The App Store.
A whole new design.
A whole new perspective.

Since the App Store launched nine years ago, millions of apps have been downloaded billions of times. And we’ve used all that we’ve learned to redesign the App Store from the ground up. Inside are must-read stories, expert recommendations, carefully crafted lists, helpful how-tos, and new ways to find your next favorite app or game. This is the biggest thing to come to the App Store — since apps.


Designed for discovery.

There’s nothing like finding a new app that transforms how you work or play. With new tabs, it’s easier than ever to discover the next app or game you can’t live without. Each tab is filled with content to keep you informed, engaged, and inspired.

Thoughtfully crafted. Expertly curated.

Keeping up with all the great apps that debut every week is a full-time job. That’s why we have a team of full-time editors around the world with a unique perspective and a passion for what’s next. So you’ll see what’s bubbling up in app culture.

Our next chapter starts with a new page.

The app product page has been redesigned to focus on the details you need when deciding what to download. From more videos to rankings and reviews, we’ve got loads of ways to help you pick the app that’s right for you.

Chart Position

If an app or game is on the Top Charts, you’ll see the ranking on its app page. So you know how popular it is right now.

More Videos

Videos. Videos. Videos. We’ve tripled the number of videos on each app page, so you can clearly see how an app works or watch what it’s like to play a game.

Ratings and Reviews

We’ve made it quicker and easier to see how much an app is loved. The ratings system has been streamlined. And when a developer answers a question, everyone can see the response.

Editors’ Choice Badge

This seal of approval is given to apps and games that really deserve a download. If you see this, you know it’s going to be good.

In-App Purchases

It’s easier to find and make in-app purchases. You can start your purchase in the App Store and be taken directly into the app to complete it. You can also subscribe to an app or level up in a game even if it’s not on your device yet.

Ready to visit the new App Store? Upgrade to iOS 11.

Make great apps for the App Store.

Are you a developer? Grow your business with resources designed to help you create incredible apps and reach more users.

Learn about developing apps for the App Store