Quick Answer
Yes, it is possible to create your own app store, but it requires significant investment and effort. The key steps would be: obtaining an Apple Enterprise Developer license, building a platform to host and deliver apps, recruiting developers, marketing the store, and complying with regulations. Successful examples like Amazon’s Appstore show it can be done, but there are considerable challenges around competing with major app stores like Apple’s and Google’s.
What is an App Store?
An app store is an online marketplace where users can browse, search for, download, and purchase software applications (“apps”) for use on their devices. App stores allow developers to distribute their apps to a wide audience and provide a convenient way for users to find and install new apps.
The two most dominant app stores globally are the Apple App Store for iOS devices and Google Play for Android devices. Both were launched in 2008 and today offer millions of apps. Apple’s App Store currently offers around 2 million apps and has seen over 240 billion total downloads to date.
App stores handle tasks like allowing uploads and updates of apps from developers, reviewing and approving/rejecting app submissions based on published guidelines, making apps searchable and browsable by category, managing payments and revenue splits with developers, and more.
Main challenges of creating an app store
While it is possible to create an independent app store, there are some significant challenges involved:
Building the platform
A large amount of investment and technical expertise is required to build a platform to support hosting, delivering and updating millions of apps. This includes managing app submissions, review processes, storage infrastructure, delivery networks, payment systems, and more.
Attracting developers
Getting developers to build apps for a new platform that lacks an established user base can be difficult. Major app stores like Apple’s and Google’s can offer access to huge built-in markets. A new entrant has to convince developers it’s worth their time and investment to develop for the platform. Offering attractive monetization rates and SDKs/APIs can help.
Marketing and competing for users
Major marketing resources are required to promote a new app store directly to consumers and drive adoption. Competing with dominant app stores is extremely difficult given their head starts and built-in distribution advantages. As more users join, more developers are attracted, creating a self-reinforcing cycle.
Review processes and security
Rigorous app review processes are needed to maintain quality standards, keep out malware, and enforce any restrictions the store wants to impose. This requires significant personnel resources. Security measures are also needed to protect users’ data.
Compliance with regulations
App stores must comply with any relevant regulations in the jurisdictions they operate in around areas like privacy, content restrictions, in-app purchases, and monopolistic practices. This often requires legal expertise.
How to create your own app store
Despite the challenges, it is possible to create an app store with enough determination and resources. Here are the key steps involved:
Obtain an Apple Enterprise Developer license
To legally distribute iOS apps, an Apple Enterprise Developer Program membership is required. This currently costs $299 per year and allows custom B2B app distribution. Multiple team members can access the account.
Regular Apple Developer accounts don’t allow iOS app distribution outside the App Store. Jailbroken iOS devices could install apps from third-party stores, but this niche market is shrinking.
Build the app store platform
A significant software engineering effort is required to build an app store platform comparable to Apple’s and Google’s offerings. At minimum, the following core functions need to be implemented:
- App submission workflows and automated review
- Storage infrastructure to hold app binaries and metadata
- Databases and cloud servers to run the platform
- Content delivery networks (CDNs) to deliver downloads globally
- Search indexes, categorization, charts, and browsing features
- User account systems with profile management
- In-app purchase and subscription APIs
- Payment gateways to process purchases securely
- Developer payout systems and revenue split management
Additional suggested features include push notification services, advertising platforms, and app review and abuse reporting systems.
Attract developers and apps
The “chicken and egg problem” makes it hard to attract both users and developers simultaneously to a new platform. A few strategies that can help include:
- Partner with key app providers to commit content upfront
- Offer attractive developer incentives like 85/15 revenue splits
- Launch exclusive anchor apps to draw initial users
- Provide robust SDKs, docs, and support to drive adoption
- Target specific developer communities across various app genres
Gradually expanding the app catalog size and diversity helps make the store more attractive for subsequent developers and users.
Promote the app store to drive adoption
To drive consumer adoption, significant marketing across multiple channels is required, including:
- TV, print, and online advertisements
- Website and app store branding
- SEO optimization and content marketing
- App store search optimization
- Preloaded storefront on devices
- Influencer and KOL promotions
- Social media engagement
As momentum builds, word-of-mouth and direct user referrals become bigger acquisition drivers. Release of popular exclusive apps can also drive consumer interest.
Comply with regulations
It’s crucial to adhere to all relevant regulations imposed by governments in the regions the app store operates in. For example:
- GDPR privacy controls for EU users
- Restricted app categories in China
- App rating systems enforced in Brazil
- Apple App Store guidelines globally
Staying compliant helps avoid issues like government blocks, app rejections, banes, and fines that could seriously impact the business.
Case Studies of App Stores
While competing directly against Apple and Google globally would be incredibly difficult, there are examples of successful third-party app stores targeting specific regions or app categories:
Amazon Appstore
Amazon launched its Appstore for Android in 2011 as an alternative to Google Play. It preloads on Kindle Fire tablets to offer Amazon content, but is also open to other compatible Android devices. Amazon uses incentives to attract developers like reduced commissions and credits for AWS services. The Appstore continues operating but faces challenges driving broader adoption.
APKPure
APKPure is a third-party app store focused on distributing Android applications, particularly in China and emerging markets. It emerged partly due to Google Play limitations in China. But it now allegedly offers over 2 million apps globally. It remains much smaller than Google Play but serves a niche user base.
F-Droid
F-Droid is a catalogue of FOSS (free and open source software) applications for Android. It serves as an alternative distribution channel for developers wanting to share Android apps with source code freely available. The apps available on F-Droid tend to be non-commercial and niche.
Garena Games Platform
Garena operates an app store/platform for distributing and updating games, particularly popular multiplayer titles. It has a strong user base in Southeast Asia and Taiwan. By focusing on games, Garena provides added functionality like social features targeted at gamers.
GOG.com
GOG.com is a platform operated by CD Projekt that distributes DRM-free classic and indie PC games. While not a full app store, it is an example of a successful gaming marketplace focused on a specific segment. It built a brand around consumer-friendly policies and exclusive classics.
Conclusion
Creating a successful app store requires huge investments, strong partners, motivated developers, differentiated offerings, strategic marketing, and patience to reach scale. Smaller app stores can work by targeting particular user segments and app categories. While challenging, examples like Amazon and APKPure show that alternative app stores can thrive by identifying and aggressively pursuing specific opportunities.
With enough resources andcalculated execution, it is possible for new entrants to build viable user bases and carve out a place in the app economy alongside the dominant Apple and Google stores. But competing head-on with their scale and ecosystems is an enormous undertaking fraught with risks and barriers. The mobile app revolution opened the door for app stores to reshape software distribution – but now poses high hurdles for new players aiming to replicate that success. Nevertheless, opportunities remain open for disruptive thinkers willing to learn from what’s worked before while bringing fresh ideas to the table.
| App Store | Owner | Platform | Launch Year |
|---|---|---|---|
| Apple App Store | Apple | iOS | 2008 |
| Google Play | Android | 2008 | |
| Amazon Appstore | Amazon | Android | 2011 |
| APKPure | APKPure | Android | 2014 |
| F-Droid | F-Droid Limited | Android | 2010 |
| Garena Games Platform | Garena | Android, iOS | 2013 |
| GOG.com | CD Projekt | Windows, macOS | 2008 |
