Hubbry Logo
App Store (Apple)App Store (Apple)Main
Open search
App Store (Apple)
Community hub
App Store (Apple)
logo
7 pages, 0 posts
0 subscribers
Be the first to start a discussion here.
Be the first to start a discussion here.
App Store (Apple)
App Store (Apple)
App Store (Apple)
View on Wikipedia
from Wikipedia

App Store
DeveloperApple
Initial releaseJuly 10, 2008; 17 years ago (July 10, 2008)
Operating systemiOS, iPadOS, watchOS, tvOS, and VisionOS
TypeDigital distribution and software update
Websiteappstore.com Edit this on Wikidata

The App Store is an app marketplace developed and maintained by Apple, for mobile apps on its iOS 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[1][2], 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.[3][4]

While Apple touts the role of the App Store in creating new jobs in the "app economy"[5] and as of 2023 claims to have paid over $320 billion to developers,[6][7] 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.[8] 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.[9]

History

[edit]
Download on the App Store badge as of 2017

While originally developing iPhone prior to its unveiling in 2007, Apple's then-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.[10] However, backlash from developers prompted the company to reconsider,[10] with Jobs announcing in October 2007 that Apple would have a software development kit available for developers by February 2008.[11][12] The SDK was released on March 6, 2008.[13][14] 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[15], and this made it possible for developers to distribute both free apps, ringtones and games[16][17][18] 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[19], almost one year before the official launch of the iPhone App Store.

The iPhone App Store opened on July 10, 2008.[1][2][20] On July 11, the iPhone 3G was released and came pre-loaded with support for App Store.[21][22] Initially, apps could be free or paid, but then in 2009, Apple added the ability to add in-app purchases[23] 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.[24][25][26] However, Apple applied for a U.S. trademark on the term "App Store" in 2008,[27] which was tentatively approved in early 2011.[28] 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.[29][30][31] In July, Apple was denied preliminary injunction against Amazon's Appstore by a federal judge.[32]

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.[33][34] "App" has been used as shorthand for "application" since at least the late 1970s,[35] and in product names since at least 2006, for example, then-named Google Apps.[36]

Apple announced Mac App Store, a similar app distribution platform for its macOS personal computer operating system, in October 2010,[37][38] with the official launch taking place in January 2011 with the release of its 10.6.6 "Snow Leopard" update.[39][40]

In February 2013, Apple informed developers that they could begin using appstore.com for links to their apps.[41][42][43] In June[when?] 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.[44][45]

In 2016, multiple media outlets reported that apps had decreased significantly in popularity. Recode wrote that "The app boom is over",[46] an editorial in TechCrunch stated that "The air of hopelessness that surrounds the mobile app ecosystem is obvious and demoralizing",[47] and The Verge wrote that "the original App Store model of selling apps for a buck or two looks antiquated".[48] Issues included consumer "boredom",[48] a lack of app discoverability,[47] and, as stated by a report from 2014, a lack of new app downloads among smartphone users.[49]

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.[50] The ads, shown at the top of the search results,[51][52] are based strictly on relevant keywords, and are not used to create profiles on users.[53] Apple expanded search ads to the United Kingdom, Australia and New Zealand in April 2017, along with more configurable advertising settings for developers.[54][55] Search ads were expanded to Canada, Mexico and Switzerland in October 2017.[56] 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. .[57][58]

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.[59][60] The functionality was officially enabled on March 27, 2017 when iOS 10.3 was released to users.[61]

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[62][63] and discontinued completely in 2018.[64]

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.[65][66][67]

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.[68][69] 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".[70][71]

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.[72][73]

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.[74]

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.[75]

In 2019 and 2020, Apple was frequently criticized by other companies such as Spotify,[76] Airbnb[77] and Hey[78] 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%.[79] Additionally, governments such as in China,[80] India[81] and Russia[82] have increasingly required Apple to remove specific apps, with the threatened removal of some apps often becoming part of geopolitical feuds.[83] 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.[84] 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.[85] 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.[86]

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.[87]

Development and monetization

[edit]

iOS SDK

[edit]
Main article: 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.[88] It is not available for Microsoft Windows PCs.[88] The SDK contains sets giving developers access to various functions and services of iOS devices, such as hardware and software attributes.[89] It also contains an iPhone simulator to mimic the look and feel of the device on the computer while developing.[89] New versions of the SDK accompany new versions of iOS.[90][91] In order to test applications, get technical support, and distribute apps through App Store, developers are required to subscribe to the Apple Developer Program.[88]

Combined with Xcode, the iOS SDK helps developers write iOS apps using officially supported programming languages, including Swift and Objective-C.[92] Other companies have also created tools that allow for the development of native iOS apps using their respective programming languages.[93][94]

Monetization

[edit]

To publish apps on App Store, developers must pay a $99 yearly fee for access to Apple's Developer Program.[95][96] Apple announced that, in the United States starting in 2018, it would waive the fee for nonprofit organizations and governments.[97][98] Fee waivers have, since 2020, been extended to non-profits, educational organizations and governments in additional countries.[99]

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.[100]

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.[101][102]

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.[53][103]

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.[104][105]

In June 2017, Apple announced that App Store had generated over $70 billion in revenue for developers since its 2008 launch.[106][107] By 2020, this had increased to $155 billion,[108] and by 2023 to $ 320 billion.[6] In 2024 the Apple App Store generated a total of $1.3 trillion in sales.[109]

tvOS apps

[edit]

The App Store[110] is also available on tvOS,[111] the operating system for the Apple TV.[112] It was announced on September 9, 2015, at the Apple September 2015 event, alongside the 4th generation Apple TV.[113]

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[114] 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[115] 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

[edit]

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.[20] Ten million downloads were recorded in the first weekend.[116] By September, the number of available apps had increased to 3,000, with over 100 million downloads.[117]

Chart showing App Store downloads and available apps over time.
App Store app availability has increased in line with downloads over time.[needs update]

Over the years, the store has surpassed multiple major milestones, including 50,000,[118] 100,000,[119] 250,000,[120] 500,000,[121] 1 million,[122] and 2 million apps.[123] The billionth application was downloaded on April 24, 2009.[124]

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.[125] As of 2020, it was estimated to house around 1.8 million apps[126], and as of 2024 Apple reported a total of more than 1.9 million apps available on the App Store.[4]

Date Available apps Downloads to date
July 11, 2008 500[20] 0[20]
July 14, 2008 800[116][127] 10,000,000[116][127]
September 9, 2008 3,000[117] 100,000,000[117]
January 16, 2009 15,000[128] 500,000,000[128]
March 17, 2009 25,000[129] 800,000,000[129]
April 24, 2009 35,000[124] 1,000,000,000[124]
June 8, 2009 50,000[118] 1,000,000,000+[124]
July 14, 2009 50,000[118] 1,500,000,000[130]
September 28, 2009 85,000[131][132] 2,000,000,000[131]
November 4, 2009 100,000[119][133] 2,000,000,000+[131]
January 5, 2010 140,000+[134] 3,000,000,000+[135][136]
February 12, 2010 150,000+[134] 3,000,000,000+[135]
June 7, 2010 225,000+[137] 5,000,000,000+[137]
August 28, 2010 250,000+[120][138] 5,000,000,000+[137]
September 1, 2010 250,000+[120] 6,500,000,000[139]
October 20, 2010 300,000[140] 7,000,000,000[141]
January 22, 2011 350,000+[142] 10,000,000,000+[142][143]
July 7, 2011 425,000+[144][145] 15,000,000,000+[144][145]
October 4, 2011 500,000+[121][146] 18,000,000,000+[121][146]
March 2, 2012 500,000+[121] 25,000,000,000[147]
June 11, 2012 650,000+[148] 30,000,000,000+[148]
September 12, 2012 700,000+[149] 30,000,000,000+[148]
January 7, 2013 775,000+[150] 40,000,000,000+[151][150][152]
January 28, 2013 800,000+[153] 40,000,000,000+[151]
April 24, 2013 800,000+[153] 45,000,000,000+[154]
May 16, 2013 850,000+[155] 50,000,000,000+[156][157]
June 10, 2013 900,000+[158][159] 50,000,000,000+[158][159]
October 22, 2013 1,000,000+[122][160] 60,000,000,000+[122][160]
June 2, 2014 1,200,000+[161] 75,000,000,000+[161]
September 9, 2014 1,300,000+[162][163] 75,000,000,000+[161]
January 8, 2015 1,400,000+[164][165] 75,000,000,000+[161]
June 8, 2015 1,500,000+[166] 100,000,000,000+[167][166][168]
June 13, 2016 2,000,000+[123][169][170] 130,000,000,000+[123][169][170]
January 5, 2017 2,200,000[171][172] 130,000,000,000+[123][169][170]
2020 ~1,800,000[citation needed]
2024 1,961,596[4]

Number of iPad applications

[edit]

The iPad was released in April 2010,[173][174] with approximately 3,000 apps available.[175] By July 2011, 16 months after the release, there were over 100,000 apps available designed specifically for the device.[176]

Date Number of native iPad apps
April 2010 3,000[175]
January 2011 60,000[176]
July 2011 100,000[176][177][178]
November 2011 140,000[179]
January 7, 2013 300,000+[151]
October 22, 2013 475,000[180]
February 25, 2015 725,000+[164]
March 21, 2016 1 million[181]

Most downloaded apps

[edit]

Yearly

[edit]

Apple publishes a list on a yearly basis, giving credit to the apps with the highest number of downloads in the past year.

Most popular iOS apps each year
Rank 2015[182] 2016[183] 2017[184] 2018[185] 2019[186] 2020[187] 2021[188] 2024[189][190]
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
Most popular iOS games each year[182][183][191][185][189][190]
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 Not published 8 Ball Pool Helix Jump Color Bump 3D MONOPOLY GO!
3 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

[edit]

These are the most downloaded iOS applications and the highest revenue-generating iOS applications of all time.[192][193]

Most installed iOS apps of all time (2010-2018)[192]
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
Most installed iOS apps of all time (until 2025)[193]
Rank App
1 WhatsApp
2 Facebook
3 Instagram
4 Messenger
5 TikTok
6 Snapchat
7 YouTube
8 Telegram
9 Twitter (X)
10 Netflix
Highest-grossing iOS apps and games of all time (2010-2018)[192]
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

[edit]

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.[194][195] The following are the ratings that Apple has detailed:

Current

[edit]
Symbol Rating Description
4+ Contains no objectionable material.[196] 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.
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.[196]
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.[197]
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.[197]
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 underthe age of 18.[197]
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

[edit]
Symbol Rating Description
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.[196] Replaced with 13+ starting with iOS 26.
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+.[196][198] Replaced with 16+ and 18+ starting with iOS 26.

App approval process

[edit]
Main article: 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.[199][200]

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.[201][202] 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.[203] Additionally, another update to App Store policies allows users to optionally "tip" content creators, by voluntarily sending them money.[204][205]

Privacy

[edit]

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.[206] Some of the information shared with third parties was found to be in violation of the apps' own privacy regulations.[207] Apple responded to the controversy by introducing "privacy nutrition labels" on the App Store, forcing all apps to disclose their data use.[208]

Controversial apps and removals

[edit]
Main articles: iOS app approvals and 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+.[209] A revised version called Boyfriend Plus was approved by Apple in April 2013.[210]

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.[211][212]

In April 2013, Apple removed AppGratis, a then-successful app store market that promoted paid apps by offering one for free each day.[213] 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".[214] 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".[215]

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."[216] 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.[217]

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".[218][219][220] A security firm later published lists of infected apps, including a China-only version of Angry Birds 2, CamCard, Lifesmart, TinyDeal.com, and WeChat.[221][222] In the aftermath, Apple stated that it would make Xcode faster to download in certain regions outside the United States,[223] 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.[224]

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.[225][226]

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.[227][228]

Large-scale app removals

[edit]

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.[229][230] 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.[231][232]

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.[233][234]

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 AppMakr [es], but also development suites like Titanium".[235][236] 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.[98][237]

Censorship by governments

[edit]

China

[edit]

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.[238] 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".[239] 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.[240][241] 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".[242][243] 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".[244] 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",[245] though many news outlets reported on the Chinese government's increased efforts and pressure to crack down on Internet freedom.[246][247][248][249]

Following Apple CEO Tim Cook's appearance at China's World Internet Conference in December 2017, in which Cook stated that Apple and China share a vision of "developing a digital economy for openness and shared benefits"[250], 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."[251] 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."[252][253]

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".[254] 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".[255] 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".[256] In August 2018, as a result of Chinese regulations, 25,000 illegal apps were pulled down by Apple from the App Store in China.[257][258]

In October 2019, Apple rejected,[259] approved,[260] and finally removed[261][262] 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.[263] 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."[264][265]

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.[266]

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.[267]

Russia

[edit]

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.[268]

In 2024, Russian regulator Roskomnadzor asked Apple to take down 25 VPN apps from the Russian App Store, but Apple quietly took down more.[269]

United States
[edit]

In October 2025, following a request by the Trump administration, Apple removes ICE tracking apps, which could people to notify users nearby about the presence of Immigration and Customs Enforcement agents in their area.[270][271]

Removal of vaping apps

[edit]

In November 2019, Apple removed all applications related to vaping from the App Store, citing warning from health experts.[272] Apple made this decision to reduce the promotion of e-cigarette use.[273][274]

Antitrust allegations

[edit]

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

[edit]
Main article: 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.[275]

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.[276] Within hours, Apple had removed Fortnite from their storefronts stating the means of bypassing their payment systems violated the terms of service.[277] 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.[278] 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."[279] 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."[280]

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.[281][282] 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."[283]

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.[284][285]

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

App Store (Apple)

View on Grokipedia
from Grokipedia
The App Store is a proprietary digital distribution platform developed and maintained by Apple Inc. for software applications designed to run on devices operating its iOS and iPadOS systems. Launched on July 10, 2008, in conjunction with the iPhone 3G release, it initially offered 500 apps and rapidly expanded to enable a three-sided marketplace connecting developers, users, and Apple through curated downloads, in-app purchases, and subscriptions. By 2025, the platform hosts approximately 2 million apps across categories including , , and gaming, with users projected to download over 92 billion apps annually, reflecting sustained growth in mobile software adoption. Apple's ecosystem oversight includes a mandatory app review process prioritizing and functionality, alongside a standard 30% commission on paid transactions—reduced to 15% for smaller developers under certain thresholds—which has generated substantial revenue while compensating developers with the majority of proceeds. In 2024, the App Store facilitated $1.3 trillion in global billings and sales, predominantly accruing to developers without Apple's cut in many cases, highlighting its causal role in fostering an app economy that has paid out hundreds of billions to creators since inception. The service's closed architecture and payment mandates have sparked antitrust scrutiny, most notably in , where a 2020 lawsuit alleged monopolistic restrictions on and alternative payments; while federal courts rejected broad antitrust claims against Apple, subsequent rulings imposed limited injunctions requiring more flexible external linking, though Apple has appealed aspects of these as recently as October 2025 to preserve platform integrity against security risks.

History

Inception and Early Development

The original , released on June 29, 2007, did not support third-party native applications; Apple CEO instead promoted web-based applications accessible via , citing concerns over security vulnerabilities, battery drain, and quality control that native apps might introduce. This approach stemmed from Apple's desire to maintain tight control over the device's ecosystem, avoiding the fragmentation seen in other mobile platforms, though it frustrated developers seeking deeper hardware integration. Developer interest surged regardless, fueled by the iPhone's novel interface and growing user base, leading to widespread jailbreaking—unauthorized modifications enabling unsigned native code—which exposed devices to risks and prompted Apple to reconsider its policy to mitigate legal and security liabilities. On October 17, 2007, Jobs announced Apple's plans to support third-party applications through a forthcoming (SDK), marking a pivot toward controlled native app development while preserving Apple's oversight via a centralized distribution mechanism. The iPhone SDK was formally unveiled on March 6, 2008, during an , providing developers with tools built on and for creating apps compatible with iPhone OS 2.0; a beta version drew over 100,000 downloads within days, indicating strong early adoption. Apple positioned the as an integral component, handling app discovery, payments (with a 30% commission), and automated updates to ensure compatibility and security through rigorous review. The launched on July 10, 2008, coinciding with the release and iPhone OS 2.0 update, debuting with 500 applications that generated $1 million in sales within the first week, validating the model of curated, monetized distribution over open alternatives. This inception reflected causal trade-offs: Apple's initial resistance delayed third-party innovation but enabled a scalable, revenue-generating platform that prioritized stability, setting precedents for app economies despite criticisms of gatekeeping.

Launch and Initial Growth

The App Store launched on July 10, 2008, coinciding with the release of iOS 2.0 and the , initially offering 500 applications for and users. The platform's debut followed Apple's announcement of the iPhone SDK on March 6, 2008, which enabled third-party developers to create native apps using and , shifting from prior web app limitations. This SDK release spurred rapid developer , with apps undergoing Apple's centralized review process for quality, security, and compatibility before distribution. In its opening weekend, and users downloaded over 10 million apps, demonstrating immediate demand amid the iPhone 3G's global rollout to 22 countries. Growth accelerated as sales expanded, reaching 500 million cumulative downloads within six months by January 2009, followed by another 500 million in the subsequent three months to hit 1 billion by April 23, 2009. By the end of 2009, the store hosted over 100,000 apps, fueled by categories like games, productivity tools, and utilities that leveraged the 's interface and . Initial expansion was propelled by Apple's 70-30 revenue split favoring developers, which incentivized paid apps and in-app purchases, generating millions in early earnings—such as the top-grossing app Koi Village earning over $300,000 in its first week. The platform's curated ecosystem contrasted with open alternatives like Android's nascent market, prioritizing user trust through app sandboxing and , though it drew for rejection rates exceeding 30% in early submissions. By , downloads surpassed 3 billion, with app availability doubling annually, establishing the App Store as a dominant digital tied to hardware growth.

Expansion and Key Milestones

Following its launch on July 10, 2008, with 500 available applications, the experienced rapid expansion in app availability and user adoption. By April 2009, downloads surpassed 1 billion, coinciding with approximately 35,000 apps on the platform. This growth accelerated, reaching 1.5 billion downloads and 65,000 apps by July 2009, and 2 billion downloads with 85,000 apps by September of the same year. The platform's initial focus was on and devices, but expansion to the occurred on April 3, 2010, alongside the first release, broadening the ecosystem to tablet-optimized applications. Key metrics continued to scale in subsequent years. By January 2010, cumulative downloads exceeded 3 billion. Apple reported paying $1 billion to developers from app sales and in-app purchases by June 2010. Downloads hit 10 billion by January , and by June 2012, they reached 30 billion, with $5 billion disbursed to developers. The introduction of subscription support in further drove monetization and content diversity. Geographic expansion paralleled this, with the App Store becoming available in multiple countries shortly after launch and growing to 155 countries by 2018. Later milestones underscored sustained growth amid increasing app counts and ecosystem maturity. In June 2014, downloads totaled 75 billion across 1.2 million apps. By June 2016, figures climbed to 130 billion downloads and $50 billion paid to developers; that year, subscription capabilities extended to all 25 app categories. Cumulative developer earnings surpassed $100 billion by June 2018. As of 2022, the App Store hosted 1.8 million apps, with total payouts to developers exceeding $320 billion since inception. Further expansions included additional countries in 2020, bringing availability to 177 nations.

Adaptations to Regulatory Pressures

In response to the antitrust initiated in August 2020, which challenged Apple's restrictions on alternative in-app systems, a U.S. district court issued an in September 2021 requiring Apple to allow developers to direct users to external options via or buttons within apps. Apple implemented this by updating its Review Guidelines effective January 2022, permitting such "external for purchasing" while imposing a 27% commission on revenue from purchases made within seven days of users being directed off-platform. The U.S. declined to hear appeals from both parties in January 2024, upholding the core ruling that Apple's practices violated California's Unfair Competition but affirming the 's anti-steering rules as lawful. Subsequent enforcement in April 2025 led to a federal judge ordering Apple to further loosen restrictions, including ceasing commissions on certain external app sales, though Apple appealed the decision as overly punitive. Under pressure from Japan's Fair Trade Commission, which in September 2021 directed Apple to cease requiring use of its in-app for specific "reader" apps like and e-books, Apple revised its policies in early 2022 to exempt such apps from the standard 30% commission on external purchases linked from within the app. This adaptation applied globally but was tailored to comply with Japan's antitrust directives aimed at curbing Apple's monopoly over distribution. The European Union's (DMA), designating Apple as a "" in September 2023 and requiring compliance by March 7, 2024, prompted more extensive modifications for users in the . Apple introduced support for alternative app marketplaces and via 17.4, allowing developers to distribute apps outside the while subjecting installs beyond one million annually to a €0.50 Core Technology Fee (CTF) per device to offset infrastructure costs. Developers opting for alternative distribution faced reduced base commissions (10-17% for small businesses) but new fees for private APIs and notarization processes, which Apple positioned as safeguards against risks. However, the found these measures non-compliant with DMA steering obligations in April 2025, fining Apple €500 million for restricting developers' ability to inform users of cheaper external options. In June 2025, Apple revised its EU policies, eliminating certain anti-steering clauses and adjusting fee tiers to avert further penalties, enabling platforms like to launch versions with direct external payment links. In the , a October 2025 ruling by the Competition Appeal Tribunal held that Apple's 30% commissions constituted an abuse of dominance, potentially paving the way for mandated rival app stores and fairer ranking transparency, though Apple contested the decision's scope. These adaptations reflect Apple's strategy of minimal concessions to preserve ecosystem control, often introducing compensatory fees that critics, including , argue undermine regulatory intent by maintaining high effective costs for developers. Ongoing U.S. Department of Justice antitrust suits and a separate $2 billion damages award in October 2025 underscore persistent challenges, with Apple defending its model as essential for user privacy and security.

Operational Framework

App Development Tools

Xcode serves as the primary (IDE) provided by Apple for building applications submitted to the App Store, supporting platforms such as , , macOS, , , and . It encompasses editors for , interface builders, debuggers, and simulators that emulate device behaviors without physical hardware. Key features include predictive code completion powered by , performance profiling via Instruments, and automated testing frameworks like XCTest, enabling developers to identify bottlenecks in CPU usage, memory allocation, and graphics rendering. Xcode is distributed free through the Mac App Store and requires macOS as the host operating system, with the latest stable version, Xcode 16, released on September 16, 2024, incorporating SDKs for 18 and subsequent updates. Apple promotes Swift as the core programming language for development, emphasizing its , optionals to prevent null pointer errors, and protocol-oriented design that facilitates modular code. Introduced publicly on June 2, 2014, at the , Swift compiles to native code for efficiency comparable to C++ while offering modern syntax that reduces boilerplate compared to its predecessor, . remains supported for legacy compatibility but is discouraged for new projects due to its and verbosity, which increase error proneness in large codebases. User interface development relies on frameworks integrated within : UIKit for imperative, programmatic control of views and controllers, established since iOS 2.0 in 2008, and for declarative paradigms that automatically handle state updates and animations across responsive layouts. , launched in 2019, leverages Swift's expressiveness for rapid prototyping with live previews and supports interoperability with UIKit via hosting wrappers, allowing gradual migration in existing apps. These frameworks enforce Apple's , ensuring apps meet platform-specific ergonomics, such as and dark mode adaptation, which are prerequisites for App Store approval. For pre-release validation, integrates with , a service that permits uploading builds from the IDE to App Store Connect for tester invitations, supporting up to 10,000 external users and 100 internal testers per app. collects crash reports, analytics on session lengths, and feedback via screenshots, with builds expiring after 90 days to encourage timely reviews and mitigate security risks from prolonged beta exposure. This toolchain enforces Apple's ecosystem lock-in, as submissions must originate from -compiled binaries to verify compliance with security features like and sandboxing.

Submission and Review Process

Developers submit applications to the through App Store Connect, a web-based portal that requires an Apple Developer Program membership costing $99 annually. The submission involves uploading the app binary, compiled using , along with metadata such as descriptions, screenshots, keywords, and export compliance information; in-app purchases and app clips are reviewed concurrently if applicable. Apple conducts an initial automated analysis for basic compliance, followed by manual review by the App Review team to verify adherence to the App Store Review Guidelines, which are categorized into Safety (e.g., no objectionable content or ), Performance (e.g., no crashes or excessive battery drain), Business (e.g., accurate pricing and minimum viable functionality under Guideline 4.2), Design (e.g., intuitive UI without misleading elements), and Legal (e.g., IP rights and privacy disclosures). The review process typically evaluates functionality on various devices and iOS versions, with testers simulating user interactions; developers must provide demo accounts or notes for complex features to facilitate this. On average, 90% of submissions receive a decision within 24 hours, though new apps or those with novel features may take longer, up to several days or weeks during peak periods or expedited reviews for critical updates. Apple notifies developers via of the status—approved, rejected, or further information requested—and provides specific guideline references for rejections, enabling resubmission after revisions. Common rejection reasons include technical failures like crashes, poor performance, or incomplete functionality (violating Guideline 2.1); privacy shortcomings such as missing policies or improper data handling (Guideline 5.1); business model issues like templated apps lacking originality (Guideline 4.2.6); and legal infractions including unauthorized use of third-party APIs or IP infringement. To illustrate frequent issues:
CategoryExamples of Violations
Bugs causing crashes; slow loading times exceeding reasonable thresholds.
Absence of a linked ; undisclosed practices.
Apps replicating core device functions without added value (Guideline 2.5.1); misleading subscription disclosures.
Design/LegalInaccurate metadata; broken ; unpermitted use of Apple's trademarks.
Developers can appeal rejections by replying directly in App Store Connect, providing clarifications or evidence, though approval rates for appeals remain undisclosed; persistent non-compliance may lead to account termination. Critics, including advocacy groups like the Tech Transparency Project, have accused Apple of leveraging the review process for , citing instances of app removals at the behest of governments—such as compliance with Chinese authorities by delisting VPNs and content deemed sensitive, affecting over 50,000 apps since 2017—or against politically charged apps, like the 2025 removal of an anti-ICE protest tool following U.S. government pressure. Apple maintains that reviews prioritize user safety and platform integrity, not ideological suppression, and points to guideline-based consistency; however, opaque decision-making and regional variations have fueled claims of bias, particularly given Apple's market dependencies in authoritarian regions where empirical data shows higher removal rates for dissent-related content compared to neutral apps.

Distribution Across Apple Platforms

The App Store enables developers to distribute applications across Apple's ecosystem of platforms, including and devices, macOS computers, (watchOS), (tvOS), and (visionOS). Each platform maintains a dedicated within its operating system, allowing users to discover, purchase, and download apps tailored to the device's capabilities, such as touch interfaces for or keyboard/mouse inputs for macOS. Developers submit binaries through App Store Connect, Apple's unified portal, where they can specify target platforms during the build and review process; however, each platform requires separate compatibility testing and App Review approval to ensure adherence to platform-specific guidelines. For cross-platform efficiency, Apple supports universal purchases, which bundle related apps or in-app purchases across platforms under a single transaction, enabling users to access content on multiple devices with one payment—such as buying a productivity app usable on , , and Mac. This feature, available for , macOS, and apps, streamlines distribution but does not merge binaries; developers must still produce platform-optimized versions, with watchOS apps typically distributed as extensions bundled within apps via the iOS App Store. Submission limits apply per platform, with each allowing one active version under review at a time, though up to two submissions (e.g., app updates and in-app purchases) can proceed concurrently. Distribution differs notably between mobile and desktop platforms. iOS, iPadOS, watchOS, tvOS, and visionOS rely exclusively on the App Store for public releases, enforcing strict sandboxing and distribution profiles for security. In contrast, macOS permits developer-direct distribution outside the Mac App Store via notarization (introduced in macOS Catalina in 2019), allowing apps to bypass the storefront while still requiring Apple's security checks; however, App Store distribution remains the primary channel for broader discoverability and automatic updates. The Mac App Store, launched in January 2011, hosts fewer apps than its iOS counterpart—partly due to stricter review requirements and developer preferences for direct sales to avoid Apple's 30% commission—resulting in a sparser catalog despite shared submission tools. Purchase entitlements do not automatically transfer between iOS and macOS stores, as they operate as distinct ecosystems without unified licensing. As of , global distribution reaches over 2 billion active Apple devices across 175 storefronts in 40 languages, with developers able to localize apps for region-specific availability while maintaining platform consistency. Regulatory adaptations, such as EU-mandated alternative app distribution options under the (effective from 17.4 in March 2024), introduce limited for in the but do not alter core mechanisms for other platforms or regions.

Monetization Mechanics

Commission and Revenue Sharing

Apple's App Store commission structure allocates 30% of gross proceeds from paid app downloads and in-app purchases of digital content or services to Apple, with developers retaining 70%. This model applies to transactions processed through Apple's payment system and excludes free apps, which incur no commission. For auto-renewable subscriptions, the initial commission remains at 30% for the subscriber's first year, dropping to 15% in subsequent years to incentivize retention and long-term developer revenue. In response to developer feedback on , Apple launched the Program on , 2020, reducing the commission to 15% for qualifying developers whose prior calendar-year proceeds from the fell below $1 million USD. Eligibility is assessed annually based on total developer-initiated proceeds worldwide; once the $1 million threshold is exceeded, the standard 30% rate applies to all subsequent earnings in that year, without retroactive adjustment. Over 98% of developers qualify under this program, which aims to support smaller entities while maintaining ecosystem funding through larger participants. No commission is levied on sales of physical goods or real-world services facilitated via apps, such as ride-sharing or deliveries, preserving developer margins in non-digital transactions. Apple's commissions fund platform maintenance, review processes, and security features, though critics including have argued the rates exceed operational costs and stifle competition—a claim disputed in court rulings affirming the model's role in ecosystem value creation.
Transaction TypeStandard Commission (Developer Share)Small Business Program (if eligible)Notes
Paid App Downloads & Digital In-App Purchases30% (70%)15% (85%) up to $1M annual proceedsApplies to digital goods only; threshold per developer account
Subscriptions (First Year)30% (70%)15% (85%) up to $1MBilled per renewal cycle
Subscriptions (Subsequent Years)15% (85%)15% (85%) up to $1MAutomatic reduction post-initial period
Physical Goods/Services0% (100%)0% (100%)No Apple payment processing required

In-App Purchases and Subscriptions

In-app purchases (IAP) enable users to acquire , services, or content directly within apps on the , supplementing the initial app download cost. Introduced in early 2009 following the App Store's 2008 launch, IAP types include consumable items (e.g., or game boosts that can be repurchased), non-consumable items (e.g., permanent feature unlocks like ad removal), and auto-renewable subscriptions for recurring access. Developers configure IAP products in App Store Connect and implement them using the StoreKit framework, which handles secure transactions processed exclusively through Apple's billing system for digital offerings. This system mandates Apple's involvement in IAP for in-app digital sales to maintain platform integrity, though external links for physical goods or services are permitted under updated guidelines. Auto-renewable subscriptions, a subset of IAP, were introduced on February 15, 2011, allowing publishers to offer tiered access to content or features on cycles from weekly to yearly. Developers select from over 800 localized price points per currency and storefront, with Apple automating renewals, trial offers, and win-back promotions unless users cancel via device settings or the App Store. Subscriptions support family sharing for up to six members and include grace periods for payment issues, but require clear disclosure of terms, duration, and billing amounts in app interfaces per . Apple retains a standard 30% commission on IAP revenue, including the first year of subscriptions, dropping to 15% for subscription renewals thereafter to incentivize long-term retention. The Small Business Program, launched in , applies a reduced 15% rate to developers earning under $1 million annually from sales, covering both apps and IAP. Users manage IAP and subscriptions through the 's account settings, viewing history, requesting refunds, or disabling purchases via restrictions. Since inception, IAP have driven substantial developer earnings, exceeding $300 billion cumulatively by 2023 through the 's commerce infrastructure. In response to the 2021 antitrust lawsuit, where a U.S. district court ruled that Apple violated California's Unfair Competition Law by blocking developers from directing users to alternative payment methods, Apple implemented changes allowing apps to include buttons or links guiding users to external websites for purchases, effective from 2022. However, Apple imposed a 27% commission on revenue from such external transactions tracked via the links, which Epic criticized as circumventing the injunction's intent. Subsequent 2025 U.S. developments prompted further adjustments; on May 2, Apple updated App Store guidelines to permit apps to redirect users to their own websites for subscriptions or digital goods without the prior anti-steering prohibitions, following a federal judge's April 30 order to cease practices like the 27% fee and warning pop-ups that undermined external links. Apple appealed this order, arguing it exceeded the original injunction's scope, but lost a bid to pause implementation on June 4. By October 5, a decision prohibited Apple from discouraging direct payments or imposing fees on off-app transactions, opening avenues for developers to bypass Apple's system entirely, though Apple continued litigation into October 25 amid ongoing disputes. Under the European Union's (DMA), effective March 2024, Apple enabled and alternative app marketplaces in the to comply with gatekeeper obligations, allowing developers to distribute apps outside the and process payments via third-party systems. These changes included new entitlements for alternative browser engines and web apps, but Apple retained core services testing, notary checks for sideloaded apps, and a "Core Technology Fee" of €0.50 per install after the first million annually for large developers. Apple introduced user warnings—termed "scare screens"—for non- downloads and payments to highlight security risks, which the cited as breaching anti-steering rules in a June 2024 preliminary finding and April 2025 infringement decision, leading to ongoing appeals and a €500 million fine. Apple has defended these measures by emphasizing increased malware risks and privacy threats from DMA-mandated openness, as stated in a September 2025 announcement claiming EU users face higher exposure to scams and data breaches compared to global standards. In the UK, following a October 24, 2025 Competition Appeal Tribunal ruling against Apple's App Store fees in a class action led by Spotify, Apple faces potential refunds exceeding £1.5 billion but has indicated plans to appeal, maintaining that its commissions fund ecosystem security. These responses reflect Apple's strategy of minimal concessions while preserving revenue streams and platform integrity, amid broader U.S. Department of Justice scrutiny and new EU complaints filed October 22, 2025, over App Store terms.

Ecosystem Metrics

App Inventory and Categories

The Apple , launched on July 10, 2008, initially offered 500 applications. By 2010, the inventory expanded to over 250,000 apps, reaching approximately 2 million by 2016 amid rapid growth tied to iPhone adoption. As of August 2025, the store hosts about 2.095 million apps, including 380,000 games, reflecting a stabilization after peaks due to Apple's periodic removals of inactive or low-quality apps to maintain ecosystem quality. This inventory spans free and paid apps, with 95.37% available at no upfront cost as of September 2025. Apps in the are organized into 24 primary categories selected by developers during submission, aiding user discoverability through algorithmic recommendations and curated sections. Developers choose one primary and one secondary category, while Apple may adjust classifications based on . The categories include: Books, , Developer Tools, , , , Food & Drink, Games, Health & Fitness, Lifestyle, Medical, Music, , , Photo & Video, , , , Social Networking, Sports, , Utilities, and . Subcategories provide further granularity, such as Action, Adventure, and Puzzle under Games. Games constitute a significant portion of the inventory, accounting for roughly 18% based on reported game counts relative to total apps, though primary category distribution shows variability with Business and Education also prominent. This categorization system influences app visibility, as top charts and featured placements prioritize apps aligning with user search behaviors and trends within categories. Apple maintains over 175 storefronts across languages, ensuring category-based browsing adapts to regional preferences without altering core inventory counts.

Download Volumes and Revenue Generation

Annual download volumes on the have expanded significantly since its 2008 launch, reaching estimates of more than 38 billion apps per year as of 2025. Separate projections forecast over 92 billion downloads from the by the end of 2025, reflecting growth driven by expanding device adoption and app variety. These figures encompass first-time downloads, redownloads, and updates, with gaming apps comprising a substantial portion alongside non-gaming categories. Revenue generation occurs predominantly through Apple's commissions on paid app sales, in-app purchases, and subscriptions, where the company retains 30% of transactions for most developers or 15% for small businesses earning under $1 million annually and after the first year of subscriptions. Direct consumer spending on the reached $89.3 billion globally in 2023, up 2.8% from 2022, with gross billings estimated at $91.3 billion in 2024. Apple's commission revenue from the U.S. alone surpassed $10 billion in 2024, derived from approximately 85% of transactions subject to fees. The App Store ecosystem extends beyond direct digital sales, facilitating broader economic activity including physical purchased via apps, which contributed $277 billion in U.S. billings and sales in . Globally, developer billings and sales totaled $1.3 trillion in , underscoring the platform's role in enabling while generating Apple's primarily from high-margin digital commissions. Developers received cumulative payouts exceeding $320 billion through early 2023, with annual distributions around $60 billion in 2022. Projections for 2025 anticipate App Store climbing to $138 billion, fueled by sustained growth and subscription retention.

Leading Applications and User Engagement

The leading applications on the Apple , as measured by downloads and consumer spend, are dominated by social networking, gaming, and entertainment titles, reflecting user preferences for interactive and algorithmic content. In 2024, ranked as the top-grossing app globally, earning $2.33 billion primarily through virtual gifts, subscriptions, and ads, surpassing competitors in non-gaming categories. Gaming apps collectively accounted for over 50% of revenue that year, with titles like and driving billions in in-app purchases among users. By downloads, led with 773 million global installs across platforms in 2024, while topped games at 205 million, indicating strong appeal for short-form video and user-generated experiences on iPhones. User engagement with these apps is quantified through metrics like daily active users (DAU), monthly active users (MAU), session duration, and retention rates, which analytics firms track via aggregated device data and self-reported developer insights. For instance, YouTube's app reached approximately 167 million unique U.S. monthly users in February 2025, underscoring sustained video consumption habits. Social apps like and exhibit higher session lengths—often exceeding 30 minutes per user daily—due to infinite-scroll feeds and recommendation algorithms that prioritize recency and virality over chronological order, fostering habitual use. Retention rates for top apps hover around 40-50% at day 30 for games and 20-30% for social platforms, influenced by push notifications and personalized , though these vary by category with utilities showing lower churn from practical utility.
CategoryExample Leading AppKey 2024 MetricSource
Social Networking$2.33B revenue[web:3]
Gaming205M downloads[web:4]
Entertainment167M U.S. monthly users (Feb 2025)[web:23]
These patterns highlight how correlates with , as apps with longer sessions and higher DAU/MAU ratios (often 20-40% for leaders) generate more ad impressions and purchases, though precise iOS-only DAU remains proprietary to developers via Connect. Third-party estimates from firms like Sensor Tower indicate that top apps sustain through iterative updates and , but over-reliance on algorithmic retention can amplify addictive behaviors without corresponding user controls.

Security and User Protections

Fraud Detection and Prevention

Apple employs a multi-layered approach to detection in the , combining automated systems, human oversight, and device-level safeguards to identify and mitigate risks such as malicious apps, stolen methods, and abusive accounts. From its inception through 2024, the has blocked over $9 billion in potentially fraudulent transactions, including more than $2 billion in 2024 alone. Between 2020 and 2023, Apple prevented an additional combined total exceeding $7 billion, with $1.8 billion stopped in 2023. These efforts target account by flagging suspicious developer and behaviors, app discovery through monitoring manipulated rankings or reviews, and via real-time transaction scrutiny. The App Review process serves as a primary , integrating automated scans for known signatures and vulnerabilities with manual expert evaluations to assess app integrity before distribution. Upon detection of or malicious activity—such as unauthorized data access or deceptive in-app purchases—apps are promptly removed from the store, and affected users receive notifications for uninstallation. Advanced detection algorithms continuously monitor post-approval activity for anomalies, including unusual purchase patterns or attempts, leveraging device usage data like call and email volumes to contextualize risks without compromising user . This infrastructure detects stolen cards through a blend of models and human verification, preventing illicit charges at the point of transaction. For developers, Apple provides APIs like App Attest and DeviceCheck to embed anti- measures directly into apps, verifying app integrity on-device and attesting to legitimate installations to counter tampering or cloned apps. These tools enable real-time checks against server-side signals, such as repeated failed authentications or anomalous user agents, reducing in-app purchase and subscription . Despite these protections, isolated incidents of apps evading initial reviews highlight ongoing challenges, though Apple's refund policies allow users to report and reverse unauthorized charges promptly. Overall, the system's emphasis on proactive blocking over reactive remediation has sustained low rates relative to transaction volume, as evidenced by the cumulative prevented losses.

Privacy Safeguards

Apple's App Store implements privacy safeguards primarily through its mandatory app process, which evaluates every submitted app and update for compliance with standards before approval. This human , supplemented by automated checks, assesses whether apps adhere to guidelines prohibiting unauthorized , excessive tracking, or misleading claims, with rejections issued for violations such as unprompted access to sensitive user data. A key feature introduced on December 14, 2020, consists of App Privacy labels, which require developers to self-disclose practices, including types of data accessed (e.g., , , or financial ), purposes (e.g., app functionality or third-party ), and sharing with third parties. These labels, displayed prominently in app product pages, categorize data usage into linked (to user identity) or non-linked practices and are intended to enable informed user choices, though enforcement relies on developer honesty without routine independent audits by Apple. Complementing labels, the App Store enforces App Tracking Transparency (ATT) framework since iOS 14.5 in April 2021, mandating explicit user opt-in prompts before apps or ad networks can track users across apps or websites for or measurement purposes, reducing pervasive cross-app . Apps failing to implement ATT correctly face rejection, as seen in guideline 5.1.2 violations. Additionally, manifests—XML files detailing data usage—must accompany submissions to declare entitlements like network access or user tracking, facilitating automated detection of discrepancies during review. Despite these mechanisms, enforcement has faced scrutiny for gaps, including reliance on self-reported labels that studies have found misaligned with actual app behaviors in up to 20-30% of cases, such as undeclared data transmission to trackers. A analysis of over two million apps revealed widespread non-adherence to declared policies, suggesting limited post-approval monitoring and verification, which undermines claims of robust protection. Apple has responded by removing violating apps and blocking fraudulent transactions exceeding $7 billion from 2020-2023, but critics argue the closed prioritizes control over comprehensive auditing.

Quality Assurance Through Ratings

Users submit ratings on a scale of 1 to 5 stars for apps following downloads or usage, with optional written reviews providing qualitative feedback on performance, , and issues. These aggregate into a summary rating displayed on app product pages, influencing user decisions and app discoverability through algorithmic rankings and recommendations. High ratings, typically above 4 stars, correlate with increased visibility in search results and featured sections, as Apple's ranking factors include sustained positive user sentiment to prioritize reliable apps. Apple leverages ratings and reviews for ongoing by monitoring feedback for patterns indicating bugs, crashes, or violations, which can trigger human reviews or app removals independent of initial submission checks. Developers receive notifications for new reviews via App Store Connect and can respond publicly to address concerns, fostering iterative improvements; for instance, common complaints about stability in reviews have prompted updates in apps with declining scores. To enhance reliability, Apple introduced an LLM-based summarization tool in 2025 that condenses review volumes into key insights for users, aiding informed choices while highlighting prevalent strengths or flaws. The system incentivizes quality by tying app success to genuine user satisfaction: low ratings reduce downloads and revenue, pressuring developers to fix issues, with average App Store ratings hovering around 4.2 to 4.6 stars as of 2024-2025, reflecting a baseline of functional apps but exposing underperformers. However, manipulation risks persist, as fake or incentivized reviews violate Apple's guidelines under section 3.10, prohibiting paid or artificial boosting; Apple employs detection algorithms to remove such entries continuously, rejecting over 1.4 million apps in 2024 partly due to related fraud signals. Despite these measures, developers have reported persistent rating scams, underscoring enforcement challenges in a marketplace with millions of submissions annually.

Economic and Innovative Impact

Developer Earnings and Ecosystem Value

Since its launch in , Apple has paid out over $320 billion in cumulative proceeds to developers through the as of January 2023, encompassing revenue from app sales, in-app purchases, and subscriptions after Apple's commission. These payouts reflect developers' retention of 70% to 85% of qualifying digital revenue, depending on participation in programs like the , which applies a 15% rate to the first $1 million in annual earnings for eligible developers. In 2024, the platform facilitated $1.3 trillion in global developer billings and sales, a figure derived from a study commissioned by Apple that includes both digital transactions subject to commissions and external such as physical booked via apps. This economic scale underscores the App Store's role in enabling developer monetization, with U.S.-based activity alone reaching $406 billion in billings and sales for 2024, nearly tripling from $142 billion in 2019. Over 90% of these billings involved no Apple commission, primarily from apps facilitating off-platform payments like ride-sharing or deliveries, allowing developers to retain full proceeds from such streams while leveraging user trust and discoverability. Apple's commission on digital goods—estimated at over $10 billion from U.S. App Store activity in 2024—funds , but critics argue it extracts value without proportional risk-sharing, though developers benefit from zero upfront distribution costs and global reach to over 1 billion active devices. The broader ecosystem value manifests in multiplier effects, with the catalyzing ancillary economic activity; for instance, the 2024 global facilitation of $1.3 trillion equates to sustained growth from $514 billion in 2019, supporting sectors like gaming, , and services through standardized payment processing and user verification. Studies commissioned by Apple, conducted by firms like , attribute this to enhanced developer and , though such estimates may overstate net contributions by not fully accounting for platform dependency risks or alternative distribution channels. Independent analyses confirm the App Store's dominance in premium app revenue, where iOS developers often earn 2-3 times more per user than on Android due to higher consumer and lower rates. This value creation has sustained a developer base exceeding 5 million registered accounts, fostering in app-native business models while concentrating economic power within Apple's controlled environment.

Catalyzed Innovations and Market Effects

The , launched on July 10, 2008, established a centralized digital marketplace that democratized for devices, enabling developers to reach over a billion users globally without reliance on physical retail or fragmented channels. This infrastructure facilitated rapid iteration and scaling, as integrated tools for payments, updates, and discovery reduced , allowing independent creators to monetize ideas that might otherwise remain siloed. By , the had generated nearly $1.3 trillion in developer billings and sales worldwide, underscoring its role in amplifying economic activity across sectors. Key innovations emerged in mobile-first paradigms, such as ride-sharing via apps like , which debuted its version in 2009 and leveraged the platform's location services and push notifications to disrupt traditional transportation. Similarly, photo-sharing applications like , launched in 2010, capitalized on the App Store's viral distribution mechanics to evolve from niche tools into multimedia ecosystems, influencing social networking norms. The platform spurred advancements in (AR) through frameworks like ARKit introduced in 2017, enabling apps for spatial computing in education and retail, and health monitoring via integrations with Apple Health, which by 2020 supported data from third-party wearables and fostered precision wellness tools. These developments were causally linked to the App Store's standardized APIs and review process, which incentivized high-quality, device-optimized software over fragmented alternatives. Market effects included a surge in app diversity and revenue concentration, with the App Store capturing approximately 67% of global mobile app revenue in 2024, driven by iOS users' higher spending propensity compared to Android ecosystems. This dominance accelerated the shift to subscription models and in-app purchases, generating $406 billion in U.S. developer billings and sales alone that year, much of it in non-commissioned physical goods transactions. The ecosystem's growth supported over 15 years of steady expansion, even amid economic fluctuations, by nurturing small developers—90% of whom are outside the top 10 countries by GDP—and fostering categories like gaming, which accounted for substantial shares of downloads and monetization. However, this centralization also concentrated economic power, with Apple's 15-30% commissions influencing pricing dynamics and potentially deterring certain experimental ventures, though empirical data shows net positive scaling for successful innovators. In comparative terms, the App Store's curated model contrasted with open alternatives by prioritizing and , which empirically correlated with higher user trust and , as evidenced by sustained growth in active devices and app sessions. This environment catalyzed cross-industry effects, such as integrations that boosted small business sales and productivity apps that enhanced capabilities post-2020. Overall, the platform's architecture proved instrumental in transforming smartphones into extensible hubs, with downstream effects rippling into hardware demands and ancillary markets like accessory development.

Comparative Advantages Over Open Alternatives

Apple's App Store maintains a closed distribution model, requiring all apps to undergo a rigorous review process before availability, which contrasts with the more permissive and third-party store options on open platforms like Android. This curation minimizes the proliferation of malicious software; empirical data indicates iOS devices account for only 1% of infections, compared to 47% for Android, attributable to Apple's stringent pre-distribution vetting that blocks apps with exploitative code or unauthorized data access. In open alternatives, such as , automated scanning supplemented by post-distribution reporting allows a higher volume of low-quality or risky apps to reach users, leading to fragmented experiences across device manufacturers. The App Store's review guidelines enforce standards for , , and , resulting in a where apps demonstrate higher consistency and reliability, as developers optimize for uniform hardware and software environments. This , involving over 500 reviewers who approve 90% of submissions within 24 hours, filters out deceptive practices like hidden trackers or excessive permissions, fostering greater user confidence than in open stores where apps can bypass equivalent scrutiny via . Developers report that this elevates overall app standards, reducing user frustration from crashes or incompatibilities prevalent in diverse Android implementations. Economically, the App Store's controlled environment correlates with superior revenue generation for developers, generating $85.1 billion in 2023—outpacing despite iOS's smaller global —due to iOS users' higher propensity to purchase apps and in-app content, spending 2-3 times more than Android counterparts. Open alternatives fragment through varied billing systems and risks from , whereas Apple's unified payment infrastructure and 94% user retention rate sustain a premium user base willing to invest in verified offerings. Privacy benefits stem from the App Store's mandatory disclosures and runtime protections, such as App Tracking Transparency, which limit pervasive third-party tracking more effectively than in open ecosystems where apps from unvetted sources evade similar mandates. While studies show neither platform dominates across all privacy metrics, iOS apps exhibit reduced advertising identifier sharing, enhancing causal protections against in a curated store versus the broader exposure in Android's permissive distribution. This structured oversight ensures apps align with platform-enforced policies, reducing unauthorized data flows compared to alternatives reliant on user vigilance against sideloaded threats.

Controversies and Criticisms

Content Moderation and App Removals

Apple's App Store employs via the App Review Guidelines, enforced by human reviewers who evaluate submissions for compliance before approval and monitor post-launch reports for ongoing violations. Guideline 1.1 prohibits objectionable content, defined as material that is offensive, insensitive, defamatory, discriminatory, excessively violent, pornographic, or misleading, including false information or content profiting from recent tragedies. Violations under this guideline have led to rejections or removals, such as apps promoting illegal weapons or realistic violence portrayals. For apps featuring (UGC), Guideline 1.2 mandates developers implement automated and human filtering for objectionable material, user reporting and blocking mechanisms, and responses to complaints within 24 hours, alongside clear contact information. Apps primarily facilitating , , threats, or risk outright removal, regardless of filtering efforts. Non-compliance, such as inadequate of abusive users or failure to remove flagged content promptly, results in app suspension or expulsion from the store. Notable removals illustrate enforcement rigor amid controversies. On January 9, 2021, Apple suspended the app after determining it failed to moderate user posts inciting violence, particularly following the U.S. Capitol riot on January 6; Apple issued a 24-hour for improved moderation, which Parler did not meet. Critics, including Parler's developers, contended the removal reflected selective enforcement against conservative-leaning platforms, as Parler positioned itself as an alternative to mainstream with laxer content rules. More recently, on October 22, 2025, Apple removed the dating review apps and TeaOnHer for breaching Guidelines 1.2 (UGC moderation failures), 5.1.2 (unpermitted ), and 5.6 (legal violations), following reports of unmoderated user reviews enabling and a prior data leak. Similarly, on October 3, 2025, the ICEBlock app, which allowed users to report and Customs Enforcement agent sightings, was pulled after a U.S. Department of Justice request cited risks to safety; Apple complied, prompting divided reactions with some conservatives praising the move and others decrying it as yielding to government pressure. These cases highlight Apple's discretion in interpreting guidelines, often in response to external complaints or legal pressures, though the company maintains removals prioritize user safety and legal compliance over ideological alignment. Developers facing removal can , but success requires demonstrating guideline adherence, as seen with Parler's eventual reinstatement after implementing tools.

Allegations of Censorship and Bias

Apple has faced repeated accusations of censorship through its App Store moderation policies, particularly for selectively enforcing content guidelines that prohibit "objectionable" material, including hate speech, violence incitement, or illegal activities, leading critics to claim ideological bias against conservative or dissenting viewpoints. These allegations intensified after high-profile app removals, where Apple cited violations of its developer guidelines, but detractors argued the actions reflected pressure from political entities or a pattern of suppressing right-leaning platforms while tolerating similar content on others. Apple has consistently defended its decisions as neutral enforcement to maintain a "safe and trusted" environment, rejecting claims of bias. A prominent case occurred on January 9, 2021, when Apple removed the social media app from the , following the U.S. Capitol riot on January 6, citing insufficient moderation of user-generated posts that glorified violence, promoted , or targeted ethnic groups. , marketed as a free-speech alternative to mainstream networks, had attracted users banned from and for such content; Apple gave 24 hours to implement better safeguards, but removal ensued after non-compliance. Conservatives, including Parler's CEO, decried this as partisan , noting Parler's popularity among Trump supporters and Apple's tolerance for apps with left-leaning activism that evaded comparable scrutiny. Similar claims arose in 2017 when Apple rejected the Gab app, a platform positioning itself against perceived censorship on , alleging political double standards favoring anti-Trump content. Gab's developers argued Apple's review process applied stricter criteria to their conservative-leaning user base than to apps promoting opposing ideologies. In 2019, Apple removed the HKmap.live app used by pro-democracy protesters to track police locations, shortly after Chinese criticism, prompting accusations of yielding to authoritarian demands over free expression. Apple justified the removal as a violation of guidelines against facilitating illegal evasion of , but critics highlighted the timing and Apple's prior removals of VPN apps in that bypassed government firewalls. More recently, in December 2024, Apple complied with Russian regulators by removing independent journalistic apps from its Russian , including those from outlets like and , to avoid a broader platform ban; condemned this as complicity in state . In October 2025, Apple removed ICEBlock and similar apps that crowdsourced U.S. Immigration and Customs Enforcement agent sightings, following pressure from the Trump administration's Department of Justice, which cited safety risks to officers; developers and legal experts viewed this as enabling government overreach, though it contrasted with prior bias narratives by targeting immigrant advocacy tools. Elon Musk has amplified bias allegations, accusing Apple in 2022 of threatening Twitter's App Store presence over content moderation disputes and, in August 2025, claiming manipulated rankings favoring OpenAI's ChatGPT over xAI's Grok chatbot, potentially stifling competition. Apple refuted these as baseless, asserting its App Store operates "free and fair of bias" via objective algorithmic and human review processes. Critics, including Musk, point to Apple's 30% commission and closed ecosystem as tools for gatekeeping, exacerbating perceptions of uneven application where apps aligned with progressive causes face lighter scrutiny. These incidents have fueled broader debates on whether Apple's moderation reflects genuine safety priorities or yields to external political pressures, with empirical patterns suggesting compliance varies by regime influence rather than consistent ideological favoritism.

Antitrust and Monopoly Claims

Developers and regulators have accused Apple of monopolistic practices in the by maintaining exclusive control over app distribution and in-app purchases, imposing a standard 30% commission on transactions, and restricting alternatives like or third-party payment systems. These claims assert that such policies stifle , inflate costs for consumers and developers, and leverage Apple's dominance in the premium segment, where holds approximately 55% in the United States. Apple counters that its closed enhances security and privacy, with experiencing far fewer incidents than open platforms like Android, and that users voluntarily select iPhones aware of these trade-offs, evidencing no coercive monopoly power. In the United States, challenged Apple's practices in a 2020 lawsuit after Apple removed from the for bypassing the commission via direct payments. A 2021 federal ruling found Apple not liable under antitrust on nine of ten counts, determining it did not hold monopoly power in a properly defined mobile gaming transaction market, but violated California's Unfair Competition by prohibiting developers from directing users to external payment options (anti-steering provisions). The issued an allowing such links, though Apple implemented a 27% "core technology fee" on external purchases, which a May 2025 ruling deemed a willful violation of the order, mandating further reforms effective immediately. Appeals largely upheld the district 's findings, affirming Epic's contract breach but rejecting broader monopoly allegations. The U.S. Department of Justice, joined by 16 states, filed a civil antitrust suit against Apple on March 21, 2024, alleging of markets through restrictions that block super apps, cloud streaming services, third-party digital wallets, and cross-platform messaging . The complaint focuses on a narrower "performance smartphones" market, claiming Apple's policies suppress innovation and entrench its position, with ongoing effects like suppressed competition in repair services and subscriptions. Apple moved to dismiss in August 2024, arguing improper market definition and lack of evidence of anticompetitive harm; the motion was denied on June 30, 2025, allowing the case to proceed to . Internationally, the European Union's (DMA), effective March 2024, designated Apple a , requiring it to permit , alternative app marketplaces, and browser choice on devices in the EU. Apple complied via 17.4, introducing notarization for sideloaded apps and a 17% commission plus 27% core technology fee for off-store transactions, but the issued a preliminary breach finding in June 2024, citing continued rules that undermine DMA obligations like steering and external linking. Similar requirements extended to in April 2024. In the UK, a ruled in October 2025 that Apple abused its dominant position by overcharging developers on commissions from October 2015 to December 2020, potentially facing fines up to £1.5 billion. A Chinese antitrust complaint filed in October 2025 similarly targets the 30% commission and iOS exclusivity. These actions reflect broader regulatory skepticism, though empirical evidence of monopoly remains contested, as global smartphone shipments show Android commanding over 70% share, with iOS alternatives available via platform choice rather than exclusionary conduct.

United States Litigation

In August 2020, filed a against Apple in the United States District Court for the Northern District of , alleging that Apple's App Store practices violated federal antitrust laws under the Sherman Act and 's Unfair Competition Law (UCL) by imposing a 30% commission on in-app purchases and prohibiting alternative payment methods. Epic deliberately breached App Store guidelines by implementing direct payments in its game, prompting Apple to remove the app, which Epic claimed exemplified anticompetitive foreclosure. Following a in May 2021, U.S. District Judge ruled in September 2021 that Apple did not hold monopoly power in the app distribution market and thus did not violate federal antitrust laws, but found the anti-steering provisions—barring developers from directing users to external payment options—unlawful under 's UCL. The court issued a permanent requiring Apple to permit developers to include links or buttons directing users to external purchasing mechanisms, though Apple retained the right to charge a commission on such transactions. Apple implemented the by allowing external links but introduced a 27% commission on purchases made within seven days of a link click, which Epic contested as a willful violation. The Ninth Circuit Court of Appeals affirmed the district court's ruling in April 2023, upholding the finding of no federal antitrust liability while endorsing the UCL violation and . The U.S. denied Epic's petition for in January 2024, leaving the decision intact. In April 2025, Judge Gonzalez Rogers found Apple in for non-compliance, ruling that the 27% fee and related restrictions effectively undermined the 's intent to enable . As of October 2025, Apple appealed to the Ninth Circuit seeking to reverse the and lift restrictions, arguing the changes harm its without proven consumer benefits. On March 21, 2024, the U.S. Department of Justice (DOJ), joined by 16 state attorneys general, initiated a civil antitrust against Apple in the U.S. District Court for the District of , accusing the company of monopolizing the market through policies that allegedly stifle competition, including mandatory use of Apple's , restrictions on third-party app stores, and suppression of alternative technologies like cloud streaming and cross-platform messaging. The complaint claims these practices enable Apple to extract supracompetitive 30% commissions, harming developers and consumers by inflating prices and limiting choices, with the DOJ seeking remedies such as prohibiting Apple from requiring apps to use its in-app and blocking super apps or rival storefronts. The case remains ongoing as of October 2025, with no trial date finalized, though it builds on prior scrutiny of Apple's ecosystem control without the benefit of the Epic ruling's monopoly exoneration. Several class-action lawsuits have also targeted Apple's App Store. In May 2025, developers and users filed a class action alleging Apple violated the Epic injunction through restrictive fees, seeking damages for overcharges. Another consumer class action, claiming App Store commissions drive higher app prices for iPhone users, is scheduled for trial in February 2026. These suits echo broader allegations of anticompetitive harm but face hurdles from courts' prior determinations that Apple's practices, while restrictive, do not constitute illegal monopolization under federal law.

European Union Regulations

The European Union's Digital Markets Act (DMA), enforced from March 2, 2023, designates large digital platforms as "gatekeepers" to promote competition by prohibiting unfair practices such as self-preferencing and restricting third-party access. Apple was designated a gatekeeper on September 5, 2023, with respect to its iOS operating system, App Store, and Safari browser, subjecting the App Store to obligations including allowing users to install apps from alternative marketplaces (sideloading), permitting developers to use external payment systems without anti-steering restrictions, and ensuring fair access to core technologies. Non-compliance carries fines up to 10% of global annual turnover, escalating to 20% for repeated violations, with periodic penalty payments possible during investigations. Apple's initial compliance efforts, implemented in iOS 17.4 on March 7, 2024—the DMA's deadline—included enabling EU users to sideload apps via approved third-party marketplaces and link to external payments, but retained developer fees such as a 17% commission on App Store-processed in-app purchases and a "Core Technology Fee" of €0.50 per annual install beyond the first million. The opened non-compliance probes on March 25, 2024, focusing on Apple's anti-steering rules, which it argued prevented developers from informing users about cheaper external purchase options, and issued preliminary breach findings on June 23, 2024, asserting these rules violated DMA Article 5(4) by limiting competition in app distribution and payments. On April 23, 2025, the Commission ruled Apple non-compliant with anti-steering obligations, imposing a €500 million fine, as the company's design choices—such as requiring developer approval for external links and imposing notarial-like verification—effectively undermined developers' ability to steer users away from Apple's higher-fee system. In response, Apple adjusted App Store policies on June 26, 2025, reducing processing fees to 20% (or 13% for small businesses) for certain transactions and easing some restrictions to avert further penalties, changes the Commission signaled acceptance of by July 2025 to halt potential daily fines. Apple has contended that DMA-mandated and alternative distribution elevate cybersecurity risks for users, citing potential increases in exposure and data threats from unvetted apps and payment systems, with the company reporting no significant uptick in alternative adoption by September 2025 due to these concerns. Separate from DMA enforcement, the Commission fined Apple €1.84 billion on March 4, 2024, under general antitrust rules for abusing its distribution dominance by blocking music streaming developers from informing users of cheaper web-based alternatives between 2011 and 2018. These measures reflect the 's broader aim to dismantle control over app ecosystems, though Apple's implementations prioritize device integrity, potentially limiting the reforms' competitive impact.

Global Challenges and Outcomes

In India, the (CCI) determined in July 2024 that Apple abused its dominant position in the app distribution market by mandating use of its for downloads and proprietary payment systems, thereby restricting competition from alternative channels and billing methods. The probe, triggered by complaints from developers including , scrutinized Apple's control over sideloading and in-app purchases, alleging it foreclosed rivals despite holding about 4% market share in India's smartphone ecosystem dominated by Android. As of October 2025, Apple faces ongoing CCI proceedings, including a review of its 30% commission fees challenged by for potentially stifling app growth, with potential remedies like mandated alternative payment options under consideration but no penalties levied yet. Australia's Federal Court ruled on August 12, 2025, that Apple contravened section 46 of the Competition and Consumer Act by misusing through App Store policies that prohibited alternative app distribution and payments, in a lawsuit filed by . The decision highlighted Apple's guidelines on app reviews and in-app billing as , differing from U.S. precedents by applying Australia's broader "effects-based" antitrust test rather than requiring proof of monopoly power. Outcomes remain pending, including possible injunctions to permit or third-party stores, though Apple has appealed, arguing its practices enhance user security without demonstrable consumer harm. In the United Kingdom, the Competition and Markets Authority (CMA) launched a market investigation into mobile ecosystems in 2024, focusing on Apple's App Store rules governing app curation, payments, and sideloading as potential inhibitors of innovation. By October 2025, the CMA signaled readiness to impose remedies, such as requiring Apple to allow third-party app stores or reduce payment exclusivity, citing evidence of reduced developer choice and higher costs passed to consumers. No final interventions have occurred, but the probe aligns with broader CMA concerns over "walled gardens" in iOS, potentially leading to structural changes if Apple's voluntary adjustments prove insufficient. South Korea's 2021 amendment to the Telecommunications Business Act explicitly banned app store operators from requiring proprietary payments, prompting Apple to permit developers to include external links for purchases by June 2022, albeit with a 26-27% commission on redirected transactions. This compliance averted immediate fines but sparked developer lawsuits alleging the fees circumvent the law's intent, with limited of increased competition or lower prices as of 2025. In , the Commission's 2021-2023 study into app store practices concluded without formal charges, though it urged voluntary reforms; no binding outcomes have materialized despite ongoing monitoring. These global actions have yielded mixed results, with Apple implementing partial concessions like link-outs in affected markets to mitigate risks, while contesting claims that its model harms given iOS's opt-in user base and benefits. Regulators often cite developer testimonies and theoretical effects, but Apple's defenses emphasize sustained iOS adoption rates—over 2 billion active devices worldwide—and absence of widespread consumer complaints, underscoring debates over whether high commissions reflect value provided or extractive dominance.

References

  1. https://www.apple.com/newsroom/2018/07/app-store-turns-10/
  2. https://www.apple.com/newsroom/2025/06/global-app-store-helps-developers-reach-new-heights/
  3. https://www.businessofapps.com/data/apple-app-store-statistics/
  4. https://law.justia.com/cases/federal/appellate-courts/ca9/21-16506/21-16506-2023-04-24.html
  5. https://www.reuters.com/legal/transactional/apple-asks-us-appeals-court-lift-app-store-restrictions-epic-games-case-2025-10-21/
  6. https://www.forbes.com/sites/markrogowsky/2014/07/11/app-store-at-6-how-steve-jobs-biggest-blunder-became-one-of-apples-greatest-strengths/
  7. https://appleinsider.com/articles/18/07/10/the-revolution-steve-jobs-resisted-apples-app-store-marks-10-years-of-third-party-innovation
  8. https://medium.com/macoclock/the-birth-of-the-app-store-5bf0afb8c73c
  9. https://www.apple.com/newsroom/2008/03/12iPhone-SDK-Downloads-Top-100-000/
  10. https://www.macstories.net/stories/10-years-of-app-store-a-timeline-of-changes/
  11. https://www.youtube.com/watch?v=xo9cKe_Fch8
  12. https://appleinsider.com/articles/18/07/05/apple-details-history-of-app-store-on-its-10th-anniversary
  13. https://www.apple.com/newsroom/2008/07/14iPhone-App-Store-Downloads-Top-10-Million-in-First-Weekend/
  14. https://techcrunch.com/2009/04/23/apples-app-store-1-billion-served/
  15. https://www.wired.com/2013/07/five-years-of-the-app-store/
  16. https://www.fierce-network.com/special-report/ten-billion-downloads-and-counting-history-apple-s-app-store-and-its-all-time-top
  17. https://www.macstories.net/news/a-decade-on-the-app-store-from-day-one-through-today/
  18. https://appradar.com/blog/app-stores-history
  19. https://www.cnet.com/tech/mobile/apple-expanding-app-store-to-20-more-countries-including-afghanistan-and-iraq/
  20. https://www.bloomberg.com/news/articles/2025-10-21/apple-s-fight-with-epic-over-opening-app-store-returns-to-court
  21. https://www.wired.com/story/apple-epic-defeat-app-store-victory/
  22. https://www.nytimes.com/2025/04/30/technology/apple-epic-app-store-ruling.html
  23. https://www.stash.gg/blog/game-developers-guide-to-app-store-regulations
  24. https://www.apple.com/legal/dma/
  25. https://developer.apple.com/support/dma-and-apps-in-the-eu/
  26. https://www.apple.com/newsroom/2025/09/the-digital-markets-acts-impacts-on-eu-users/
  27. https://ec.europa.eu/commission/presscorner/detail/en/ip_25_1085
  28. https://www.cnbc.com/2025/06/26/apple-eu-500-million-euro-app-store.html
  29. https://www.reuters.com/sustainability/boards-policy-regulation/apple-loses-uk-lawsuit-over-app-store-commissions-2025-10-23/
  30. https://www.epicgames.com/site/en-US/news/apple-is-breaking-the-law-by-charging-fees-for-steering-imposing-restrictions-on-third-party-stores
  31. https://voice.lapaas.com/apple-2b-app-store-lawsuit-2025/
  32. https://developer.apple.com/develop/
  33. https://developer.apple.com/documentation/xcode-release-notes
  34. https://developer.apple.com/documentation/xcode-release-notes/xcode-16-release-notes
  35. https://developer.apple.com/swift/
  36. https://swift.org/
  37. https://developer.apple.com/documentation/uikit
  38. https://developer.apple.com/documentation/swiftui
  39. https://developer.apple.com/testflight/
  40. https://developer.apple.com/help/app-store-connect/test-a-beta-version/testflight-overview/
  41. https://developer.apple.com/documentation/xcode/distributing-your-app-for-beta-testing-and-releases
  42. https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/overview-of-submitting-for-review/
  43. https://developer.apple.com/app-store/review/guidelines/
  44. https://developer.apple.com/app-store/submitting/
  45. https://developer.apple.com/distribute/app-review/
  46. https://www.mobiloud.com/blog/avoid-app-rejected-apple
  47. https://adapty.io/blog/app-store-rejection/
  48. https://onemobile.ai/common-app-store-rejections-and-how-to-avoid-them/
  49. https://thisisglance.com/learning-centre/what-are-the-main-reasons-apps-gets-rejected
  50. https://www.techtransparencyproject.org/articles/apple-censoring-its-app-store-china
  51. https://www.businessinsider.com/apple-iceblock-app-big-tech-power-censorship-donald-trump-bondi-2025-10
  52. https://www.cjr.org/the_media_today/apple_appstore_china_censorship.php
  53. https://ncac.org/news/blog/does-apples-strict-app-store-content-policy-limit-freedom-of-expression
  54. https://developer.apple.com/distribute/
  55. https://developer.apple.com/app-store/
  56. https://developer.apple.com/help/app-store-connect/create-an-app-record/add-platforms/
  57. https://help.apple.com/xcode/mac/current/en.lproj/devac02c5ab8.html
  58. https://developer.apple.com/documentation/xcode/distributing-your-app-to-registered-devices
  59. https://technimo.helpshift.com/hc/en/3-ireal-pro/faq/18-app-store-ios-vs-mac-app-store-macos/
  60. https://www.apple.com/app-store/developing-for-the-app-store/
  61. https://developer.apple.com/app-store/small-business-program/
  62. https://appleinsider.com/articles/23/01/08/the-cost-of-doing-business-apples-app-store-fees-explained
  63. https://developer.apple.com/app-store/subscriptions/
  64. https://www.apple.com/newsroom/2020/11/apple-announces-app-store-small-business-program/
  65. https://dev.to/surhidamatya/understanding-app-store-fees-2l9d
  66. https://www.cnbc.com/2021/09/05/history-of-apple-giving-ground-on-app-store-rules.html
  67. https://developer.apple.com/in-app-purchase/
  68. https://developer.apple.com/app-store/business-models/
  69. https://www.apple.com/newsroom/2011/02/15Apple-Launches-Subscriptions-on-the-App-Store/
  70. https://developer.apple.com/help/app-store-connect/manage-subscriptions/manage-pricing-for-auto-renewable-subscriptions/
  71. https://developer.apple.com/design/human-interface-guidelines/in-app-purchase
  72. https://support.apple.com/guide/iphone/see-your-purchases-and-subscriptions-iph4e3e7324f/ios
  73. https://commlawgroup.com/2025/major-app-store-policy-changes-following-recent-epic-v-apple-ruling/
  74. https://techcrunch.com/2025/05/02/apple-changes-us-app-store-rules-to-let-apps-redirect-users-to-their-own-websites-for-payments/
  75. https://www.reuters.com/sustainability/boards-policy-regulation/apple-loses-bid-pause-app-store-reform-order-epic-games-case-2025-06-04/
  76. https://www.strategicrevenue.com/court-ends-apples-monopolistic-app-store-payment-practices/
  77. https://www.moneycontrol.com/technology/apple-returns-to-court-in-ongoing-fortnite-app-store-dispute-article-13631910.html
  78. https://developer.apple.com/security/complying-with-the-dma.pdf
  79. https://ec.europa.eu/commission/presscorner/detail/en/ip_24_3433
  80. https://foresightvaluation.com/compliance-theater-apples-eu-challenge-with-app-store-developer-fee/
  81. https://completemusicupdate.com/another-blow-for-apples-in-app-payments-as-company-loses-1-5-billion-competition-lawsuit/
  82. https://www.reuters.com/sustainability/boards-policy-regulation/apple-hit-with-eu-antitrust-complaint-over-app-store-terms-2025-10-22/
  83. https://www.businessofapps.com/data/app-stores/
  84. https://www.statista.com/statistics/1020996/distribution-of-free-and-paid-ios-apps/
  85. https://developer.apple.com/app-store/categories/
  86. https://sensortower.com/blog/the-ios-developers-guide-to-apple-app-store-categories
  87. https://developers.apptweak.com/reference/app-store-categories
  88. https://developer.apple.com/documentation/appstoreconnectapi/app-categories
  89. https://www.apple.com/app-store/
  90. https://www.tekrevol.com/blogs/apple-app-store-statistics/
  91. https://www.apptunix.com/blog/apple-app-store-statistics/
  92. https://sqmagazine.co.uk/app-store-statistics/
  93. https://techcrunch.com/2025/05/08/appfigures-apple-made-over-10b-from-us-app-store-comissions-last-year/
  94. https://www.apple.com/newsroom/2025/05/app-store-in-the-us-facilitated-406-billion-usd-in-developer-billings-and-sales-in-2024/
  95. https://www.statista.com/statistics/654450/annual-apple-app-store-ios-developer-payout/
  96. https://www.businessofapps.com/data/most-popular-apps/
  97. https://www.statista.com/statistics/250862/unique-visitors-to-the-most-popular-mobile-apps-in-the-us/
  98. https://www.netguru.com/blog/mobile-app-user-engagement-metrics
  99. https://developer.apple.com/help/app-store-connect/view-app-analytics/view-app-metrics/
  100. https://app.sensortower.com/top-charts
  101. https://www.apple.com/newsroom/2025/05/the-app-store-prevented-more-than-9-billion-usd-in-fraudulent-transactions/
  102. https://www.apple.com/newsroom/2024/05/app-store-stopped-over-7-billion-usd-in-potentially-fraudulent-transactions/
  103. https://support.apple.com/guide/security/about-app-store-security-secb8f887a15/web
  104. https://www.apple.com/legal/privacy/data/en/app-store/
  105. https://developer.apple.com/videos/play/wwdc2021/10244/
  106. https://support.apple.com/en-us/122712
  107. https://techcrunch.com/2020/12/14/apple-launches-its-new-app-privacy-labels-across-all-its-app-stores/
  108. https://developer.apple.com/app-store/app-privacy-details/
  109. https://www.expressvpn.com/blog/apple-privacy-labels-trust/
  110. https://stackoverflow.com/questions/67351633/app-store-rejection-guideline-5-1-2-legal-privacy-data-use-and-sharing
  111. https://www.apple.com/privacy/features/
  112. https://pmc.ncbi.nlm.nih.gov/articles/PMC9698788/
  113. https://www.mdpi.com/2078-2489/15/9/551
  114. https://policyreview.info/articles/analysis/death-privacy-policies-how-app-stores-shape-gdpr-compliance-apps
  115. https://developer.apple.com/app-store/ratings-and-reviews/
  116. https://developer.apple.com/help/app-store-connect/monitor-ratings-and-reviews/ratings-and-reviews-overview/
  117. https://splitmetrics.com/blog/apple-app-store-ranking-factors/
  118. https://machinelearning.apple.com/research/app-store-review
  119. https://discussions.apple.com/thread/7480320
  120. https://techcrunch.com/2021/02/03/apple-urged-to-root-out-rating-scams-as-developer-highlights-ugly-cost-of-enforcement-failure/
  121. https://www.statista.com/statistics/235418/total-apple-app-store-ios-developer-payout/
  122. https://www.pymnts.com/apple/2025/apple-developers-paid-no-commission-90percent-2024-sales/
  123. https://www.reddit.com/r/apple/comments/1knyajr/appfigures_apple_made_over_10b_from_us_app_store/
  124. https://appleinsider.com/articles/25/06/05/app-store-contributed-13-trillion-to-global-economy-in-2024
  125. https://www.apple.com/newsroom/pdfs/2024-Apple-Global-Ecosystem-Report-June2025.pdf
  126. https://www.forrester.com/blogs/apples-real-innovation-and-responsibility-is-the-app-store/
  127. https://innospective.net/the-smartphone-revolution-why-the-app-store-was-more-important-than-the-iphone/
  128. https://www.tekrevol.com/blogs/android-vs-ios-statistics/
  129. https://www.apple.com/newsroom/pdfs/the-continued-growth-and-resilience-of-apples-app-store-ecosystem.pdf
  130. https://fadex.com.tr/the-impact-of-app-stores-on-modern-technology-and-consumer-behavior/
  131. https://cybernews.com/security/apple-store-vs-google-play-security-compared/
  132. https://www.getastra.com/blog/mobile/ios-vs-android-security/
  133. https://www.quora.com/What-are-some-advantages-of-releasing-your-app-through-the-Apple-Store-vs-Google-Play-and-vice-versa
  134. https://www.netguru.com/blog/iphone-vs-android-users-differences
  135. https://actualizatec.com/en/blog/google-play-vs-apple-store-comparison/
  136. https://sqmagazine.co.uk/iphone-vs-android-statistics/
  137. https://arxiv.org/pdf/2109.13722
  138. https://www.mcafee.com/learn/ios-vs-android-security/
  139. https://developer.apple.com/app-store/review/guidelines/#safety
  140. https://www.termsfeed.com/videos/apple-app-store-comply-ugc-requirements/
  141. https://www.theverge.com/2021/1/9/22221730/apple-removes-suspends-bans-parler-app-store
  142. https://www.cnbc.com/2021/01/09/apple-removes-parler-from-app-store-in-wake-of-us-capitol-riot.html
  143. https://techcrunch.com/2025/10/22/apple-confirms-it-pulled-controversial-dating-apps-tea-and-teaonher-from-the-app-store/
  144. https://www.nbcnews.com/news/us-news/apple-removes-iceblock-app-criticism-trump-administration-rcna235333
  145. https://www.foxbusiness.com/politics/conservatives-rally-around-apple-removing-ice-tracking-apps-protect-law-enforcement
  146. https://www.lawfaremedia.org/article/content-moderation-through-apple-app-store
  147. https://www.aol.com/apple-reinstates-parler-app-stands-162243674.html
  148. https://www.inc.com/salvador-rodriguez/gab-apple-inauguration.html
  149. https://www.bbc.com/news/articles/cn842x1v1n1o
  150. https://www.reuters.com/business/media-telecom/what-is-parler-why-has-it-been-pulled-offline-2021-01-12/
  151. https://deadline.com/2021/01/parler-banned-google-play-store-apple-1234667862/
  152. https://www.npr.org/2019/10/10/768841864/after-china-objects-apple-removes-app-used-by-hong-kong-protesters
  153. https://www.ideastream.org/2017-07-29/apple-accused-of-removing-apps-used-to-evade-censorship-from-its-china-store
  154. https://rsf.org/en/apple-s-complicity-russian-censorship-rsf-calls-tech-giant-refuse-compliance-regulators-do-not
  155. https://www.wired.com/story/apple-took-down-ice-tracking-apps-their-developers-arent-giving-up/
  156. https://www.businessinsider.com/elon-musk-threatens-major-apple-lawsuit-openai-app-store-ranking-2025-8
  157. https://www.engadget.com/ai/apple-says-the-app-store-is-fair-and-free-of-bias-in-response-to-musks-legal-threats-235555807.html
  158. https://medium.com/macoclock/elon-musk-vs-apple-the-legal-fight-that-highlights-app-store-vulnerabilities-b452ae600e77
  159. https://talk.macpowerusers.com/t/doj-sues-apple-over-iphone-monopoly/36675
  160. https://www.robinskaplan.com/newsroom/insights/summary-of-the-trial-decision-in-epic-games-v-apple-inc.
  161. https://www.congress.gov/crs-product/LSB11154
  162. https://www.reuters.com/sustainability/boards-policy-regulation/apple-loses-bid-dismiss-us-smartphone-monopoly-case-2025-06-30/
  163. https://www.macrumors.com/2025/10/23/apple-loses-uk-app-store-lawsuit/
  164. https://sqmagazine.co.uk/apple-antitrust-china-app-store/
  165. https://www.thecgo.org/wp-content/uploads/2022/11/Do-Claims-of-App-Store-Monopoly-Power-Have-Merit.pdf
  166. https://www.stash.gg/glossary/apple-vs-epic-games
  167. https://www.promarket.org/2025/08/12/what-do-the-epic-games-lawsuits-against-apple-and-google-say-about-the-dojs-apple-case/
  168. https://jlsp.law.columbia.edu/files/2024/10/Burgin.pdf
  169. https://www.reuters.com/sustainability/boards-policy-regulation/us-judge-rules-apple-violated-order-reform-app-store-2025-04-30/
  170. https://practiceguides.chambers.com/practice-guides/antitrust-litigation-2025/usa/trends-and-developments/O18280
  171. https://www.justice.gov/archives/opa/pr/justice-department-sues-apple-monopolizing-smartphone-markets
  172. https://www.theverge.com/24107581/doj-v-apple-antitrust-monoply-news-updates
  173. https://www.techtarget.com/whatis/feature/Apple-lawsuit-history-explained
  174. https://www.hbsslaw.com/press/apple-app-store-injunction-violation/apple-hit-with-class-action-lawsuit-for-app-store-injunction-violation-by-same-law-firm-that-secured-100m-ios-developer-win
  175. https://topclassactions.com/lawsuit-settlements/lawsuit-news/apple-class-action-lawsuit-and-settlement-news/judge-sets-february-2026-trial-date-in-apple-antitrust-class-action/
  176. https://phifinneymcdonald.com/action/apple-app-store-class-action/
  177. https://commission.europa.eu/strategy-and-policy/priorities-2019-2024/europe-fit-digital-age/digital-markets-act-ensuring-fair-and-open-digital-markets_en
  178. https://techpolicy.press/understanding-the-apple-and-meta-noncompliance-decisions-under-the-digital-markets-act
  179. https://www.lexology.com/library/detail.aspx?g=e8fbea13-8886-42c8-85c0-a37724ebaf38
  180. https://www.reuters.com/sustainability/boards-policy-regulation/apple-set-stave-off-daily-fines-eu-accept-app-store-changes-sources-say-2025-07-22/
  181. https://www.macfarlanes.com/what-we-think/102eli5/anti-steering-apple-faces-the-music-102jf64/
  182. https://itif.org/publications/2024/12/20/apple-vs-europe-battle-over-the-dma/
  183. https://www.reuters.com/technology/india-antitrust-probe-finds-apple-abused-position-apps-market-2024-07-12/
  184. https://invezz.com/news/2025/10/24/apple-faces-mounting-pressure-in-india-as-tinder-owner-match-challenges-app-store-fees/
  185. https://www.gtlaw.com.au/insights/epic-wins-cases-against-apple-and-google-in-australia
  186. https://www.mlex.com/mlex/articles/2379927/epic-games-australian-victory-casts-doubt-on-apple-s-global-defense-model
  187. https://www.macrumors.com/2025/10/22/apple-may-be-forced-to-open-app-store-in-uk/
  188. https://www.businessinsider.com/apple-app-store-antitrust-investigations-regulations-around-the-world-payments-2022-1
  189. https://iccwbo.org/wp-content/uploads/sites/3/2023/09/2023-ICC-Global-report-on-competition-enforcement-in-the-digital-economy-1.pdf
  190. https://www.forbes.com/sites/aldenabbott/2024/10/10/a-tale-of-two-app-stores/
Add your contribution
Related Hubs
User Avatar
No comments yet.