In collaboration with Apple Inc., Pinterest today announced a new feature available in its iOS app for iPhone and iPad. “App Pins” will help users discover and install iOS apps from directly within the Pinterest app.

Just like recipe Pins list a dish’s ingredients and preparation time, product Pins list prices and availability and article Pins provide a headline and excerpt, app Pins will help users find apps they would otherwise not have found via traditional channels.

“Let’s say you’re Pinning workout inspiration to your Marathon Training board. If you see a fitness app that helps you reach your goals, you can download it right from Pinterest.”

When a user finds an app they like, a simple tap lets them install the app on their iPhone or iPad without having to exit the Pinterest app. App Pins are only visible when using Pinterest on an iPhone or iPad.

In addition to its “featured” section on its App Store, Apple will now also Pin curated apps to the company’s own Pinterest Boards. To kick off the initiative, Apple is featuring apps and other fashion related Pins on the App Store board, hooking into the New York Fashion Week taking place this week.

Huge news: we’re now on @Pinterest! This week we’ll be pinning live from #NYFW. https://t.co/bSpUWUKPcK pic.twitter.com/oadXbauiIt

— App Store (@AppStore) February 12, 2015

Evan Sharp, one Pinterest’s founders, feels the social bookmarking service is the ideal place for users to discover apps as the platform is already an established method for its 70 million monthly users to share and discover a variety of new things.

“We can be a really powerful service for app discovery, which is a problem that still really hasn’t been solved,” Sharp told The New York Times. “Our specialty is really connecting people to the things they want to do.”

Pinterest says it is uniquely positioned to help promote apps since people already use it to find new things to do, see and buy. Unlike Facebook, which is predominantly used connect with friends, or Twitter, which is used to stay up to date on news.

App Pins are exclusive to iOS apps and is available in the most recent update of the Pinterest iOS app.

Image via Pinterest