.app launched in 2018 as Google's flagship TLD after winning the gTLD auction for $25 million. It was the first TLD to require HTTPS by default — every .app domain must serve content over HTTPS, which is enforced at the DNS level via HSTS preloading. By 2024, .app had surpassed .io in new registrations and carved out a genuine niche as the go-to TLD for mobile apps and SaaS products. Registration growth of 37% year-over-year makes it one of the healthiest gTLDs from the 2012-2018 launch wave.
Key Facts About .app
- Registry operator: Google Registry
- Launched: 2018
- Total registrations: ~1 million
- Best for: Mobile apps, SaaS products, web applications, dev tools
- Our scoring engine multiplier: 10% of the equivalent .com value
The HTTPS-required difference
Unlike every other major TLD, .app domains must serve HTTPS — it's enforced by browsers via HSTS preloading at the registry level. This has two effects:
- Security signal: Users know a .app URL is always encrypted. For app downloads and financial tools, this matters.
- Configuration requirement: You cannot run a .app domain without a valid SSL certificate. For modern development this is a non-issue (Let's Encrypt is free), but it catches some users off guard.
Google as registry operator
.app is operated by Google Registry, part of Alphabet. This gives it strong technical infrastructure (Google's DNS is among the world's fastest) but introduces some concern about single-company TLD control. Google has been a stable operator, but corporate policy changes are always possible.
Market fit
.app has found genuine product-market fit with mobile developers and SaaS builders. Products like Shop.app (Shopify), Notion-style tools, and mobile utilities have adopted it. Aftermarket average of $42,718 puts it ahead of .net and .org, though below .ai.
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Appraise a Domain →Notable .app Sales
| Domain | Sale Price | Year |
|---|---|---|
| Scan.app | $50,000 | 2020 |
| Shop.app | $40,000 | 2020 |
| Pay.app | $35,000 | 2021 |
| Note.app | $25,000 | 2019 |
| Weather.app | $20,000 | 2022 |
| Budget.app | $15,000 | 2023 |
Pros and Cons
Advantages
- HTTPS-required by default — stronger security signal
- Operated by Google (strong technical infrastructure)
- Clear category signaling for mobile and SaaS
- Surpassed .io in new registrations in 2024
- Good availability — 2018 launch means many premium names still findable
- Reasonable pricing ($12-$20/yr)
Drawbacks
- HTTPS-only requirement means no non-secure sites (usually a pro, occasionally a config headache)
- Still needs to build aftermarket maturity
- Less established than .com or .io
- Google Registry governance — some concerns about single-company TLD control
Where to Register .app
Pricing varies significantly across registrars. The numbers below are typical current market rates — always check the registrar's site for current offers, especially renewal pricing.
| Registrar | First Year | Renewal | |
|---|---|---|---|
| Spaceship Recommended | $13.98 | $19.98 | Register |
| GoDaddy | $17.99 | $24.99 | Register |
| Namecheap | $15.98 | $20.98 | Register |
| Dynadot | $14.99 | $14.99 | Register |
Frequently Asked Questions
Can I run a .app domain without HTTPS?
No — HTTPS is required at the browser level via HSTS preloading. You'll need a valid SSL certificate (free via Let's Encrypt).
How much does a .app cost?
$12-$20/year at most major registrars.
Is .app good for SEO?
Yes — the forced HTTPS is actually an SEO plus (HTTPS is a confirmed Google ranking factor).
Who operates .app?
Google Registry, which acquired the TLD at auction in 2015 for $25M.
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