9to5Mac says a source is telling them that Apple will debut an updated version of their Apple Store app for the iPhone and iPod touch on Tuesday July 23rd. The updated app will be redesigned to fit more in line with the UI of the App Store, iTunes Store, and iBookstore iOS 6 apps.
This slight interface change comes for a good reason: one of the main new features of the app is downloadable content. As you can see in the photo of the upcoming app update […] the app will promote content from the three Apple content stores. This content normally costs money, but it will be available free for a limited time via this new app.
Apple, internally, positions this as a way to boost content sales as this new feature is designed to raise awareness about Apps, iTunes, and iBooks content.
Sources report that the update is also designed to go with a new initiative in Apple Stores. Apple employees will be encouraged to install the Apple Store app on each newly purchased device. Tim Cook noted in last month’s summit for Retail Leadership that only 20% of Apple’s customers know of the existence of the Apple Store app.
Installation of the app at the time of the device sale will certainly up that percentage, and it can only help that the Apple Store app was recently update with push notifications to helpfully let a user know when they’re eligible for an iPhone upgrade.