According to new reports, Apple has a "secret team" working on a major overhaul of its App Store.
Citing "people familiar with the plans," Bloomberg reported that Apple has a team of about 100 employees working on major changes to the App Store. According to these sources, Apple is considering a Google-like model, in which companies would pay to have their apps listed at the top of search results. Paid search would give Apple another way to monetize the App Store. Currently, Apple gets about 30 percent of each app sale. Many of the Apple employees working on the project are engineers from Apple's advertising group iAd, which is being phased out. The project is being led by Apple Vice President Todd Teresi, who led iAd. In 2012, Apple acquired Chomp to improve discovery in the App Store, but it still needs work. With the current system, new apps can take hours to days to be indexed in all of the App Stores. This team is also reportedly working on improving search and browsing within the App Store, hopefully addressing this and other issues.
In December, Apple announced that Phil Schiller, Apple's SVP of Marketing, would be expanding his responsibilities to include overseeing the App Store, replacing Eddy Cue, who leads the services division. This secret team may be one of Schiller's ideas, as reports indicate that the team hasn't been working long. Since the project is still in its early stages, it is unclear when users could start seeing any changes. Apple may announce the App Store changes at WWDC this summer, if the team has any progress to report by then, but has so far declined to comment on these reports.
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