Apple Turns Its Web App Store into a Full App-Browsing Experience

Apple has quietly rolled out a major update to its web-based App Store, available at apps.apple.com. What was once a collection of static app pages has now evolved into a fully navigable showcase, mirroring the experience you’d get on an iPhone, iPad, or Mac.

Previously, if you wanted to view an app online, you needed a direct link to its listing — no browsing, no discovery. That’s now changed. Users can explore different app categories, search for titles, and even check out Apple’s daily editorial picks right from their browser.

While this marks a big step forward in accessibility and design, there’s still one major limitation: you can’t actually install apps from the web.

A Fresh, App Store–Like Design

The redesigned site feels instantly familiar. Each section mirrors the look and feel of the native App Store, complete with the same major categories:

• iPhone
• iPad
• Mac
• Apple Watch
• Apple TV
• Apple Vision Pro

There’s even an “Today” tab, featuring Apple’s curated app stories and recommendations. App listings now include detailed descriptions, screenshots, ratings, and reviews — far more engaging than the minimal static pages Apple offered before.

Each app page also features an “Open in App Store” button. However, there’s a catch: this shortcut only works when browsing in Safari. If you’re using Chrome, Edge, or Firefox, that option simply doesn’t appear.

What You Still Can’t Do

Despite the modern interface, Apple’s web App Store is still just a catalog. You can browse and share apps easily, but you can’t install them remotely.

Unlike Google’s Play Store — which allows Android users to trigger app installations directly from their web browser — Apple keeps that functionality locked down. This means you can’t click “Get” from your desktop and have the app download automatically to your iPhone or iPad.

That limitation makes the site more of a showcase than a true online storefront. It’s useful for discovering or sharing apps but stops short of offering the convenience many users have come to expect from other platforms.

Will Apple Go Further?

Apple’s decision to modernize its web App Store signals a clear effort to improve discoverability and consistency across platforms. It also aligns with the company’s broader push toward web accessibility and cross-device coherence.

However, Apple’s reluctance to allow direct installations from the web underscores its continued focus on security and ecosystem control. Whether this stance softens in the future — especially amid growing regulatory pressure in Europe — remains to be seen.

For now, the new web App Store is a welcome visual upgrade and a handy tool for exploring apps online, even if it still feels more like a display window than a true storefront.

Final Thoughts

Apple’s revamped App Store website finally bridges the gap between web and native browsing — offering a sleek, organized, and familiar experience that’s long overdue. But until Apple allows direct app installations from the browser, it remains a beautiful but limited extension of its app ecosystem.

Still, for developers, marketers, and curious users, this update makes discovering new apps online easier than ever — a small but significant step toward a more connected Apple experience.