iOS is one of the largest gaming platforms in the world, and Apple earns significant revenue from third-party games sold through the App Store. But this doesn’t always promote (or preserve) high-quality games or encourage innovation and creativity. That could soon change, according to a new report.
A report from 9to5Mac, based on “reliable sources familiar with the matter,” claims that the company is working on a new app that will largely mimic the structure and focus of the App Store, but will be devoted entirely to games. It will also incorporate elements of Game Center, but will not replace it.
The site’s sources indicate that the application, like the App Store, will be based on a tabbed interface: there will be one named Play nowfocused on curated suggestions and editorial content, while others will list the user’s games and friends and offer challenges, events, and achievements. It will cover games that are part of the Apple Arcade subscription service, as well as free and paid games currently accessible through the App Store.
So far, it just looks like a rearrangement of existing features in the Games and Arcade tabs of the App Store and Game Center. But 9to5Mac believes Apple is experimenting with new concepts and features, such as ways for players to communicate with each other through iMessage and FaceTime integration, as well as App Clips-based minigames.
This all seems like a promising and sensible move, long overdue. Consolidating apps and games into a single store and interface always seemed like an unnecessary simplification, given the huge difference in iPhone owners’ interest in games. A true games storefront would be a confusing imposition for a large portion of users, but an equally large portion of the market is harmed by the minimal representation currently offered by the App Store’s main app. It makes sense to create a dedicated store and give users the option to opt-in or opt-out.
However, it’s also worth pointing out that Apple’s mobile gaming ecosystem has been struggling for a long time, and gamers will understandably be skeptical that the company is finally going to give the medium the attention it deserves . Apple Arcade was designed to support innovative game developers who tend to lose ground to cloners and scammers on the main App Store, but eventually lose their cool and prioritize feedback metrics on investment and commitment.
A dedicated game store might be a smart idea in theory, but it doesn’t solve the fundamental problem that the easiest way to make money from an iOS game is to use casino-style operating incentives (or copy someone else’s idea). Does the Play now Does the tab really bring out bold and creative new ideas? Or will it eventually return to the games that make Apple the most money?
It’s still a good idea. 9to5Mac’s sources are unsure when the new app will likely roll out. It could appear later in the iOS 18 update cycle or be part of iOS 19 starting in summer 2025.
