Distribute your apps and games

A safe and trusted global platform

Reach a global audience. The App Store makes it easy for everyone — from individuals to large teams — to distribute apps and games in a thriving app economy to successfully grow their business worldwide. When you distribute on the App Store, you can share your apps and games with people in 175 countries and regions and 40 languages.

Scale your distribution across Apple devices. Every Apple platform has an App Store, so you can be discovered across more than 2 billion Apple devices and people can discover great apps and games for all their Apple devices.

Content is reviewed for safety, security, and privacy. Every app, app update, app bundle, In-App Purchase, and In-App Event on the App Store is reviewed in order to provide a safe and trusted experience for people and the opportunity for developers to succeed.

Helping protect kids online. Apple provides parents and developers with industry-leading tools that help enhance child safety while safeguarding privacy, like Ask to Buy. For developers, this includes frameworks, the ability to set age ratings and requirements, and more, so you can provide age-appropriate content within your apps and games.

We’re here to support you. Learn about the latest tools and technologies, connect with Apple experts through Meet with Apple, and read the latest guides and documentation. You can also get code-level support and answers to your questions on the Apple Developer Forums. Plus, AppleCare is available to provide support for customer billing issues and more. Whatever you might need assistance with, we’ve got you covered.

Promote your apps and games

Tools to help you get discovered

Helping to shine a spotlight on your work. The App Store showcases incredible apps and games that people love across Apple platforms. We highlight content in a variety of ways, from dedicated stories and featured In-App Events to charts and lists, and even personalized recommendations. Featuring Nominations in App Store Connect make it easy for you share your story with us.

Marketing made easy. Access readymade assets customized to your app or game with the App Store marketing toolbox — no designer required. Boost your marketing with links, badges, promotional assets, and QR codes, which you can download and include in your promotional materials. You can also promote your app or game’s biggest moments — such as a launch, new version, or getting featured on the App Store — with marketing assets that you generate in the App Store Connect app.

Search empowers people to find exactly what they need. People around the world can find and download apps, games, and content they’ll love through App Store search. App Store search includes more than just apps and games; it can also surface content like In-App Events, promoted In-App Purchases, developer cards, categories, editorial stories, collections, and more. App tags on search further amplify the discovery of your app or game.

Custom product pages let you highlight your best features. Showcase specific features or content, like a particular sport, character, show, or gameplay features. Share these pages with relevant audiences through your marketing efforts — like email, or social — to drive stronger conversion that caters to a particular audience’s interest.

Find your best assets. Test different elements of your App Store product page — including app icons, screenshots, and app preview videos — to understand which results in the most engagement and best conversion. Use this information to update your product page and make it resonate with people.

Expand the reach of your in-app content. In-App Events let you showcase your game competitions, movie premieres, livestreamed experiences, and more — right on the App Store. People can tap to learn more, download your app or game, and then dive right in. Use In-App Events to drive discovery, keep people engaged, and even entice redownloads.

Grow your business

Powerful commerce tools that support you

Grow your business with the App Store commerce system. The App Store empowers you to scale your app distribution worldwide using a variety of business models — including free, free with In-App Purchases, paid, and more.

Simple, secure checkout. People can make In-App Purchases on the App Store and within your apps and games using their payment method on file. So whether you offer items, add-ons, or subscription content for purchase, it’s easy to use In-App Purchases to offer your goods and services.

Built for global distribution. The App Store handles worldwide end-to-end payment processing, so you don’t have to coordinate with multiple payment providers. And with support for international pricing, you have flexibility in how you price your offerings.

Best-in-class subscriptions. Share content and services as auto-renewable subscriptions for purchase within your apps and games. Our subscriptions platform makes it easy for people to upgrade or downgrade to a subscription that best fits their needs. Plus you can support customers across every stage of their journey with four different types of offers: introductory offers, promotional offers, win-back offers, and offer codes. The App Store also helps you minimize churn with tools like subscription offers, billing retry, and grace periods to reduce cancellations and recover failed payments.

Learn more about In-App Purchases

Learn more about auto-renewable subscriptions

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Best-in-class subscriptions

Offers for every stage of the customer journey. Support customers and market your subscription across every stage of the customer journey with subscription offers. Choose from four types of offers, depending on your goals: introductory offers, promotional offers, win-back offers, and offer codes.

Pricing tools, perfected. Select from 800 price points across currencies and price tiers (as well as an additional 100 higher price points upon request) to determine your ideal subscription pricing across regions, and even price at parity across storefronts. Our subscriptions platform makes it easy for people to upgrade or downgrade to a subscription that best fits their needs. Plus built-in tooling allows you to seamlessly obtain subscriber consent prior to a price increase when required by law.

Minimize customer turnover. The App Store helps you minimize churn with tools like subscription offers, billing retry, and grace periods to reduce cancellations and recover failed payments. It also supports user trust with an easy-to-use subscription management UI.

Analytics + reporting

Measure your performance

Insights to guide your strategy. App Store Connect offers dozens of metrics and dimensions, providing you with data that you won’t find anywhere else. Understand and measure key performance indicators like sales, top referral sources, user engagement, and more. And with a variety of filters and dimensions, you can dive deep into your data to uncover meaningful insights to improve your app or game.

See how you stack up to your peers. Put your app’s performance into context by comparing it to that of similar apps on the App Store. Your benchmarks are based on your App Store category, business model, and download volume in order to give you the most relevant comparisons. Uncover insights and take action to improve your performance and grow your audience.

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A safe and trusted place for everyone

Every app or game is reviewed for safety, security, and privacy. We review all apps, app updates, app bundles, in-app purchases, and in-app events submitted to App Store Connect to help provide a safe and trusted experience for users and the opportunity for developers to succeed.

Tools to support you. Get help with tools and technologies, connect with Apple experts, and more with guides, documentation, and multiple ways to contact us. Get code-level support, post your questions in the Apple Developer Forums, and get support for customer billing issues and more with AppleCare. Whatever you might need assistance with, our support channels have got you covered.

Helping protect kids online. Apple provides parents and developers with industry-leading tools that help enhance child safety while safeguarding privacy. For developers, this includes frameworks, the ability to set age ratings and requirements, and more, so you can provide age-appropriate content within your apps and games.

Safe and trusted for customers and developers alike. From 2020 through 2023, Apple prevented a combined total of over $7 billion in potentially fraudulent transactions. Apple works hard to prevent potential fraud through secure payment technologies — for example, purchases are verified through password and biometric security in order to prevent unauthorized use. Apple also takes action against fraudulent customer accounts, disabling those associated with abusive activity and blocking fraudulent new accounts before they can even be created. We also offer a suite of tools to make it easy for parents to control what content their children can view and download.

Games

Meet the Apple Games app

An all-in-one destination for players to get even more out of their gaming experience.

The Games app brings players and their friends together in one convenient place where they can discover, launch, and engage with games on their iPhone, iPad, and Mac. Players can challenge one another, play together in a multiplayer match, gain achievements, and so much more.

Learn more about the Games app

Distribute on the App Store

Get to know the App Store

Explore what’s new

New to the App Store?

Publish your apps and games

Developer stories

Global success stories

Breaking barriers

Start small, code big

Meet with Apple

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