Apple launches full web version of the App Store

Apple has rolled out a redesigned, fully navigable web version of its App Store, offering users a centralized online hub to browse apps across all Apple platforms — including iPhone, iPad, Mac, Vision Pro, Apple Watch, and Apple TV.

The new site, accessible via apps.apple.com, introduces a modernized interface featuring a Today tab with editorial recommendations, categorized listings, and search functionality. Users can view app descriptions, screenshots, and ratings directly from the browser. The design mirrors the look and feel of the native App Store but has been optimized for web use, creating a more seamless browsing experience across platforms.

Until now, Apple’s web presence for apps was limited to individual pages for each listing, typically surfaced through search engines. Those pages offered little navigation and often redirected users to the native App Store app — an obstacle for anyone browsing from non-Apple devices.

With this update, users can now browse freely online, though Apple has not enabled app downloads from the web. Instead, app listings include options to share links or open them directly within the App Store app on supported devices.

Industry observers note that the move could be seen as part of Apple’s broader effort to increase transparency and accessibility amid ongoing regulatory scrutiny over its platform practices. By improving cross-platform visibility for its App Store, Apple appears to be taking steps toward a more open ecosystem — even if full web-based downloads remain off the table for now.

The web version of the App Store is now live globally and is available to anyone, regardless of device or operating system.