Building a Trusted Ecosystem for Millions of Apps
The important role of App Store protections
June 2021
2007
2016
2017
'We're trying to do two diametrically opposed things at once: provide an advanced and open platform to developers while at the same time protect iPhone users from viruses, malware, privacy attacks, etc. This is no easy task.'
Steve Jobs, 2007$^{1}
'Use the official application marketplace only. Users should … not [download applications] from third-party sources, to minimise the risk of installing a malicious application. Users should not sideload applications if they do not originate from a legitimate and authentic source.' European Union Agency for Cybersecurity (ENISA), 2016$^{2}
'The best practices identified for mitigating threats from vulnerable apps are relevant to malicious and privacyinvasive apps. Additionally, users should avoid (and enterprises should prohibit on their devices) sideloading of apps and the use of unauthorized app stores.'
U.S. Department of Homeland Security Report, 2017$^{3}
Did you know?
Apple reviews all apps and updates on the App Store to intercept those that could harm users. This includes apps that contain inappropriate content, invade user privacy, or contain known malware, which is software used for bad or dangerous purposes.
A study found that devices that run on Android had 15 times more infections from malicious software than iPhone, with a key reason being that Android apps 'can be downloaded from just about anywhere,' while everyday iPhone users can only download apps from one source: the App Store. 4
Today, our phones are not just phones; they store some of our most sensitive information about our personal and professional lives. We keep them with us wherever we go, and we use them to call and text with loved ones, take and store photos of our children, give us directions when we're lost, count our steps, and send money to friends. They are with us in happy times, and in times of emergencies.
We designed iPhone with this in mind. We built the App Store to give developers from around the globe a place to build innovative apps that can reach a growing and thriving global community of over a billion users. Nearly two million apps are available for users to download on the App Store, with thousands of apps added every week. Given the sheer scale of the App Store platform, ensuring iPhone security and safety was of critical importance to us from the start. Security researchers agree that iPhone is the safest, most secure mobile device, which allows our users to trust their devices with their most sensitive data. We built industry-leading security protections into the device, and we created the App Store, a trusted place where users can safely discover and download apps. On the App Store, apps come from known developers who have agreed to follow our guidelines, and are securely distributed to users free from interference from third parties. We review every single app and each app update to evaluate whether they meet our high standards. This process, which we are constantly working to improve, is designed to protect our users by keeping malware, cybercriminals, and scammers out of the App Store. Apps designed for children must follow strict guidelines around data collection and security designed to keep children safe, and must be tightly integrated with iOS parental control features.
And when it comes to privacy, we don't just believe it's important - we believe it is a fundamental human right. That principle guides the high privacy standards we build into our products: we collect only the personal data strictly necessary to deliver a product or service, we put the user in control by asking them for permission before apps can access sensitive data, and we provide clear indications when apps access certain sensitive features like the microphone, camera, and the user's location. As part of our continued commitment to user privacy, two of our newest privacy features - privacy labels on the App Store and App Tracking Transparency - give our users unprecedented control over their privacy, with increased transparency and information to help them make informed choices. Thanks to all these protections, users can download any app on the App Store with peace of mind. This peace of mind also benefits developers, who are able to reach a wide audience of users who feel confident downloading their apps.