2023-08-01}}</ref>

According to the regulations of Chinese government, new apps on the China app store from September 2023 must be licensed by the Chinese government. Older apps must obtain a license before March 2024.<ref>{{Cite news|url= https://www.reuters.com/technology/apple-enforces-new-check-apps-china-beijing-tightens-oversight-2023-10-03/|title= Apple enforces new check on apps in China as Beijing tightens oversight|work=Reuters|date=2023-10-03}}</ref>

In April 2026, Apple took down BitChat at the request of the Chinese government.<ref>{{Cite news |date=2026-04-06 |title=Apple pulls down Jack Dorsey's Bitchat messaging app in China |url=https://timesofindia.indiatimes.com/technology/tech-news/apple-pulls-down-jack-dorseys-bitchat-messaging-app-in-china-tells-protesting-developer-it-is-your-responsibility-to-understand-and-make-sure-that-/articleshow/130057004.cms |access-date=2026-04-07 |work=The Times of India |issn=0971-8257}}</ref>

==== Russia ==== Apple removed the ''Smart Voting'' app from the App Store before the 2021 Russian legislative election. The application, which had been created by associates of imprisoned opposition leader Alexei Navalny, offered voting advice for all voting districts in Russia. It was removed after a meeting with Russian Federation Council officials on September 16, 2021. Apple also reportedly disabled its iCloud Private Relay privacy feature which masks users' browsing activity. Russian opposition figures condemned these moves as political censorship.<ref>{{cite magazine |last1=Hay Newman |first1=Lily |date=17 September 2021 |title=Apple and Google Go Further Than Ever to Appease Russia |magazine=Wired |url=https://www.wired.com/story/russia-apple-google-voting-app-navalny/ |access-date=18 September 2021 |archive-date=January 15, 2023 |archive-url=https://web.archive.org/web/20230115224408/https://www.wired.com/story/russia-apple-google-voting-app-navalny/ |url-status=live }}</ref>

In 2024, Russian regulator Roskomnadzor asked Apple to take down 25 VPN apps from the Russian App Store, but Apple quietly took down more.<ref>[https://applecensorship.com/news/unveiling-the-extent-of-vpn-app-removals-by-apple-from-the-russia-app-store-an-analysis-of-silent-removals-and-the-need-for-transparency Unveiling the Extent of VPN App Removals by Apple from the Russia App Store: An Analysis of Silent Removals and the Need for Transparency]</ref>

==== United States ==== {{See also|ICEBlock}} In October 2025, following a request by the Trump administration, Apple removed ICE tracking apps, which could notify users about the presence of Immigration and Customs Enforcement agents in their area.<ref>{{Cite web |last=Duffy |first=Clare |date=2025-10-03 |title=Apple removes ICE tracking apps after Trump administration says they threaten officers {{!}} CNN Business |url=https://www.cnn.com/2025/10/03/tech/iceblock-apple-removed-trump |access-date=2025-10-10 |website=CNN }}</ref><ref>{{Cite web |date=2025-10-03 |title=Apple removes ICEBlock app after criticism from Trump administration |url=https://www.nbcnews.com/news/us-news/apple-removes-iceblock-app-criticism-trump-administration-rcna235333 |access-date=2025-10-10 |website=NBC News }}</ref>

=== Removal of vaping apps === In November 2019, Apple removed all applications related to vaping from the App Store, citing warning from health experts.<ref>{{Cite web|url=https://www.theverge.com/2019/11/15/20966362/apple-vaping-e-cigarette-apps-remove-app-store|title=Apple removes all vaping-related apps from the App Store|last=Vincent|first=James|date=2019-11-15|website=The Verge|access-date=2019-11-19|archive-date=November 17, 2019|archive-url=https://web.archive.org/web/20191117112715/https://www.theverge.com/2019/11/15/20966362/apple-vaping-e-cigarette-apps-remove-app-store|url-status=live}}</ref> Apple made this decision to reduce the promotion of e-cigarette use.<ref name="axios-novape">{{Cite web|url=https://www.axios.com/2019/11/15/exclusive-apple-to-remove-vaping-apps-from-store|title=Apple to remove vaping apps from its App Store|last1=Fried|first1=Ina|last2=Allen|first2=Mike|website=Axios|date=November 15, 2019|access-date=April 3, 2024|archive-date=April 19, 2023|archive-url=https://web.archive.org/web/20230419212957/https://www.axios.com/2019/11/15/exclusive-apple-to-remove-vaping-apps-from-store|url-status=live}}</ref><ref name="bbc-novape">{{Cite news|url=https://www.bbc.com/news/technology-50434755|title=Apple removes vaping apps from app store|work=BBC News|date=November 15, 2019|access-date=June 2, 2021|archive-date=June 3, 2021|archive-url=https://web.archive.org/web/20210603022834/https://www.bbc.com/news/technology-50434755|url-status=live}}</ref>

== Antitrust allegations == {{Expand section|small=no|Add coverage of the various antitrust lawsuits and allegations, and criticism by Spotify, other corporations and indie devs which have also received widespread coverage|date=September 2023}}

Apple has faced criticism, lawsuits and government investigations alleging that its control over the distribution of iOS and iPadOS apps through the App Store constituted monopolistic practices.

=== Epic Games=== {{Main|Epic Games v. Apple}}

Since as early as 2017, Tim Sweeney had questioned the need for digital storefronts like Valve's Steam, Apple's iOS App Store, and Google Play, to take a 30% revenue sharing cut, and argued that when accounting for current rates of content distribution and other factors needed, a revenue cut of 8% should be sufficient to run any digital storefront profitably.<ref>{{cite web | url = https://www.pcgamesn.com/steam-revenue-cut-tim-sweeney | title = Steam could be profitable with an 8% cut rather than 30%, says Tim Sweeney | first = Richard-Scott | last = Jones | date = August 23, 2017 | access-date = December 14, 2018 | work = PCGamesN | archive-date = January 20, 2019 | archive-url = https://web.archive.org/web/20190120080728/https://www.pcgamesn.com/steam-revenue-cut-tim-sweeney | url-status = live }}</ref>

On August 13, 2020, Epic Games updated ''Fortnite'' across all platforms, including the iOS version, to reduce the price of "V-Bucks" (the in-game currency) by 20% if they purchased directly from Epic. For iOS users, if they purchased through the Apple storefront, they were not given this discount, as Epic said they could not extend the discount due to the 30% revenue cut taken by Apple.<ref>{{cite web | url = https://arstechnica.com/tech-policy/2020/08/epic-gives-fortnite-players-discounts-for-skirting-apple-google-fees/ | title = Fortnite launches new payment system to cut Apple, Google out | first = Kate | last = Cox | date = August 13, 2020 | access-date = August 13, 2020 | work = Ars Technica | archive-date = January 21, 2021 | archive-url = https://web.archive.org/web/20210121194548/https://arstechnica.com/tech-policy/2020/08/epic-gives-fortnite-players-discounts-for-skirting-apple-google-fees/ | url-status = live }}</ref> Within hours, Apple had removed ''Fortnite'' from their storefronts, stating the means of bypassing their payment systems violated the terms of service.<ref>{{cite web | url = https://www.theverge.com/2020/8/13/21366438/apple-fortnite-ios-app-store-violations-epic-payments | title = Apple just kicked Fortnite off the App Store | first = Nick | last = Statt | date = August 13, 2020 | access-date = August 13, 2020 | work = The Verge | archive-date = August 13, 2020 | archive-url = https://web.archive.org/web/20200813191440/https://www.theverge.com/2020/8/13/21366438/apple-fortnite-ios-app-store-violations-epic-payments | url-status = live }}</ref> Epic immediately filed separate lawsuits against Apple and Google for antitrust and anticompetitive behavior in the United States District Court for the Northern District of California.<ref name="nytimes epic apple google">{{cite web | url = https://www.nytimes.com/2020/08/13/technology/apple-fortnite-ban.html | title = Fortnite Creator Sues Apple and Google After Ban From App Stores | first1 = Jack | last1 = Nicas | first2 = Kellen | last2 = Browning | first3 = Erin | last3 = Griffith | date = August 13, 2020 | access-date = August 13, 2020 | work = The New York Times | archive-date = August 13, 2020 | archive-url = https://web.archive.org/web/20200813200127/https://www.nytimes.com/2020/08/13/technology/apple-fortnite-ban.html | url-status = live }}</ref> Epic did not seek monetary damages in either case but instead was "seeking injunctive relief to allow fair competition in these two key markets that directly affect hundreds of millions of consumers and tens of thousands, if not more, of third-party app developers."<ref name="verge epic apple suit">{{cite web | url = https://www.theverge.com/2020/8/13/21367963/epic-fortnite-legal-complaint-apple-ios-app-store-removal-injunctive-relief | title = Epic Games is suing Apple | first = Nick | last = Statt | date = August 14, 2020 | access-date = August 14, 2020 | work = The Verge | archive-date = August 13, 2020 | archive-url = https://web.archive.org/web/20200813212759/https://www.theverge.com/2020/8/13/21367963/epic-fortnite-legal-complaint-apple-ios-app-store-removal-injunctive-relief | url-status = live }}</ref> In comments on social media the next day, Sweeney said that they undertook the actions as "we're fighting for the freedom of people who bought smartphones to install apps from sources of their choosing, the freedom for creators of apps to distribute them as they choose, and the freedom of both groups to do business directly. The primary opposing argument is: 'Smartphone makers can do whatever they want.' This as an awful notion. We all have rights, and we need to fight to defend our rights against whoever would deny them."<ref>{{cite web | url = https://www.theverge.com/2020/8/14/21369622/epic-ceo-tim-sweeney-apple-fortnite-lawsuit-ban-basic-freedoms-developers | title = Epic CEO Tim Sweeney says Apple fight is about 'basic freedoms of all consumers and developers' | first = Nick | last = Statt | date = August 14, 2020 | access-date = August 14, 2020 | work = The Verge | archive-date = August 15, 2020 | archive-url = https://web.archive.org/web/20200815071609/https://www.theverge.com/2020/8/14/21369622/epic-ceo-tim-sweeney-apple-fortnite-lawsuit-ban-basic-freedoms-developers | url-status = live }}</ref>

Apple responded to the lawsuit that it would terminate Epic's developer accounts by August 28, 2020, leading Epic to file a motion for a preliminary injunction to force Apple to return ''Fortnite'' to the App Store and prevent them from terminating Epic's developer accounts, as the latter action would leave Epic unable to update the Unreal Engine for any changes to iOS or macOS and leave developers that relied on Unreal at risk.<ref>{{cite web | url = https://www.gamesindustry.biz/articles/2020-08-17-apple-terminating-epic-developer-accounts-tools-access | title = Apple terminating Epic developer accounts, tools access | first = Rebekah | last = Valentine | date = August 17, 2020 | access-date = August 17, 2020 | work = GamesIndustry.biz | archive-date = August 18, 2020 | archive-url = https://web.archive.org/web/20200818171017/https://www.gamesindustry.biz/articles/2020-08-17-apple-terminating-epic-developer-accounts-tools-access | url-status = live }}</ref><ref>{{cite web | url = https://www.polygon.com/2020/8/17/21372502/fortnite-apple-pulling-epic-games-ios-mac-dev-tools | title = Apple threatens to cut off Epic Games from iOS, Mac dev tools | first = Michael | last = McWhertor | date = August 17, 2020 | access-date = August 17, 2020 | work = Polygon | archive-date = August 18, 2020 | archive-url = https://web.archive.org/web/20200818165217/https://www.polygon.com/2020/8/17/21372502/fortnite-apple-pulling-epic-games-ios-mac-dev-tools | url-status = live }}</ref> The court granted the preliminary injunction against Apple from terminating the developer accounts as Epic had shown "potential significant damage to both the Unreal Engine platform itself, and to the gaming industry generally", but refused to grant the injunction related to ''Fortnite'' as "The current predicament appears of [Epic's] own making."<ref>{{cite web | url = https://www.theverge.com/2020/8/25/21400240/epic-apple-ruling-unreal-engine-fortnite-temporary-restraining-order | title = Epic judge will protect Unreal Engine — but not Fortnite | first1 = Russell | last1 = Brandom | first2 = Sean | last2 = Hollister | first3 = Jay | last3 = Peters | date = August 24, 2020 | access-date = August 24, 2020 | work = The Verge | archive-date = August 25, 2020 | archive-url = https://web.archive.org/web/20200825051029/https://www.theverge.com/2020/8/25/21400240/epic-apple-ruling-unreal-engine-fortnite-temporary-restraining-order | url-status = live }}</ref>

In a September 2021 ruling in the first part of the case, Judge Yvonne Gonzalez Rogers decided in favor of Apple on nine of ten counts, but found against Apple on its anti-steering policies under the California Unfair Competition Law. Rogers prohibited Apple from stopping developers from informing users of other payment systems within apps. While Apple implemented App Store policies to allow developers to link to alternative payment options, the policies still required the developer to provide a 27% revenue share back to Apple, and heavily restricted how they could be shown in apps. Epic filed complaints that these changes violated the ruling, and in April 2025 Rogers found for Epic that Apple had willfully violated her injunction, placing further restrictions on Apple including banning them from collecting revenue shares from non-Apple payment methods or imposing any restrictions on links to such alternative payment options.<ref>{{Cite news |last=Mickle |first=Tripp |date=2025-05-09 |title=How Apple Created a Legal Mess When It Skirted Judge's Ruling |url=https://www.nytimes.com/2025/05/09/technology/apple-app-store-antitrust.html |access-date=2025-05-10 |work=The New York Times |issn=0362-4331}}</ref><ref>{{Cite web |date=2025-05-01 |title=U.S. judge rules Apple violated order to reform App Store |url=https://www.nbcnews.com/tech/apple/us-judge-rules-apple-violated-order-reform-app-store-rcna204028 |access-date=2025-05-10 |website=NBC News}}</ref>

== See also == * List of free and open-source iOS applications * List of iOS games * List of mobile app distribution platforms

==References== {{reflist|30em}}

==External links== * {{Official website}}

{{iOS}} {{iPod}} {{Apple Inc.}} {{Package management systems}} {{Software digital distribution platforms}}

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