Apple expands its App Store on the Web

Apple has taken another major step in unifying its digital ecosystem by officially launching the App Store on the web. The move brings a fresh, central hub for browsing apps across all Apple devices — from iPhone and iPad to Mac, Apple Watch, Apple TV, and even Vision Pro. For the first time, users can explore the App Store’s vast catalog through a modern web interface without having to open the app itself.

Visiting apps.apple.com now reveals a redesigned layout that mirrors the familiar feel of the App Store app but in a browser-friendly form. Until now, this domain served mainly as an informational page with limited functionality. With this overhaul, Apple has turned it into a full-fledged browsing experience that aligns with the company’s broader strategy of creating seamless continuity between its hardware and software environments.

Although users still cannot directly download apps from the web, Apple provides a simple way to share app listings or open them directly within the App Store on their device. This design choice maintains Apple’s strong emphasis on security and ecosystem integration — ensuring that downloads and purchases continue to flow through verified App Store channels. In typical Apple fashion, the company has prioritized control, privacy, and user experience over convenience shortcuts.

The new web-based App Store isn’t just a mirror of its mobile counterpart. It introduces an organized, intuitive layout where visitors can easily switch between app categories for different devices. Whether you’re browsing for iPhone productivity tools, creative software for Mac, or immersive experiences for Vision Pro, everything is now neatly accessible from one centralized place. This cross-platform view underscores Apple’s commitment to making its software universe more cohesive and interconnected.

In addition to the improved navigation, the web version features the familiar Today tab, offering curated recommendations, editor’s picks, and app highlights that have long been a hallmark of the App Store’s editorial approach. Visitors can browse by category — from productivity and entertainment to adventure and lifestyle — just as they would on their devices. The design is clean, minimal, and unmistakably Apple, with visual cues and typography that match the aesthetic of its operating systems.

Another significant benefit of the web launch is improved discoverability. For years, Apple provided individual webpages for each app, but these were often difficult to find unless accessed via direct links or search engines. The new portal changes that completely. Now, users can search directly for apps across all Apple platforms through a unified, searchable interface — a feature that developers and users alike have been requesting for some time.

For developers, this shift opens new opportunities for visibility. Having a central web-based showcase means apps can now be more easily shared, featured, and discovered outside the App Store app itself. It also simplifies linking in marketing campaigns, social media posts, and online reviews. Apple’s move effectively bridges the gap between the App Store’s closed ecosystem and the open nature of the web, without compromising on the company’s strict standards of privacy and security.