How Did it Get so Popular? Apple's App Store Hits 1.5 Billion Downloads and 65,000 Apps
Earlier today, Apple announced that iPhone and iPod touch users have now downloaded over 1.5 billion applications. According to Apple, there are now also over 100,000 developers in the iPhone Developer Program and over 65,000 apps in the store. The number of actual iPhone developers might be a bit lower than Apple reports, as a lot of people only joined the paid version of the program to get their hands on the betas of the iPhone 3.0 OS, but there can be little doubt that the App store is a runaway success, both for Apple and developers. Given this huge success of the App Store, it is worth thinking about the factors that contributed to the App Store's success and what Apple could do to make the store even better.
Some other platforms had something similar to the App Store long before Apple, and others are still trying to copy the App Store, but Apple has clearly set the bar very high. Even though a number of companies are trying to emulate the App Store model now, we think that a number of factors contributed to Apple's massive success. Some of these may be very hard to replicate for other companies.
Here are a few of the them:
- pump was primed: with the iPod, Apple had already familiarized millions of people with iTunes and the idea of buying music and videos content for their devices on iTunes - moving to applications was a natural next step
- it's not just the iPhone: by creating an ecosystem that both iPhone and iPod touch users can tap into, Apple greatly expanded the reach of its app store. Apple says it has shipped over 40 million devices with the iPhone OS on it. This means that, on average, iPhone and iPod touch owners have downloaded an average of around 38 apps per person, which is not an outrageously high number.
- pricing: allowing free apps into the store and distributing them for free was a very smart move by Apple. This allows new users to become comfortable with the App Store concept and gives developers a chance to showcase free versions of their paid applications and games. Also, by allowing developers to charge as little as $0.99 for an app, developers can reach a lot of users while still getting paid for their work.
- international reach: there are App Stores in 77 countries and very little content is restricted to specific countries
- games: almost every application in the list of top paid and free apps (iTunes link) is a game. The iPhone (and the iPhone 3GS even more so) is a great mobile gaming machine and given that most games are quite cheap, who can really say no to the Moron Test or Real Soccer 2009 (which at $0.99 is quite a bargain)?
- low barrier of entry for developers: you don't have to pay to start developing (assuming you have access to a modern Mac), and if you are already a Mac developer, developing for the iPhone OS is relatively easy, as you use the same tools as before.
- a chance to make money: of course, it also helps that Apple provides a central hub for all the apps and at least gives developers the impression that even small development houses or a guy in his parents' basement is playing on the same level as Electronic Arts or Gameloft.
Some things we would like Apple to change/add:
- improve the approval process: it's no secret that the process to get an application into the store is rather arcane and that Apple regularly refuses to let apps into the store for seemingly random reasons.
- "remember this iPhone app" - our own Marshall Kirkpatrick would really like to see Apple add a way to mark apps in the store so that he could buy them later. This could look something like wish lists on Amazon or Newegg
- recommendations: with 65,000 apps, it's very hard to keep an eye on what's new in the store. As of now, Apple hasn't introduced a 'Genius' feature for the App Store and there isn't even an Amazon-like function "others who bought this app also liked these apps" feature
- mark apps you already bought
Can you think of other reasons why the App Store became such a success? And what would you like Apple to add to it or improve? Let us know in the comments.
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"Can you think of other reasons why the App Store became such a success?"
iFart
(sorry, couldn't resist ;) )
I talked with someone from Apple. The apps are many many times more popular than even the most liberal guesses on how popular they would be.
Posted by: Robert Scoble
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July 14, 2009 10:19 AM
Amazing to think that I have been downloaded 1.5 billion times...from Apple's App Store:-)
Posted by: John Apps
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July 14, 2009 10:20 AM
How many of the 1.5B were farting applications? ;)
Posted by: Bryan
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July 14, 2009 10:22 AM
I am very interested. I have everything ready, and would very much appreciate it.
Frederic, regarding recommendations on the iPhone we are already solving this with http://appsfire.com released a couple of weeks ago.
I am not sure Genius would be the right approach. A better way for that would be to get your friend recommendations. Which we help doing with Appsfire in a couple of clicks and without any registration.
The service is in private alpha. But if you want to try it i ll be happy to send you a few codes on ouriel at appsfire dot com
Clearly Apple store is ruling the roost in application arena... There is no one even near to it to compete. Nokia, RIM, Palm and Android all wanted to replicate App Store. Verizon is also toying with the idea by announcing its own APP store... But getting large number of developers and building the software is not bread and butter.. Catch App Store if you can!!
An interesting post by Jeff Atwood: The iPhone Software Revolution
http://www.codinghorror.com/blog/archives/001280.html
Good list. one more thing ... MOmentum. call it a phenomenon, fad, or whatever, having an iPhone App quickly became the hot new thing to do for all major web "brands." some, like AOL Radio or MLB.com are really good apps and useful. many others are just frills. but every web brand had to have one or be suddenly out of the loop. this in turn really fuels public and media interest in the whole iPhone thing.
this kind of excitement only happens once. sure most of these web brand apps will turn up on the other popular app platforms too. but they won't be "new" - no sizzle.
this iPHone brand apps dynamic will run its course by the end of this year and will become routine. but a new wave of apps taking advantage of iPhone 3.0 external device control and peer to peer interactions will capture the buzz next. expect to see some snazzy products for Xmas.
"Some things we would like Apple to change/add:"
Far more important than changing the approval process (which is fine, in my view) is for Apple to spend time on improving the way we manage apps we're interested in purchasing, and those that we've purchased, both in iTunes and on our iPhones/Touches. I've got over a hundred apps on my iPhone, and it's gotten really difficult to use them. And no, I don't think iPhone Search/Spotlight is an acceptable alternative. We should be able to organize our apps alphabetically, by subject category, or by priority use. I have a number of apps, for example, that I rarely use but do want them for some situations. It would be great if we could put them away on our iPhones, in a lower category sub-folder or some such.
I also want a Bluetooth keyboard, to really make my iPhone into a functional netbook.
It's got a lot to do with pricing of the apps. I bet you that they didn't sell many apps that cost more than $1.99. Can we get a report on how many of those apps were sold?
So: do we trust Apple's figures? If so, why?
Posted by: Tim Tyler
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July 14, 2009 12:47 PM
So Tim: Why shouldn't we?
Posted by: PXLated
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July 14, 2009 1:32 PM
Don't blame Tim!
He's probably thinking Apple is like Microsoft, who forced retailers like Amazon and Best Buy to buy a million Zunes just so they could say they 'sold a million of them'. Of course, those same Zunes were in bargain basement bins years later!
Apple reports what they sell to consumers. Microsoft reports what they force on retailers.
appsfire.com looks brilliant. hope it is.
I also want to categorize and sort my apps - tag them, folder them...I want to make my own system for this, customized to the way I use my apps.
I also want better categories in the store. "entertainment" covers a billion random apps, as does "utilities"
I also want to be able to use whatever phone company I want for cell phone service regardless of what physical phone I buy. Why can't I have an iphone, but use Verizon?
I want the iphone to replace my laptop in the future.
Because large figures promote Apple's business - and the figures are generated by Apple themselves, and can't easily be independently checked.
Posted by: Tim Tyler
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July 14, 2009 3:39 PM
@tim: do you have a reason to doubt it? I just bought an iPhone on Saturday and have already tried over 40 apps. I have a whole bunch more to try out based on what other people are recommending. Many are just nicer UIs for web apps but they work. Others are games or other entertainment.
The app store download count is such a sham. Companies like Storm8 (World War, Vampires Live, etc) are gaming the app store for downloads by giving away perks to download applications. They then maintain their position in the Top25. The paid apps might be legit but the free list feels like a scam.
1.5 billion? I wonder if the figure is exaggerated.
The reason the app store has been such a success is because Apple has done such a great job at making their developers rich! As an iphone developer I will definitely go where the money is, and right now its with Apple. Their revenue and marketing model is absolutely great and that has directly lead to its success.