The App Store may have shaken the very foundations of the traditional games industry, but Apple isn't blind to the growing competition it faces.
The result, Brand Republic reports, is that the company is looking to hire a digital marketing team for Europe to lead the reinvigoration of its App Store by making it a more attractive proposition both to brands and consumers in the face of growing competition”.
It is also creating a number of new marketing roles as part of the expansion.
It is also claimed that amongst the ideas Apple is considering is the possible addition of fresh editorial, advertising and product placement options within the App Store.
Apple faces competition from all sides right now. Google's Android OS – and with it the associated App Store – continues to gain momentum. Add to that the rapidly approaching HTML5 format, which promises feature-rich experiences on any internet-connected device, and Apple cannot afford to rest on its laurels.