Apple has hired venture capitalist Josh Elman to improve its App Store discovery.

Apple has hired Josh Elman, a prominent venture capitalist and former vice president of products for the stock trading app Robinhood, to improve the discovery of iOS apps on the App Store. Elman announced the news on his Twitter account on Monday, saying he has resigned as a board partner for Gray Rock Partners and as a board member for prominent tech companies such as Discord and Medium.

With Elman joining the App Store team, Apple’s App Store stewardship could improve the relationship between iPhone makers and developers after a fairly tough year questioned by critics, rivals and regulators. There is. For example, Elman is a board member and investor in Houseparty, a chat app previously acquired by Fortnite creator Epic Games.

2 / I join Apple and work on the @ AppStore to help customers find the app that works best for them.

Josh Elman (@joshelman) November 30, 2020

Epic is currently suing Apple for removing Fortnite from the App Store, but this is just one of many controversies Apple has overcome over the last 12 months. The other is an ongoing European antitrust investigation.

Apple recently spread the olive branch to the app development community and announced a new small business program earlier this month. This halves the standard App Store fee for developers under $ 1 million annually. The company also sought to compromise with many app developers, most notably Hey email client creator Basecamp, and tech rivals like Microsoft over complaints about certain App Store restrictions.

Elman doesn’t say whether he’ll tackle the developer relationship at all, but says he’ll focus on helping customers find the app that works best for them. Anyway, given its position in the VC and software industry and its ability to identify apps before they become a multi-billion dollar business, Elman should provide valuable insights into the big iOS apps of the future.

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