iOS 11 beta

The All-New App Store

The App Store first launched nine years ago. And today, with over two million apps that transform the way we work, learn, and play, it’s the best app platform in the world. Now the App Store has been redesigned from the ground up to provide a beautiful place to showcase amazing apps and to help customers discover new favorites.

Today — It All Starts Here

The Today tab is a daily destination with original stories from our editors around the world, featuring exclusive premieres, new releases, a fresh look at our all-time favorites, an App of the Day, a Game of the Day, and more. Stories share Apple’s unique perspective on apps and games and how they impact our lives, using artwork, videos, and developer quotes to bring your apps to life.

If your app has a unique story that our editorial team should know about, learn more.

A Fresh Take on Games and Apps

The all-new App Store is now also the world’s best game store, with dedicated experiences for Games and Apps, that inform and engage customers through recommendations on new releases and updates, videos, top charts, and handpicked collections and categories.

A Deeper Product Page Experience

Product pages now offer more opportunities to showcase your apps with additional app previews, localization, and new text fields. Show more of your user experience with up to three app previews that autoplay, so customers can quickly see how your app works or watch what it’s like to play your game. You can also localize all of your app previews and screenshots.

The new subtitle field allows you to convey your app’s essence and unique qualities in a few words, and promotional text lets you share the latest news about your app, such as timely marketing messages, limited-time events, and announcements of new content.

To start preparing your apps, see Making the Most of Your Product Page.

Promoting In-App Purchases

Now customers can browse in-app purchases directly on the App Store and start a purchase even before downloading your app, helping your app’s content gain exposure. You can promote up to 20 in-app purchases, including subscriptions, on your app's product page. They can also appear in search results and may be featured by our editorial team.

To start preparing your apps, see Promoting Your In-App Purchases.