An application program (sometimes shortened to application) is any program designed

to perform a specific function directly for the user or, in some cases, for another

application program.

Can be also named "application software" 

http://en.wikipedia.org/wiki/Application_software

In magazines and sites, to the technology-save people, the likes of PC Mag 

http://www.pcmag.com/

You only see the word in its abbreviated form "apps".