Type '10 years' into the Apple Store app to celebrate its tenth birthday

Apple Store app on iPhone
Apple Store app on iPhone (Image credit: iMore)

What you need to know

  • The Apple Store app is somehow already ten years old.
  • Apple is celebrating with a new surprise.
  • Type "10 years" into the Apple Store's search box and enjoy.

Time flies when you're having fun, people familiar with the matter say. And it turns out time flies just as quickly when we're buying things from the Apple Store app on our iPhones and iPads – we've been doing it for ten years already! Apple is celebrating by hiding some balloons inside its app, and you can find them right now.

The new Easter egg was spotted by Michael Steeber and he's even included a little video showing us what it looks like. You can try it out for yourself by searching for "10 years" inside the app as well.

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This isn't the first time Apple has done something like this. Every holiday season sees it add falling snow to the Apple Store as if to prove that there's still at least a little bit of whimsy left in the old dog.

Go on, give it a try. Everyone loves free balloons, right?

Oliver Haslam

Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too.

Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.