The development was first spotted by CNET. In fact, the vanity URLs made their debut with a TV commercial for the upcoming film, Star Trek: Into Darkness, during the Super Bowl. The commercial featured the vanity URL, AppStore.com/StarTrekApp.
All URLs will be accessible worldwide and will direct users to their respective country's App Store. Apple has created a separate page in its iOS developer library documentation for developers detailing out the process. The page mentions that developers can create vanity URLs based on the name of their company, name of their app and name of their apps with the company name. Vanity URLs can be created for Mac apps in a similar manner but the URL will start with appstore.com/mac/ in that case. If a URL carries the name of the developer, the resulting page will display all apps developed by that particular developer.Apple also mentions that previously, short links were available using the itunes.com URL, and that the iTunes.com links will continue to work but the company plans to update them as soon as feasible. In case there's a conflict and there are more than one apps using the same name, the URL will direct to a search page. Apple has recommended that developers should use unique names if they want their vanity URLs to work without hiccups.