Google Play apps drop 47% since early 2024
Google Play is undergoing a dramatic transformation. Since the start of 2024, the number of apps available on its platform has dropped from 3.4 million to approximately 1.8 million. This nearly 47% reduction, highlighted by app intelligence firm Appfigures, signals a deliberate shift in the Android ecosystem. Meanwhile, Apple’s App Store saw a modest increase in app count, suggesting that the trend is unique to Google.
Why has this happened? One reason is quality control. Historically, Google Play allowed more apps with minimal review. This leniency often resulted in an influx of low-value, scammy, or even non-functional apps. In contrast, Apple has consistently enforced rigorous app standards. Google, however, began tightening its policies in mid-2024, marking a clear change in approach.
In July, Google announced stricter requirements for app listings. It no longer only targets apps that fail to install or crash; it now removes those that offer minimal functionality. For instance, static apps with no interactive features, single-purpose apps like basic wallpaper galleries, or apps that essentially do nothing have been culled. This new policy has substantially reduced clutter and improved app quality for users.
Quality Over Quantity
Google confirmed that several policy updates contributed to this shift. The company now enforces stronger verification processes for personal developer accounts. In addition, it has increased human oversight to detect and remove deceptive or fraudulent apps more effectively. It also requires more thorough app testing before approval, improving the reliability of new releases.
Alongside these efforts, Google has invested in AI tools for threat detection and introduced more robust privacy protections. These changes have led to the rejection of 2.36 million apps that violated store policies and the banning of over 158,000 developer accounts.
Looking Beyond the Numbers
While these internal changes have clearly influenced the decline, one external factor may also be at play. The EU introduced a new rule in February requiring developers to disclose trader status, including name and address, on app listings. Those who didn’t comply risked removal in the region. Notably, Apple implemented the same rule without seeing a drop in app count.
Interestingly, Appfigures observed a decline in Google Play’s app numbers even before the official crackdown began. Though the reason remains unclear, new app releases are on the rise. So far in 2025, there have been 10,400 new apps published, marking a 7.1% year-over-year increase as of April. This suggests a shift not only in quantity but also in the kind of developers choosing to build on the platform.
