Big change from Apple: you can now browse the entire App Store in any web browser—even if you don’t own an Apple device.
On November 2, Apple launched a complete redesign of apps.apple.com, turning it from a basic info page into a fully functional online store that mirrors the experience of the App Store app on iPhone, iPad, or Mac.
What Can You Do on the Web Store?
Thanks to the update, anyone can now:
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Browse the “Today” tab with Apple’s curated picks and stories
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Search for apps or explore by category
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Switch between platforms (iPhone, iPad, Mac, Apple Watch, Apple TV, Vision Pro) with a dropdown menu
You still can’t download or install apps directly from the website—that still happens on your Apple device—but you can discover, compare, and plan ahead.
Why This Matters
For years, this was a pain point:
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Journalists couldn’t easily link to full app pages
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Teachers and IT teams struggled to research apps without Apple hardware
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Android or Windows users had no way to explore Apple’s ecosystem before buying a device
Now, they can. As one analyst put it:
“This update meaningfully reduces the friction for discovery.”
Even Apple Arcade is included—so you can check out its full game catalog online before signing up for the $6.99/month service (or using your 3-month free trial if you just bought a new Apple device).
A Smart Move—For Business and Politics
The timing isn’t accidental. With antitrust pressure growing—especially in Europe—Apple is showing regulators it’s opening up access, even while keeping control over actual app installations.
It also closes a gap with Google Play, which has had a full web store for years. Now, Apple can say: “You can see everything—just not install from here.”
For developers, this means more eyes on their apps. For shoppers, it means easier research before buying an iPhone or Mac.
And for Apple? It’s a low-risk way to grow its $81 billion services business—by letting the world peek inside its walled garden, even if they still need a key to enter.
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