App Store

Dominant iOS app distribution platform and primary mobile advertising inventory surface for Apple devices globally

The App Store is Apple's official digital distribution platform for mobile applications, launched in July 2008 alongside the iPhone 3G. Available across iOS, iPadOS, watchOS, tvOS, and visionOS, it serves as the exclusive gateway for app distribution on Apple devices, hosting millions of apps across every major category. The platform generates over $25 billion in annual revenue and is a cornerstone of Apple's Services segment, which has become one of the company's fastest-growing business units. In the AdTech ecosystem, the App Store is the foundational inventory surface for Apple Ads (formerly Apple Search Ads), enabling app developers and marketers to bid on prominent placements within App Store search results, the Today tab, and product pages. With over 650 million weekly visitors, the App Store represents one of the highest-intent discovery environments in mobile advertising — users actively searching for apps are far more likely to convert than passive audiences on social or display networks. The App Store occupies a uniquely powerful and contested position in the digital economy. Apple has reported that the platform facilitates over $1.4 trillion in total billings and sales, with approximately 90% of that commerce occurring without Apple taking a commission. Ongoing regulatory scrutiny in the EU, US, and globally has pressured Apple to allow alternative app distribution and payment systems in certain markets, but the App Store remains the dominant and default channel for iOS app discovery and monetization worldwide.