Coinciding with the first full day of competitive events at the 2016 Olympic Games, Apple this morning launched a special section of the App Store showcasing official Rio 2016 apps and games. The section reads:



The Olympics unite the world in celebration of struggle and triumph. They're where legends are born and impossible feats come true. With the official apps, games and music, you can follow the excitement of this year's events — and relive the glory again and again.



Three apps are currently featured – one made especially for competing athletes – and two games are also listed to help younger viewers celebrate the sporting occasion:

NBC cable subscribers in the U.S. can follow live coverage of the events by downloading the NBC Sports app on iOS and Apple TV.

Meanwhile, U.K. residents can follow the action via the BBC Sport apps for iOS and Apple TV, while residents in Canada can keep track of developments through the CBC iOS app.

Earlier this week, Apple launched its official ad for the 2016 Olympic Games, which ran on Friday night during the opening ceremonies in Rio and took over the Apple homepage.

Part of its "Shot on iPhone" campaign, the ad is called "The Human Family" and uses words from famous poet Maya Angelou to celebrate diversity around the world.