Apple just quietly launched a full web version of its App Store at apps.apple.com, marking the company's biggest push yet to bring its walled garden online. The move gives users a centralized hub to browse apps across iPhone, iPad, Mac, Vision Pro, Apple Watch, and Apple TV - though you still can't actually download anything directly from the web.
Apple just made its biggest move yet to bring the App Store beyond its devices. The company quietly rolled out a comprehensive web version of its digital storefront at apps.apple.com, replacing what was previously just an informational landing page with a fully functional browsing experience.
The timing feels deliberate. As Apple faces mounting pressure from regulators worldwide over its App Store policies, launching a web portal signals the company's willingness to make its ecosystem more accessible - albeit with careful limitations. According to reports from MacRumors and 9to5Mac, the new platform went live without fanfare, suggesting Apple wanted to test user response before making any grand announcements.
The web store spans Apple's entire device ecosystem - iPhone, iPad, Mac, Vision Pro, Apple Watch, and Apple TV. Users can switch between platforms seamlessly, browse curated recommendations on a Today tab, and filter apps by categories like productivity, entertainment, and adventure. It's essentially the native App Store experience, just running in your browser.
But here's the catch: you can't actually download anything. When you find an app you want, Apple only gives you options to share it or open it directly in the App Store on your device. It's a browse-but-don't-buy approach that keeps Apple's traditional download model intact while offering a taste of what a truly web-native App Store could look like.
