Owning one of Apple's mobile phones could become a priority for many consumers if changes to the way the firm locates its apps results in a rise in quality.
The technology manufacturer states it is to relax the restrictions that are currently imposed on those who develop the downloads found on the App Store.
With more than 250,000 available and 6.5 billion purchased each year, apps are an important part of the smartphone experience.
Apple may be hoping its loosening of the rules will allow developers to design tools and functions even greater than it currently offers.
In such a scenario, the desire to own an iPhone, iPod Touch or iPad could further increase.
The firm says it will also publish its guidelines for reviewing potential new apps, giving producers a vital take on what it is looking for.
Apple's iPhone 4 was released in the UK and four other countries on June 24th, before being rolled out across more markets in the following weeks.
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Posted by Paul Whalley