Discovery on the All-New App Store

The App Store showcases your amazing apps and helps customers find new favorites. It’s also where our editors share stories about inspiring developers and their incredible work. Find out how customers can discover your apps on the App Store on iOS 11, and learn how our editors select apps and developers to feature.

Today Tab

The Today tab features exclusive premieres, new releases, and fresh looks at our all-time favorites. It offers tips and how-to guides to help customers use apps in innovative ways, showcases interviews with inspiring developers, and gives influencers and celebrities a place to share their favorite apps and games. Stories on Today can also include a Game of the Day and an App of the Day. Customers can scroll through the Today tab to see several days of stories.

Games and Apps Tabs

The App Store features separate tabs for games and apps. Each includes editorial recommendations, curated collections, top charts, and selected in-app purchases — which customers can start buying directly on the App Store. Customers can browse categories on each tab to discover new apps. Both tabs also feature app previews and highlight videos that autoplay with muted audio as customers scroll through the tabs.