Apple's App Store reached landmark 10 billion downloads on Saturday, further underlining the lead of the iPhone-maker in mobile online software battle, a counter on front page of the store showed.

Apple launched the iPhone store in mid-2008 and it proved to be an instant hit, driving sales of the smartphone and helping reshape the way mobile content is delivered.

The iPhone app store offers more than 300,000 programs, and there are also more than 40,000 apps available for the iPad.

Its closest rival is privately-held GetJar, which sells software for all platforms, and reached 1 billion downloads in June 2010.

Google's Android Market and Nokia's Ovi Store are among other larger mobile online stores.

(Reporting by Tarmo Virki)

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