Dedicated to the best store experience for everyone.

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

Viber is one of the most popular cross-platform messaging and VoIP (voice over Internet protocol) platforms in the world, with over 1 billion registered users. Mac users can use a desktop Viber app to save time when messaging and making calls. The App Store has also helped millions of people with great ideas easily learn how to code, create and distribute them in 155 countries. Since the launch of the App Store, an entire industry has been built around app design and development, generating over 1,500,000 US.

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

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

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

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

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

We review every app and every update.

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

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

Weekly app reviews.

reviewed

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

approved

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

rejected

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

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

We give developers a platform. And flexibility.

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

We work hard to make it easy and compelling for developers to develop apps for the 1 billion App Store customers around the world. We now have 20 million developers in our Apple Developer Programme, with thousands of them delivering groundbreaking new services, new experiences and even entirely new business categories.

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

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

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

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84 per cent of apps are free and developers pay nothing to Apple.

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

Free

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

Example apps

Google Translate
LEGO® Life
Bitmoji
Wikipedia

Free with advertising

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

Example apps

BuzzFeed
Instagram
Pinterest
Twitter

Free with in-app purchase

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

Example apps

Candy Crush Saga
Clash of Clans
Skype
Twitch

Free with physical goods and services

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

Example apps

Airbnb
Amazon
Deliveroo
Trainline

Free with subscription

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

Example apps

Bumble
Calm
Lifesum
1Password

Paid

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

Example apps

CARROT Weather
Facetune
Donut County
Monument Valley 2

Reader

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

Example apps

Amazon Kindle
Audible
Netflix
Spotify

Cross-platform

These are apps that offer digital goods and services for sale within an app and als