Apple is offering developers the chance to sign-up for personalised URLs, providing easy to read (and remember) links to content.

CNET noted that one of the first sightings was in an ad break during the Super Bowl, which used the link to promote the app supporting Paramount’s movie Star Trek: Into Darkness.

The shortlink format is – with developers able to promote either single apps or their whole portfolio.

In its developer terms and conditions, Apple said that “these App Store Short Links are provided as a convenience and are not guaranteed to link to a particular app or company”, and did not state how disputes between developers with similarly-named apps would be handled.

In this case, it told developers to “continue using the standard URLs, which contain a unique numerical identifier within the URL”.