What it is
OpenAI opened Apps inside ChatGPT: a built-in app directory users can search and browse, and ChatGPT proactively suggests apps when they’re relevant to the conversation (mention buying a home and it surfaces Zillow). It’s built on the MCP protocol, with developer submissions opening up over time.
Why it matters to you
This is a brand-new discovery surface — not just “being cited in an AI answer” but appearing inside ChatGPT for people to use. For brands with a service or tool, it’s another entry-point battleground, with logic similar to the App Store or a Google Business listing.
Should you act now
This only matters for services that can plausibly become an app — pure content sites, not so much. It’s new, the rules will change, and it takes development work. First assess whether your service is a fit and worth it, then decide whether to queue it — don’t build it just because it’s hot.