Google today announced it is making available .app to the general public. As is the case with .com, .org, .net, and so on, .app will allow individuals or organizations to make use of a website domain ending with .app. In other words, it is a top-level domain (TLD). However, unlike country-specific TLDs, .app is a category-specific one which is what makes this so relevant to app-based developers and businesses. For example, Uber or Lyft could now register Uber.app or Lyft.app and while those particular companies might not benefit as much by utilizing a specific TLD like this, lesser-known apps and developers will effectively be able to advertise their services and products as app-related just through the web address alone. As well as providing a place to offer more comprehensive information on an app to both new and existing users.
A point the Google announcement makes noting how the .app TLD is being made available specifically with apps and app developers in mind. With Google stating those who specialize in mobile apps can still benefit from having a pronounced presence on the web by making use of a TLD such as this. In addition, Google is banking on the security associated with .app to be another selling point with the blog posting confirming all .app domains will be required to connect via HTTPS. While this is not necessarily a major development for web -based entities it does continue Google's wider efforts to bring as much of the web to HTTPS as possible, as soon as possible. On the topic of security in general, Google explains ".app will be the first TLD with enforced security made available for general registration."
In terms of the availability, Google has confirmed it is giving initial preference to its own registrar service, Google Registry, with those opting for this route to secure the most appropriate domain first having to pay an additional cost to do so. This exclusivity period started today and will remain in effect until the close of business on May 7, 2018. After which, individuals and organizations will be able to register a .app domain name either through Google Registry or any competing domain registry service.