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In December 2017, Apple revamped its search ads program to offer two distinctive versions; "Search Ads Basic" is a pay-per-install program aimed at smaller developers, in which they only pay when users actually install their app.Search Ads Basic also features an easier setup process and a restricted monthly budget.

App Store is a digital distribution platform, developed and maintained by Apple Inc., for mobile apps on its i OS operating system.The new design features a greater focus on editorial content and daily highlights, and introduces a "cleaner and more consistent and colorful look" similar to several of Apple's built-in i OS apps.Prior to September 2017, Apple offered a way for users to manage their i OS app purchases through the i Tunes computer software.Apple published a document describing proper ways to respond for developers, including being timely, clear and concise, prioritize certain forms of reviews (low-star ratings, certain countries or recent reviews) through filtering in i Tunes Connect, and that developer responses go through an approval process before being published.In March 2017, App Store submissions containing pricing details, such as "free", in the name started getting rejected.In June at its developer conference, Apple announced an upcoming "Kids" section in App Store, a new section featuring apps categorized by age range, and the section was launched alongside the release of i OS 7 in September 2013.

In November 2014, due to pressure from the European Commission, Apple updated App Store so that all apps that have no charge to download are labeled "Get" instead of the previous "Free", due to many "free" apps' inclusions of paid in-app purchases.

On New Year's Day 2018 alone, customers made $300 million in purchases.

The i OS SDK (Software Development Kit) allows for the development of mobile apps on i OS.

In January 2017, reports surfaced that documentation for a new beta for the then-upcoming release of i OS 10.3 detailed that Apple would let developers respond to customer reviews in the App Store, marking a significant change from the previous limitation, which prevented developers from communicating with users.

Further details were also released about reviews for users, including that they will be able to rate and review apps in the apps themselves rather than being redirected to the App Store, and that they can mark other users' reviews as "Helpful" or "Not Helpful".

The commission rate for in-app purchases was reduced from 7% to 2.5% in May 2017, while affiliate rates for paid apps, music, movies, books, and TV shows remained at 7%.