Apple requires all third-party apps to be downloaded from the App Store, with exceptions for ad-hoc apps used within enterprises. Developers must pay a yearly $99 fee as part of Apple's Developer Program;[81] if their membership expires, their apps are removed from the App Store, though existing users retain the ability to redownload the app.[82] Developers can release free apps, or paid apps for which Apple takes a 30% cut of proceeds.[83] Developers earning less than $1 million in annual sales qualify for the App Store Small Business Program, with Apple only taking a 15% fee.[84]
Though iOS has far lower market share than Android, its app ecosystem has been described as superior, with higher-quality apps, and more iOS-exclusive releases.[85] Android's version fragmentation,[86] less uniform hardware, and lower app revenues have been cited as key factors.
All apps must pass Apple's app review process before being distributed in the App Store.[87] Apple may also stop distributing apps it deems inappropriate. For example, in 2009, Apple rejected the Newspapers app due to The Sun's "obscene" topless Page 3 girls.[88] In 2018, Apple removed Tumblr from the App Store, citing illegal content, causing Tumblr to ban all adult content from their platform.[89] The App Store's review process has been criticized by developers as "frustrating", "anti-competitive", and "asinine".[90][91][92][93]
Users can also install native apps outside of the App Store through jailbreaking,[94] or through exploits, such as TrollStore. Jailbreaking may cause security issues, and is not supported by Apple.[95]
As of October 2013, Apple has passed 60 billion app downloads.[96] As of September 2016, there have been over 140 billion app downloads from the App Store.[97] In January 2017, the App Store had over 2.2 million apps for the iPhone.[98][99] As of August 2024, Apple's App Store contains nearly 2 million applications.[100]