Apple announced a revamped App Store this week that will allow developers to advertise as consumers search for new apps.
Developers will also receive a bigger cut of the revenue from subscription apps, and Apple has said it has already sped up its process to approve apps before they are put on sale.
But developers and analysts fear it will not help end the steady decline of individual app sales.
The old slogan "There's an app for that" may have become truer than the individual who first coined it imagined - today there are over 1.9 million apps, according to analytics firm App Annie.
"The app space has grown out of control," said Vint Cerf, one of the inventors of the internet, to a San Francisco conference on the future of the web Wednesday.
"We need to move away from having an individual app for every individual thing you want to do."
Artificial intelligence (AI) has already begun to replace using individual apps - particularly in the form of the voice-controlled Siri, whom consumers ask for various things as opposed to using individual apps. Certain apps such as Facebook Messenger are also expanding to include shopping and document storage options.
Still, a total takeover of individual apps is in the distant future. App Store revenues have increased 35% over the past year, Apple CEO Tim Cook said on a recent conference call. The App Store is thought to be of even more importance to Apple's revenue stream as iPhone sales level off.