Apple Is Transforming Your iPhone's App Store

SAN FRANCISCO, June 9 (Reuters) - Apple Inc announced a series of long-awaited enhancements to its App Store on Wednesday, but the new features may not ease concerns of developers and analysts who say that the App Store model - and the very idea of the single-purpose app - has seen its best days. The revamped App Store will let developers advertise their wares in search results and give developers a bigger cut of revenues on subscription apps, while Apple said it has already dramatically sped up its app-approval process. The goal is to sustain the virtuous cycle at the heart of the hugely lucrative iPhone business. Software developers make apps for the iPhone because its customers are willing to pay, and those customers, in turn, pay a premium for the device because it has the best apps. The store is now more strategically important than ever for Apple as sales of the iPhone begin to level off and the company looks to software and services to fill the gap.