Chinese rival for App Store

China’s largest mobile social media network WeChat is offering its 768m users a function which allows them to bypass app stores such as that of Apple.

Xiaochengxu — which translates as mini programs — challenges Apple founder Steve Jobs’ idea of an app store overseen by the maker of the iPhone, the device which marked its 10th anniversary this week.

App stores run by Apple and Google generate billions of dollars in revenue globally and for them China is a key target market as its users rely heavily on their phones for daily tasks ranging from grocery shopping to booking nail appointments.