The Great App Purge Googles Quality Overhaul

In early 2025, the tech world was rocked by a revelation that caught even seasoned app developers off guard: Google’s Play Store had lost nearly half of its apps in the span of just over a year. What seemed at first to be a quiet pruning of low-value software turned out to be a full-blown purge, 47% of apps had vanished. A platform that once boasted the largest catalog of mobile applications suddenly found itself leaner, quieter, and, according to Google, better.

This wasn’t a fluke. It was a reckoning.

Welcome to the new Google Play Store, where the mantra has shifted from “anything goes” to “quality over quantity.” But what exactly caused this massive shift? Was it reactive, preventative, or both? And how does this dramatic culling compare to Apple’s more methodical, and some say more effective, approach to app store curation?

The Great App Purge: Google's quality overhaul

In this in-depth cover story, we explore the forces behind Google’s app purge, the new rules of engagement for developers, how Apple’s App Store is faring by comparison, and what all this means for the future of monetization in the mobile app economy.

A dramatic decline: The 47% drop

Since the start of 2024, the Google Play Store has seen its app count fall from an estimated 3.4 million to just 1.8 million by April 2025. This 47% drop is the most dramatic in the Play Store’s history and likely the largest single-year decline ever recorded by a major app platform.

By contrast, Apple’s App Store, which now hosts around 1.64 million apps, has seen a slight uptick in the same period. While Google’s storefront was being overhauled, Apple’s remained stable, consistent, and largely unaffected.

So why did Google gut nearly half of its app ecosystem?

Why the purge? Google cleans house

Google has long taken pride in the openness of Android. Its laissez-faire approach allowed for innovation, speed, and a wide diversity of apps. But it also invited problems, namely, spam, clones, low-functionality apps, and outright malicious software. Over time, the Play Store became cluttered, inconsistent, and in some cases, downright unsafe.

To address this, Google initiated what insiders have dubbed the “Great App Purge.” In mid-2024, the company introduced sweeping policy changes that significantly raised the bar for app quality. These included:

• Tightened enforcement against apps with limited content or utility.
• Elimination of one-function apps that merely serve as web wrappers, wallpaper displays, or static brochures.
• Crackdowns on copycats and misleading apps, many of which existed solely to game SEO or deceive users.
• Mandatory developer verification, especially for new entrants, requiring more stringent identity checks and testing.
• Extended review periods for new developers and new apps.
• Increased investment in human review, supplementing algorithmic detection of policy violations.
• AI-powered detection systems to flag apps that may be dangerous, non-compliant, or deceptive before they reach users.
   

By year’s end, Google had blocked over 2.36 million policy-violating apps from publication and banned more than 158,000 developer accounts. These weren’t just dormant apps; they were active attempts to get software onto the platform that didn’t meet Google’s new standards.

It wasn’t just a quality initiative, it was a philosophical shift.

Developer reactions: Relief and uncertainty

For developers, reactions to the purge have ranged from applause to anxiety. On the one hand, serious developers have long struggled for visibility in a store teeming with junk. For them, this cleanup has made it easier to be discovered by users and treated as legitimate.

As one indie developer of a productivity app told us, “I’ve had to compete with dozens of low-effort clones for years. With many of those gone, my install rate jumped 15% in just a few weeks. It’s a game-changer.”

But others aren’t so thrilled.

Some smaller developers, especially those who built minimal or niche apps, worry they’ll be collateral damage. They argue that simplicity doesn’t always mean low-quality, and that some lightweight apps, such as specialized tools or local-use applications, risk being flagged unfairly.

Indeed, stories are emerging from forums and Reddit threads about apps being delisted with little warning. Developers are left navigating an appeals process that can feel opaque and slow. Google has promised more transparent communications, but the balance between enforcing quality and preserving innovation remains delicate.

Apple’s app store: Quality by design

In stark contrast to Google’s reactive measures, Apple’s App Store has maintained a stable catalog by relying on quality controls since day one. Apple’s stringent review process has often been criticized for being too rigid or opaque, but its effectiveness is difficult to dispute.

In 2025, Apple’s app count has held steady, increasing slightly to 1.64 million. Unlike Google, Apple didn’t need to purge millions of apps, because they never made it through the gates in the first place.

Apple’s rejection rate is notoriously high for:

• Apps with duplicate functionality.
• Minimal utility or lack of engagement.
• Incomplete content or placeholder apps.
• Privacy violations or deceptive behavior.
   

This curation-first approach means Apple deals with fewer cleanup operations, although it did conduct a significant purge back in 2017, removing hundreds of thousands of outdated or clone apps. Since then, the App Store has been quietly and consistently pruned on a rolling basis.

As a result, developers launching on iOS have long known they’ll need to clear a higher bar, but with the benefit of a more stable and trusted storefront.

The monetization question: Which store pays more?

For developers, app quality is just one concern. Monetization is the other elephant in the room. And here, the difference between Google and Apple is even more pronounced.

Despite Android’s larger user base, Apple dominates app revenue.

Recent analytics indicate that Apple’s App Store generated over $100 billion in consumer spending in 2024, while Google Play brought in about $47 billion. That’s a revenue gap of more than 2-to-1, even though Android holds approximately 70% of the global smartphone market.

Why?

• iOS users spend more per user. In the U.S., iPhone users are statistically more affluent and more accustomed to paying for apps and subscriptions.
• Better subscription compliance. Apple’s in-app purchase and subscription models are better regulated and often more reliable for developers.
• Higher ARPU (average revenue per user). Especially in Western markets, iOS yields greater returns per download.
   

For U.S.-based developers, the choice is often clear. Many launch on iOS first for better monetization, even if Android offers broader reach. If you’re building a subscription-based tool or a paid app, Apple’s ecosystem tends to pay better, period.

That said, Android isn’t without opportunity. For apps monetizing through ads or freemium models, Android’s larger install base offers potential scale. And in emerging markets, Android’s reach is invaluable. Google has also worked hard to improve developer monetization through better subscription management tools, reward ads, and local payment integrations.

But at the top-end of the market, especially in North America and Europe, Apple remains the developer’s first-class ticket.

Different philosophies, converging paths

While Google and Apple have long differed in their approach to app store curation, the gap may now be narrowing.

Google’s shift toward stricter quality enforcement makes the Play Store feel more “Apple-like,” though without the full rigidity of Cupertino’s regime. In a way, Google is finally embracing what Apple realized long ago: that users value trust, safety, and functionality over volume.

This convergence may be good for the industry as a whole. It raises the baseline for what’s considered an acceptable app and forces developers to prioritize design, performance, and utility over quantity.

As Richard Harris reflects: “For years, developers treated Android like the wild west and iOS like a gated community. Now, the sheriff’s arrived in town on Android. It might be uncomfortable for some, but it’s what the ecosystem needed.”

What’s next for developers?

If you’re building for mobile in 2025, here’s what you need to know:

• Quality matters more than ever. Whether on iOS or Android, low-effort apps will not survive. Invest in polish, test thoroughly, and focus on delivering value.
• Expect longer reviews. Particularly on Google Play, expect delays if you’re a new developer or if your app raises red flags for policy compliance.
• Monetization favors iOS. If your revenue model relies on purchases, subscriptions, or premium features, launch on iOS first unless you have strong traction on Android.
• Compliance is key. Both platforms are under increasing regulatory pressure, from Europe to the U.S., so privacy, transparency, and data handling will face greater scrutiny.
• User trust is currency. With so many scam apps being removed, apps that gain and retain user trust will stand out more than ever.

Conclusion: The age of app maturity

The days of growth-at-any-cost in the mobile app world are over. What we’re witnessing in 2025 is the beginning of app maturity, where both major platforms are prioritizing sustainability, safety, and user experience over ballooning catalog numbers.

Google’s great purge was necessary. It was long overdue. And while it may have startled developers, it ultimately resets the ecosystem toward a healthier future.

Apple, meanwhile, continues its methodical march, its App Store still the gold standard for curated digital experiences. And if Google sticks to its new principles, the gap in quality may finally begin to close, even if the revenue gap does not.

From a developer’s perspective, this shift means fewer shortcuts, more scrutiny, and a renewed emphasis on excellence. The bar has been raised. And that’s good for everyone.