The Apple App Store houses over one million apps. Despite once trying to do everything, apps are now being split into single purpose platforms. But how do people actually use them? And which is more useful – the Swiss Army knife approach or a tailored, single purpose app?

Over four iPhones are bought every second. Sprint’s iPhone for Life plan lets Apple fans rent their favourite phone, and get an upgrade whenever a new model comes out. But what impact will it have on brand loyalty, and how does it reflect changing attitudes towards ownership?

The genius of the iPhone wasn’t so much the device itself – the first generation had many flaws – as the fact that it brought apps into the mainstream. Since then, billions have been downloaded, and the latest data shows that users are spending more and more time with them.

The time people spend on smartphone apps is continuing to grow, with Americans devoting almost 70 hours on them in June 2015 alone. But with people’s attention concentrated on just three of the top App Store apps for 80% of this time, is marketing in the others worth it?