Apple App Store UK Q3 2010 Analysis

2. All Rights Reserved by APPMANIFESTO All Rights Reserved by APPMANIFESTO “Tale of the Tape” Big Picture: iPhone Number of Apps Number of Publishers Average App Memory Average App Price 152, 065 253,300 32, 568 53,290 10 . 11 14.89 £1 . 34 1.39 +66% +64% +47% -4%

3. All Rights Reserved by APPMANIFESTO All Rights Reserved by APPMANIFESTO “Tale of the Tape” Big Picture: iPad Number of Apps Number of Publishers Average App Memory Average App Price 27,116 8,630 35.39 £2.65

4. All Rights Reserved by APPMANIFESTO All Rights Reserved by APPMANIFESTO iPhone Movement: Highlights Q3 2010 • Business led the way in sheer app growth rising 100% from Q1 reaching 7,897 apps • Photography had the biggest memory size jump at 135% growth reaching 11MB from Q1 • Books continue to be the dominant category on the store with 38,728 apps. Books recorded the most significant price increase from Q1 with a 20% uplift reaching a flat £2.00

5. All Rights Reserved by APPMANIFESTO All Rights Reserved by APPMANIFESTO iPhone Movement: Highlights Q3 2010 • Reference took a beating with the largest decrease from Q1 at 15% dropping to £2.08 • Number of free app (versus paid) remains remarkably consistent with its US counterpart at 31%, which is an incremental increase from Q1 at 27%. • Paid applications, the highest share at the £0.59 price band is Entertainment at 73% Clearly, most Entertainment apps are priced at the cheap thrill price point.

12. All Rights Reserved by APPMANIFESTO All Rights Reserved by APPMANIFESTO iPad Movement: Highlights Q3 2010 • Books and Education claim the lionshare of shelf space occupying more than a third of the store at 36%, including 6,573 and 3,197 apps respectively versus 27% for iPhone • App developers view the iPad form factor as more appealing for reading and learning activities than iPhone. In contrast, on-the-go, snapshot activities such as those found in Entertainment and Lifestyle are less compelling for iPad and make up a smaller proportion than they do on the iPhone side.

13. All Rights Reserved by APPMANIFESTO All Rights Reserved by APPMANIFESTO iPad Movement: Highlights Q3 2010 • The number of free app (versus paid) remains sits at 21%, markedly lower than iPhone apps at 31%. News has the highest share of free apps at 72%, which is higher than its iPhone app equivalent and dramatically higher than the 2nd highest free app share with Business at 41%. • Interestingly, News and Weather are at 0% with paid apps at the £5.99 level or above and Social Networking is at 1%.

20. All Rights Reserved by APPMANIFESTO All Rights Reserved by APPMANIFESTO Apple App Store UK Metrics October 2010 Edition • On Friday, November 12th, we will be launching a new monthly issued product • This is for digital marketers that need to understand the UK Apple App Store landscape. This tool provides a comprehensive summary of app store metrics including a high-level dashboard and app segmentation by key attributes.

Apple App Store UK Q3 2010 Analysis

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