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As of 2017, the store features over 2.1 million apps.Developers have multiple options for monetizing their applications, ranging from free, free with in-app purchases, and paid.

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.

Prior to September 2017, Apple offered a way for users to manage their i OS app purchases through the i Tunes computer software.

In September, version 12.7 of i Tunes was released, removing the App Store section in the process.

Starting in March, some (though not all) apps with "free" in their titles were being rejected.

In December 2017, Apple revamped its search ads program to offer two distinctive versions; "Search Ads Basic" is a pay-per-install program aimed at smaller developers, in which they only pay when users actually install their app.

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