Dive Brief:

• Apple, which has historically operated as a "closed off" app store, has entered a deal with Pinterest to enable iOS app downloads directly from Pinterest. 
• The new feature, dubbed "App Pins," includes an "install" button that starts the download process without ever leaving the Pinterest app. 
• The new feature allows for better app discovery than Apple's own App Store and helps advance Pinterest's mobile strategy. 

Dive Insight: 

Developers have long complained that it's nearly impossible to get discovered through the iOS app store. Millions of apps are available but only the top ones appear at the top of search results. The App Pins will directly connect Pinterest users with the apps that fit their needs best, not necessarily the most popular ones.

The move should help Apple and developers market their apps by increasing their visibility with users that are likely to care about the problem the app solves. It makes it easier for users to discover and download the apps. After all, there are 1.4 million iOS apps in the app store, and only the ones with high visibility—typically "Editor's Picks"—get significant attention through the store.

For Pinterest, it opens the door to a number of new monetizable marketing opportunities. That said, Pinterest reportedly is not making any money off the app pins, according to the New York Times, or at least not yet. We'll soon see if Android comes calling.