Applications software can be written for a particular operating system (OS), such as Android, iOS or Windows. App developers typically specialize in a specific development area, such as mobile phone applications, graphics software, accounting software, or office suites.

Marketing firms often conduct research in order to gather information relating to consumer needs. This information is then passed on to app developers who create new applications that meet the public's needs in terms of use and cost. Several versions are made of the same basic application that can be read by different types of devices, such as cell phones, tablets and personal computers.