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`FEATURE
`
`July 5, 2018The App Store turns 10
`
`   
`
`How Creativity, Innovation and Entrepreneurship
`Ignited a Worldwide App Phenomenon  
`
`In 10 years, the App Store has transformed how people live, work and play.
`
`
`
`When Apple introduced the App Store on July 10, 2008 with 500
`apps, it ignited a cultural, social and economic phenomenon that
`changed how people work, play, meet, travel and so much more. Over
`the past decade, the App Store has created a safe place for users of all
`ages to get the very best apps and a vibrant app economy for
`developers of all sizes, from all over the world, to thrive. Today,
`customers in 155 countries are visiting the App Store more often,
`staying longer and downloading and using more apps than ever
`before.
`
`

`

`While there have been many notable moments since apps first came
`to iPhone and later iPad, the milestones and testimonials below reflect
`some of the most significant over the past 10 years — defining how the
`App Store democratized software distribution and transformed how we
`live every day.
`
`I. The App Store Opens Doors for Developers, Puts
`an All New Experience in the Hands of Customers
`
`Phil Schiller, senior vice president, Worldwide Marketing, Apple:
`“In its first decade, the App Store has surpassed all of our wildest
`expectations — from the innovative apps that developers have
`dreamed up, to the way customers have made apps part of their daily
`lives — and this is just the beginning. We could not be more proud of
`what developers have created and what the next 10 years have in
`store.”
`Marco Arment, developer of Overcast and longtime iOS
`developer: “Since day one, the App Store has been by far the easiest
`way for developers to reach the most people with our apps. It
`eliminated the friction and overhead of setting up our own distribution
`and payment systems, making development far more accessible to
`everyone and letting us focus on our true passion: making the best
`apps we can. Over its 10 years so far, the App Store has developed into
`the richest, most diverse, and most accessible software ecosystem the
`world has ever seen.”
`Chad Evans, senior vice president, Product Development, Major
`League Baseball: ”There was an incredible sense of anticipation and
`excitement the day the App Store launched, and getting to see MLB At
`Bat listed among the first 500 apps, but we donʼt think anyone realized
`
`

`

`then the immense impact these apps would have on the ways fans
`experience sports. We feel fortunate to be part of the historic growth of
`the App Store these last 10 years. Itʼs exciting to think what
`opportunities the next 10 will bring as we continue working with Apple
`to connect fans more closely to their favorite teams and the game of
`baseball.”
`
`The App Store immediately delivered a magical experience to customers from its first
`iteration in 2008, putting an entirely new world of software in their hands.
`
`
`
`Before 2008, the software industry was dominated by a few large
`companies. The App Store opened the door for any developer, from
`one-person shops to large studios, to come up with a great idea, build
`a high quality app and seamlessly deliver it to the growing number of
`customers around the world.
`
`MLB At Bat, Tap Tap Revenge, Trism, The New York Times, eBay and
`Travelocity represented the wide range of apps available from day one,
`bringing to life an entirely new way to travel, play games, read the news
`and experience sports right in the palm of your hand.
`
`Protecting user privacy is paramount in the Apple ecosystem, so from
`the beginning, Apple has taken great care in providing clear guidelines
`
`

`

`to developers and thoughtfully curating a safe, trusted app
`marketplace to ensure the best experience possible for customers
`around the world to discover and access apps.
`
`II. Mobile-First Businesses Thrive
`
`The App Store propelled new industries and changed how customers interact with
`businesses and start-ups like Calm.
`
`
`
`Keith Shepherd and Natalia Luckyanova, founders of Imangi
`Studios, creators of Temple Run: “The App Store and iPhone
`changed our lives. Our first game, Imangi, launched the day the App
`Store opened. Fast forward 10 years, and weʼve created over 10 games,
`including Temple Run, which has been downloaded over a BILLION
`times. Our studio has grown from the two of us to a team of 35. None
`of this would have been possible without the App Store.”
`
`The cutting-edge hardware and quickly evolving software from Apple,
`combined with creative ideas from developers who saw the potential
`of iPhone being in customersʼ pockets, spawned new industries that
`would forever change how people live, work and play — a revolution
`that continues today.
`
`Start-ups including Instagram, Calm, Uber and Instacart embraced
`features like the iPhone camera, Apple Pay, GPS and Location Services
`to deliver on-demand and personalized experiences, with many
`creating billion dollar businesses that started with apps in the App
`Store. At the same time, both traditional companies and those that
`
`

`

`started as websites, such as Twitter, Facebook, eBay, Yelp, Airbnb and
`Amazon, began building apps to meet changing customer behavior.
`
`As a result, apps have become one of the most important ways that
`customers interact with businesses and tackle everyday tasks —
`whether it is to book a flight or hotel room, make a dinner reservation,
`shop for gifts or pay bills.
`
`III.  Gaming Takes Off, Reaches New Fans
`
`The App Store is the most popular marketplace for games, offering everything from new
`and original genres to beloved favorites such as Pokémon Go.
`
`
`
`Shigeru Miyamoto, representative director and fellow, Nintendo:
`“We are very happy that we are able to deliver Super Mario Run, a new
`Super Mario experience that could be played with just one hand on
`iPhone, to hundreds of millions of consumers because of the App
`Store. The App Store allows us to share the joy of Nintendo games with
`many new audiences, and we will continue striving to provide unique
`and new game experiences to App Store customers.”
`Riccardo Zacconi, CEO of King, creators of Candy Crush: “We
`launched Candy Crush Saga on the App Store over five years ago and
`itʼs been hugely beneficial, allowing us to reach a brand new global
`audience. Our games have been played in all seven continents,
`including Antarctica! That shows just how influential and far-reaching
`the App Store has become.”
`Daniel Wu, president of Hero Entertainment, creators of Red
`Tides: “The App Store offers us the opportunity to bring great eSports
`experiences from desktop to mobile and let the game fans and players
`
`

`

`meet online to offline and thoroughly enjoy the charm of games and
`even establish new ways to socialize.”
`
`The App Store brought gaming mainstream, thanks to the easy Multi-
`Touch technology on iPhone and iPad and the convenience of playing
`on the go. Customers were drawn to early titles like Super Monkey Ball,
`PAC-MAN, Angry Birds, Words With Friends, Real Racing and Temple
`Run, leading iOS to become the most popular gaming platform in the
`world.
`
`Games such as Heads Up!, Pokémon Go, HQ and Fortnite have
`created communal, cultural moments around the world, while new
`technologies have brought console quality games to mobile, including
`Vainglory, The Witness and Arena of Valor.
`
`IV. In-App Purchase, Subscriptions Unlock
`Experiences
`
`In-app purchase allows developers to offer apps for free, so customers can try them out
`before paying to unlock additional functionalities, while subscriptions in apps like
`Headspace also help customers get access to new features.
`
`
`
`Horace Dediu, analyst, Asymco: “The App Store completely
`changed the way people access and pay for software and services.
`Only through the power of a software ecosystem can subscriptions
`emerge and grow to such a level. The App Store created a means for
`others to become successful — many more than could possibly be
`
`

`

`imagined in ways that could not possibly be imagined — and freed
`people to be creative in unforeseen dimensions.”
`
`With the introduction of in-app purchase (IAP) in 2009, customers
`could download an app and then pay to unlock different levels and
`functionality, allowing more people to experience new apps before
`committing to buying them. By June 2010, $1 billion would be paid out
`to developers from IAP and paid apps.
`
`In 2011, the App Store started supporting subscription apps, and by
`2016, had expanded support to all 25 of its categories, including
`Games, Kids and Health and Fitness. Over 28,000 iOS apps now offer
`subscriptions, including Netflix, iQiYi, Tinder, LinkedIn, Sing! By Smule,
`Headspace and Dropbox, making it easy for millions of new customers
`to instantly discover and sign up for or unsubscribe from these
`services. Subscriptions are up 95 percent from last year, and as of
`June 2018, developers have earned over $100 billion from the App
`Store.
`
`V. Streaming Entertainment Takes Off
`
`More customers are watching TV shows, movies and video on the go.
`
`Richard Plepler, chairman and CEO, HBO: “When we decided to
`introduce HBO NOW, there was never a question that our exclusive
`launch partner had to be Apple. Announcing the streaming service
`with Apple and the arrival of HBO NOW on the App Store is one of the
`most significant moments in HBOʼs storied history.”
`
`

`

`The App Store has been the epicenter of a mobile video consumption
`boom. The larger screen sizes and resolution of iPhone and iPad have
`made customers more comfortable watching video on the go, while
`services including HBO NOW, Hulu, Netflix and Sling TV and the
`abundance of quality shows allow customers to enjoy the
`entertainment they love when and where they choose.
`
`VI. Creativity, Productivity and Education Soar
`Beyond Office, Classroom Walls
`
`Creativity, productivity and educational apps enable customers to learn in fun, engaging
`ways.
`
`
`
`James Cuda, founder and CEO of Savage Interactive, creators of
`Procreate: “From the beginning, we wanted to sell Procreate
`exclusively through the App Store because it allows us to reach
`customers everywhere, making it easy to provide new features,
`respond to feedback and ensure artists are getting the best possible
`experience. Being a part of the App Storeʼs journey has been life-
`changing, as millions of our customers are discovering digital art
`creation for the first time, while many industry-leading artists find
`Procreate with iPad Pro and Apple Pencil to be a powerful combination.
`Procreate simply would not be possible without the App Store.”
`Yan Lin, CEO of Dr. Panda, developer of popular kids games:
`“Thanks to the incredible opportunities brought by the App Store, Dr.
`Panda has transformed from a small Chinese startup to a global kids
`brand loved by both children and parents with 50 million downloads
`around the world in only six years.”
`
`In 2010, iPad introduced a giant canvas with new possibilities for
`customers to create and learn. Professionals around the world are
`
`

`

`choosing iPad Pro to explore new levels of creativity and productivity,
`thanks to its portability and versatility, and learners of all levels
`embrace iPad as a tool for work and play. Today, customers can enjoy
`more than 1.3 million apps designed specifically for iPad, including
`Procreate, Lightroom, Microsoft Office 365 and Prêt-à-Template —
`which allow for creativity on the go, beyond office or studio walls, or
`wherever inspiration may strike.
`
`With over 200,000 educational and reference apps like Explain
`Everything and The Elements from Touch Press, iPad has helped
`nurture rich, engaging ways to learn, express creativity and encourage
`collaboration. Additionally, education apps such as Froggipedia, WWF
`Free Rivers and Boulevard AR have quickly embraced augmented
`reality (AR) to make the learning experience even more immersive for
`students.
`
`VII. Health, Fitness and Wellness Apps Surge in
`Popularity
`
`Fitness apps like Sweat encourage iPhone, iPad and Apple Watch users to stay active and
`live healthier lives.
`
`
`
`Tobi Pearce, CEO and founder of Sweat, a fitness app and
`community for women, and Kayla Itsines, co-creator of BBG
`Guide and Sweat Trainer: “The App Store provides Sweat the ability
`to reach and improve the lives of millions of people around the world
`through health and fitness, building a bigger community and offering
`flexibility in when, where and how users work out. Being a part of the
`Apple ecosystem has brought continued growth opportunities that
`have fundamentally changed the trajectory of our organization.”
`
`

`

`Francoise A. Marvel, MD, Corrie Health Team, Johns Hopkins,
`Cardiology: “Over the last 10 years, the App Store has contributed to
`the advancement of innovation in patient care by creating a platform
`for state-of-the-art medical apps like Corrie at Johns Hopkins. Our
`mobile health research relies on the App Store to deliver life-saving
`and life-changing apps to our patients.”
`
`Apple Watch and HealthKit paved the way for developers to make
`health, fitness and wellness apps more innovative, intelligent and
`interactive, which in turn have inspired customers to be more active
`and mindful of their health. Downloads for these apps have increased
`75 percent since the launch of Apple Watch, led by apps such as Zova,
`Nike, Lose It!, Dexcom, One Drop, Glow, 10% Happier and Yoga Glo.
`
`More than 500 doctors and medical researchers have used Appleʼs
`ResearchKit and CareKit software tools for clinical studies involving 3
`million participants on conditions ranging from autism and Parkinsonʼs
`disease to post-surgical at-home rehabilitation and physical therapy.
`Thanks to these innovative tools, customers are increasingly able to
`use iOS and Apple Watch apps to monitor their overall health and well-
`being.
`
`VIII. Accessibility Apps Empower Communities
`
`Accessibility features built into iOS provide crucial support for customers with assistive
`needs.
`
`
`
`Richard Ellenson, developer and CEO, Cerebral Palsy Foundation:
`“In the world of assistive technology and accessibility, itʼs impossible to
`overstate the importance of the App Store. For individuals with
`disabilities, for professionals, family members, and anyone whoʼs ever
`wondered about the potential in another person who had a bit of
`
`

`

`difference — or deeply significant challenges — the App Store has
`been profoundly transformational. I have seen it unleash possibility and
`potential in literally thousands of individuals. Yet, closest to my heart, I
`have seen it do so for my son: a bright, independent 20 year old who
`has Cerebral Palsy. My son moves about in a wheelchair, but that is
`simply the place from which his spirit soars. His voice comes from his
`iPad, he does his homework on iPad, his social life is rooted in the apps
`on iPad, he navigates his entertainment on iPad, and he has performed
`a thrilling one-man-show with his iPad. I cannot imagine my son's life
`without this technological magic. And I know so many others for whom
`this is also true. Itʼs not a reach to say the App Store has been the
`single greatest advance for accessibility — ever.”
`David Niemeijer, founder and CEO, AssistiveWare, creators of
`accessibility apps: “The App Store has made the world much more
`accessible, and made it easier for AssistiveWare to realize its vision of
`creating a world without communication barriers. Without it,
`AssistiveWare would likely still be a one-man Mac developer. Now we
`provide iOS communication apps to over 200,000 people worldwide,
`many of whom would not be able to communicate effectively without
`them.”
`
`Since 2009, millions of customers have benefitted from apps such as
`Lyft, Twitter, Starbucks and TED that incorporate the rich accessibility
`features built into iOS including VoiceOver, while others like Voice
`Dream Reader and CP Channel have provided crucial support for
`communities with assistive needs. With accessibility features
`seamlessly woven in, these apps support more customers and lead to
`a more inclusive and engaging user experience.
`
`IX. Coding Inspires Future Generations
`
`

`

`Student developers at WWDC are committed to improving their software development
`skills, traveling from around the world to form a unique and supportive community at the
`conference and beyond.
`
`
`
`Amanda Southworth, executive director of Astra Labs, creators
`of anxietyhelper and Verena: “Apple undoubtedly revolutionized the
`way developers and users connect. To this day, the App Store
`continues to innovate and itʼs in a class of its own. With the work that
`I'm doing in the non-profit sector, it's important that the work we do
`can be easily found and distributed, and that's exactly what the App
`Store has done. It has created opportunities that I am thankful for every
`day, and I'm so glad that I'm a part of the community that calls the App
`Store our home.”
`Masako Wakamiya, developer of hinadan, based on a traditional
`Japanese celebration known as Doll Festival: “After turning 82, I
`started thinking about making games that even seniors could enjoy.
`Friends taught me how to program and I created an app for iPhone.
`People often ask me, ‘What made you want to do that?ʼ Because older
`people tend to look backwards, I think itʼs better to take the leap
`forward, jump to new things and enrich our lives. My app supports
`Japanese, English and Chinese, making it possible for me to connect
`with people around the world through this app. Just thinking about that
`makes me excited. Itʼs truly thanks to the App Store.”
`
`Every year, Apple hosts thousands of software developers from all over
`the globe to talk about the latest developments in apps at the
`Worldwide Developers Conference (WWDC). Starting in 2013, Apple
`awarded scholarships to about 150 students to attend, and by 2018,
`that number had grown to over 350 talented students and STEM
`organization members from 42 different countries. Scholarship
`winners receive a free ticket to the conference, along with lodging and
`a one-year Apple Developer Program membership. Past scholarship
`winners have started their own STEM non-profit organizations to
`encourage their peers to learn coding and created apps that are
`tackling issues such as mental health, safety and climate change.
`
`Apple introduced the Everyone Can Code program in 2016 to
`encourage learning, writing and teaching code, and today it is available
`to tens of millions of students around the world who can learn code,
`problem solve and create apps that will transform the future. Also in
`2016, Apple launched Swift Playgrounds, an innovative iPad app that
`brings real coding concepts to life with an interactive interface for
`students of all ages and beginners to explore working with Appleʼs
`Swift coding language.
`
`X. New App Store Features Encourage Discovery
`
`

`

`The new Today tab spotlights interesting app stories, while separate Apps and Games tabs
`make it easier for customers to dive in and discover new apps to download.
`
`
`
`Dan Gray, head of studio, ustwo Games, creators of Monument
`Valley: “We built our entire team around the App Store, and weʼve been
`able to have millions of people around the world play our games who
`never would have considered themselves gamers. The App Store
`refresh has shown players the creators behind the apps they enjoy
`everyday. Humanizing apps can only be a good thing and showcasing
`how theyʼre made will inspire the next generation of creators from
`every corner of the world.”
`
`In 2017, Apple unveiled an all-new App Store, creating a daily
`destination with dedicated Games and Apps tabs for customers to find
`exactly what they are looking for or be inspired to try something new,
`and learn about the creators behind the apps they know and love. The
`App Store now sees 500 million weekly visitors who are spending
`more time discovering new apps than ever before, and hundreds of
`stories on the Today tab have been read by more than 1 million people.
`
`XI. The AR Revolution Awaits
`
`

`

`With iOS 11, AR became available to hundreds of millions of iPhone and iPad users
`overnight, making it the biggest AR platform in the world.
`
`
`
`John Hanke, CEO, Niantic: “When we founded Niantic, we set out to
`develop technology that would inspire people to explore their
`communities, exercise and have fun with friends and family out in the
`real world. In addition to making Pokémon GO and Ingress easily
`accessible to hundreds of millions around the world, the App Store has
`done a fantastic job of shining a spotlight on our player communities,
`thoughtfully crafting stories to inform and educate our players, and
`making the ongoing feature rollout easy for our development team.”
`
`Augmented reality is a transformational technology that brings virtual
`experiences into the real world, changing the way customers both
`work and play. In 2017, Apple introduced ARKit 1.0 and overnight iOS
`became the biggest AR platform in the world, available to hundreds of
`millions of iPhone and iPad users. Today, over 3,000 AR apps on the
`App Store, such as Kings of Pool, Alice in Wonderland AR Quest and
`Houzz, creating an even more engaging way for customers to shop,
`learn and play games. Apple delivered the third ARKit update to
`developers at WWDC in June 2018, making it possible for AR apps like
`LEGO to include shared experiences that allow multiple users to play a
`game or collaborate on projects, as well as persistent AR experiences
`that make it possible to start a puzzle on a table and come back to it
`later.
`
`With Core ML, apps get smarter by quickly and intelligently
`understanding images, video and text to deliver new and exciting
`experiences. Applying stylistic filters to photos with BeCasso, adding
`fun effects with Snapchat, and for those with low vision, easily
`navigating the world around them with Seeing AI are all examples of
`how Core ML is put to use — all while keeping data private.
`
`Images of App Store Anniversary
`Download all images
`
`
`
`

`

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