The App Store is a digital distribution platform, developed and maintained by Apple Inc., for mobile apps on iOS. The store allows users to browse and download applications that are developed with Apple's iOS SDK. The apps can be downloaded to iOS devices; the iPhone smartphone, the iPod Touch handheld computer, the iPad tablet computer, and to the Apple Watch and 4th generation Apple TV as extensions of iPhone apps. According to Apple, the App Store has 2 million apps available as of June 2016, and apps have been downloaded 130 billion times since the App Store's launch in 2008, earning app developers nearly $50 billion in revenue. In the fall of 2016, Apple will roll out major changes to the App Store, which includes ads in search results, and a new app subscription model that will see the firmly established 70/30 revenue split between developers (who have received 70% of money earned from purchases) and Apple (which has earned 30%) change into a new 85/15 revenue split between developers and Apple if a user stays subscribed to the developer's app for a year. On September 1, 2016, Apple announced that starting September 7, it will be removing old apps that do not function as intended or that don't follow current review guidelines. Developers will be warned and given 30 days to update their apps, but apps that crash on startup will be removed immediately. Additionally, app names registered by developers cannot exceed 50 characters, in an attempt to stop developers from inserting long descriptions or irrelevant terms in app names to improve the app's ranking in App Store search results.