http://www.techradar.com/news/expect-to-see-iphone-and-ipad-apps-up-for-pre-order-in-the-apple-app-store

Super Mario Run was the first instance of the Apple App Store allowing you to pre-order a title, but from today all developers will be able to do the same for their upcoming software.

It's something we see quite often within the Google Play Store for Android, not to mention on games consoles, but now those who are using an iPad or iPhone will be able to pre-order titles too.