Distribution
App Store
Reviewed by Rishabh Jain · OTT & Streaming
Last updated: 2026-06-30
The App Store is Apple's official marketplace for discovering, downloading, and updating apps on iPhone, iPad, and Apple TV. For OTT platforms it is the primary distribution and in-app-purchase channel for iOS and tvOS streaming apps.
Enveu take
Getting through App Store review cleanly — especially the in-app purchase rules — is the difference between launching on time and a multi-week rejection loop.
DistributioniOS / tvOSApp reviewIn-app billing
What it is
The App Store is the curated marketplace built into every iPhone, iPad, and Apple TV. Users discover apps through search, editorial features, and charts, then install and auto-update them. For an OTT operator, shipping an app to the App Store is how you put your branded streaming service on Apple's ~1.5 billion active devices.
- Search, charts, and editorial drive organic discovery
- Apps are reviewed before every release
- Updates are delivered automatically to installed devices
Why it matters
For most OTT platforms, Apple devices represent a large share of paying viewers. The App Store controls discovery, updates, and — critically — how you can charge: subscriptions and one-time purchases on iOS generally must use Apple In-App Purchase, which carries a commission. Understanding its rules shapes your pricing, release cadence, and go-to-market timeline.
Key points
- Primary distribution channel for iOS and Apple TV viewers
- In-app digital purchases must typically use Apple IAP (commission applies)
- App review can reject builds for billing, metadata, or content issues
- Versioning and phased rollout are managed through App Store Connect
How it works
1
Build & submit
Package the iOS/tvOS app and upload it to App Store Connect.
2
Review
Apple reviews the build against the App Store Review Guidelines — content, privacy, and billing.
3
Approve & release
Once approved, publish immediately or schedule a phased rollout.
4
Update
Ship new versions through the same review pipeline; users auto-update.
Where you encounter it
Launching a new OTT appSubmitting subscription / PPV billing for reviewPhased version rolloutsResponding to a review rejection
Key variations
App Store (iOS/iPadOS)
iPhone and iPad apps.
App Store (tvOS)
Apple TV apps, reviewed under the same guidelines.
Google Play Store
The equivalent marketplace for Android and Android TV.
Real-world example
Avoiding a launch-day rejection
A broadcaster planned an App Store launch tied to a live sports season.
Challenge
- Subscription flow bypassed Apple IAP
- Metadata referenced an external payment page
Action taken
- Routed iOS subscriptions through Apple In-App Purchase
- Removed external purchase references from the app and metadata
Outcome
The app cleared review in a single pass and launched on schedule for the season opener.
Frequently asked questions
What is the App Store?
The App Store is Apple's official platform for distributing iOS and tvOS apps to iPhone, iPad, and Apple TV users. OTT services publish their streaming apps there and can sell subscriptions through Apple in-app purchases.
How do OTT apps get on the App Store?
An OTT app is submitted to Apple through App Store Connect, passes Apple's review for technical and content guidelines, and is then published to the store — where users discover, download, and update it.
What is the difference between the App Store and Google Play?
The App Store distributes apps for Apple devices (iOS, tvOS); Google Play distributes apps for Android and Android TV. Most OTT platforms publish to both to reach every viewer.
What commission do app stores take?
Commonly 15–30% on in-app purchases, with reduced rates for small developers and, on some stores, for subscriptions after the first year. Rates and exemptions shift with regulation, so check current terms per store — this materially affects subscription margin.
Can I avoid store commission on subscriptions?
Sometimes. Many streaming services sign users up on the web and let them sign in inside the app, and some stores now permit external purchase links under reader or anti-steering rules. It reduces the cut but adds friction, so most services offer both paths.
Build it with Enveu
Launch your OTT app on the App Store
Enveu ships native, review-ready apps for iOS, Apple TV, Android, and 12+ more platforms — billing and store compliance built in.