The "Paid Model" makes the app itself a paid download and offers no additional features.The "Paymium Model" enables paid app downloads and paid in-app content.

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As of January 2017, the store features over 2.2 million apps.

Developers have multiple options for monetizing their applications, ranging from free, free with in-app purchases, and paid.

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.

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.

Additionally, Apple began a process to remove old apps that do not function as intended or that don't follow current app guidelines, with app research firms noticing significant numbers of app removals from the store.

Furthermore, with the release of i OS 11 in September 2017, App Store received a complete design overhaul, bringing a greater focus on editorial content and daily highlights, as well as a design similar in style to several of Apple's built-in i OS apps.App Store received a major design overhaul with the release of i OS 11.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.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".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.Since its 2008 release, App Store has generated over billion in revenue for developers.