When the new iPhone goes on sale Friday, Apple Inc. will also launch an online software store, called App Store, to peddle a potpourri of programs such as games, pedometers, tip calculators and language translators for the device. The company hopes that by enabling buyers to transform the phone into a personalized electronic Swiss Army knife of sorts, it can boost sales. The store is another way that Apple is changing the mobile market since the first version of the iPhone went on sale in June 2007. The new App Store will be the only retailer of Apple-sanctioned software programs for the iPhone family and the iPod Touch.

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