App Store

The App Store (short for Application Store) is Apple’s online app store for Apple mobile and desktop devices (PCs, laptops, tablets, smartphones, and TVs). It is a subset of the broader iTunes Store, which houses audio, video, and gaming content.

The App Store first launched in 2008 as an update to iTunes. Initially, the store was only available as an app, but a web version was added in 2010. Users consider the App Store a haven, but it is often criticized for its strict censorship and financial policies toward third-party developers.

What is the App Store?

The App Store serves the same function as Google Play on Android or the Microsoft Store on Windows operating systems. It allows users to download and install apps and games on Apple desktop or mobile devices:

• iPhone smartphones;
• iPad tablet PCs;
• iPod Touch media players;
• MacBook laptops;
• Mac desktop PCs;
• Apple Watch smartwatch
• Apple TV set-top box.

• strict requirements for developers and their products, due to which a significant portion of applications do not pass moderation;
• strict monitoring of unethical or politically incorrect content, compliance with the age rating of applications;
• a small selection of payment options – the proprietary Apple Pay payment system, PayPal, or a bank card linked to an Apple ID;
• the ability to download applications only for Apple users with their own Apple ID;
• Placement in the app store for iOS only. 

How to use the App Store

The online store application is already pre-installed on the device’s operating system.

Apple ID registration. This is the primary method of user identification, along with Touch ID and Face ID. Registration is required to confirm that the software is being downloaded by the device’s owner. Without this ID, you cannot use Apple devices.

Search and install software. To do this, tap the store icon on your device’s screen and enter your Apple ID. The App Store offers several features to simplify searching:

• Search is a search bar where you can enter the name or type of an application using the keyboard or voice.
• The main categories are the Arcade, Applications, and Games sections, which feature new releases, the most popular free or paid applications, and more.
• Today is a menu section that displays news articles and life hacks about various apps.
• Recommendations are a section with similar or related programs on a specific app’s page. They are located after the description and reviews. 

The software comes with a detailed description, demo videos, screenshots, and a rating based on user reviews. If the game description mentions “Arcade,” you’ll need an Apple Arcade subscription to use it. To begin the download, click the price or the “Download” button. The system will require confirmation via Apple ID, Touch ID, or Face ID. The download will only begin once you’ve received it.

Using the software. If the “Open” button appears, the app has already been purchased and downloaded. Once the download is complete and the automatic installation is complete, you can use the app. Users can also rate it and leave a review. 

Types of apps in the App Store

As of 2022, there are approximately 2 million apps registered in the App Store.

By distribution mechanism:

• completely free – the user does not need to pay for the application itself or for additional content;
• With in-app purchases, the user can use the basic functionality of the app for free, but additional features, content, and much more are available for a fee.
• Demo versions are free versions of paid software. They often have a specific time period, after which a subscription is required. Demo versions may also have limited functionality.
• Paid – applications that are only available after paying for a one-time download or a monthly subscription.

By appointment:

• games – strategies, role-playing games, arcades, adventures, simulators, etc.;
• office applications – programs for viewing documents, creating presentations, a text editor, and spreadsheets;
• financial software – for example, applications for stock market analysis, investing, accounting;
• multimedia – programs for playing music and video, Internet radio and TV;
• professional software – specialized two- and three-dimensional graphic editors, applications for photo processing, video editing, sound recording, applications for engineering calculations;
• Social networks – applications of the most well-known social networks, including Facebook ^*, Twitter, Instagram ^*, VK, as well as more specialized ones like LinkedIn.
• educational – electronic reference books, dictionaries, textbooks, and self-study guides, phrasebooks;
• System utilities— utilities that optimize the operation of electronic devices: programs for cleaning unnecessary files, antiviruses, schedulers, etc.

App Store Features for Developers

The App Store is used by software developers. Apple has created a convenient, albeit strict, system for submitting apps. 

Fast moderation. The Apple Store differs from its peers (primarily Google Play) in the speed of app review. On average, moderation takes one day, while Google’s can take a week. This is due to the small number of Apple app developers and the company’s strict policies. Developers are aware of the company’s high standards, so they strive to prepare their products for publication immediately.

Availability of promotion tools. When publishing software, the developer fills in metadata, including hidden keywords relevant to the product description. The system also indexes reviews, making them an additional promotional tool.

High commission. Previously, developers received 70% of app monetization, while the platform took 30% as a service fee. For many developers, this meant zero profit or a loss. In 2020, Apple reduced the commission to 15% for developers with annual revenues of less than $1 million.

Numerous requirements. Approximately 70% of submitted software is rejected for publication due to non-compliance with the platform’s internal rules. Here are some application requirements:

• stability of operation, absence of visible errors;
• compliance of actual functions with those stated in the description;
• absence of hidden and undocumented functions;
• absence of intrusive advertising of alcoholic and tobacco products;
• correct diagnostics of the device (battery charge, network availability, etc.) during operation;
• useful functionality beyond advertising and marketing;
• correct use of push notifications, etc.

Apple published the full list of requirements for applications and their design in the App Store Review Guidelines.

The App Store simplifies device use and provides extensive opportunities for developers. Although the online store has strict software requirements, its convenience and security attract new users.