You will finally be able to buy a .APP domain starting this May


A little more than three years ago Google bought the .APP domain extension, which everyone thought was going to be a hit. Then it, well, didn’t come out and those who were looking forward to it have been left in suspense.

“The Internet’s naming system is expanding beyond the traditional domains like .com and .org — and this week Google paid $25 million for “.app” in an auction.

Google beat out a dozen competitors, including Amazon, for the rights to .app. Ultimately “Charleston Road Registry,” the name Google uses for its domain registry, won the .app domain for a cool $25,001,000.” (Source – NBC News)

Now the release date of .APP has been released, and it’s just around the corner. With such a big chunk of change being spent on .APP I think we can expect a pretty solid marketing budget to follow, especially given that three years has passed since Google bought it. I learned about the release date for .APP on popular domain name blog Domain Incite:

“Google has finally released its launch timeline for the could-be-popular new gTLD.

.app will go to sunrise March 29, the company said last week.

Trademark holder exclusivity will end May 1, at which point a week-long Early Access Period will kick in.

There will be an extra fee, so far undisclosed, for EAP buyers.

Finally, on May 8, everyone will get access to the domain as it goes into general availability.

Registry pricing has not been disclosed.”

(Source –

If I were to guess I’d say we should see ad campaigns starting to hit in April and going strong this summer. On top of that we’ll of course start to see .APP domains get used in the wild and if Google doesn’t have some kind of connection between .APP and their own Play Store I’ll be surprised.

While I’ve mostly stayed away from investing in new gTLDs I do think I will end up buying some .APP domains, this is one of the extensions, along with .WEB and a few others, that I think are going to see widespread adoption over the next 5 – 10 years.

What do you think? Is .APP going to be a hit or did Google overpay for this long-awaited new domain name extension? I want to hear from you – comment and let your voice be heard!

{ 8 comments… add one }

  • Snoopy March 5, 2018, 10:22 pm

    Most people now know the ntlds are done and dusted. This could have sold very well a couple of years ago.

    I would be surprised if Google were going to put effort into this long term, they’ve taken 3 years to launch which suggests it is a low priority.

  • Reality March 5, 2018, 10:50 pm

    Even at the new TLD peak, why would anyone need a domain for an app? People find apps either directly in the store or through advertising that leads to the store. These extensions are as dead as the dodo.

  • Anunt March 6, 2018, 12:03 am

    Google spending $25 million on .app means absolutely nothing.
    It’s like me investing .25 cents … i could careless.
    .app is worthless.
    Problem with domainers is that they fall in love with domains.
    There are only 10,000 domainers.
    There are 7+ billion people.
    Do a survey and ask some of those 7 billion normal people.
    They all could care less about .app

  • Jack March 6, 2018, 1:00 am

    Google just lost $25M.
    They just didn’t want .app to fall in the hands of Amazon, just like Verisign didn’t want .web to be owned by a competitor.
    Now both .app and .web are dead extensions.

  • Taylor March 6, 2018, 7:35 am

    This just shows how disconnected most people are, if .net’s are dropping like flies, why would .web take off?

    Google just wanted to secure .app for ip purposes, it’s chump change

  • @domains March 6, 2018, 10:18 am

    I could see an app maker using a .app domain to forward to the download page of their app at Google Play or the App Store. Especially if the .com of their app name is taken, .app will be a good second choice. Whether there will be a great aftermarket for them is another question, probably like other new gtlds it will only be the super premium ones that have value, like or

  • Barney March 6, 2018, 7:08 pm




  • Anthony Mitchell March 7, 2018, 7:53 pm

    The publicity campaigns for open nTLDs have had their chance at bat, so it’s a no-brainer that Google’s .APP will add energy and a new sense of urgency to the non-COM movement, inspiring other .BRAND and partially open nTLD registries to step up to the plate. It could also prompt new applicants to step forward in ICANN’s upcoming nTLD application window.

    Marketing will set .APP apart from the other nTLDs. The difference between the marketing strength of the commercial registries and the Big Five (including Google) is analogous to Little League teams seen in comparison to national teams. The Big Five can cross-market and cross-subsidize better than anyone else.

    Will Google hit the ball out of the park with .APP? Perhaps, but a better question is: Will any .APP registrants (besides Google) achieve escape velocity in the startup game?

    The biggest competitor to .APP could well be .TECH by Radix. Success for .APP registrants will support .TECH, IMO, and vice versa. This is not a zero-sum game as far as nTLDs are concerned.


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