8 features of iOS 14 that will affect ASO and app marketing
We’ve analyzed iOS 14 updates in terms of ASO and mobile marketing. Check 8 features with our comments. This June post was updated right after Apple’s September event.
1. App Clips
Small versions of apps (up to 10 MB) that can be used without installation. You can make many clips for different functions of one app. You can open such apps using NFC tags, QR codes, links + attaching to places in Maps. By testing the App Clips, users can easily install the complete app with one click. Apple instructs in detail how to set everything up in the App Store Connect.
👍The most impressive feature. There are plenty of opportunities to attract users, increase conversions, and involvement, especially for apps that provide services. You can add app banners to yours and other websites, or go offline with QR codes (quickly pay for parking, for a scooter, order delivery). A restaurant can allow visitors to launch clips in Maps. Partnerships with relevant places and brands can be negotiated. For example, to create clips for booking tables, ordering food, and other services on behalf of the companies that appear in your app.
2. App Library
App Library is a new space at the end of the pages of the main screen. It automatically organizes all your apps. The search is arranged in alphabetical order. Apps are automatically sorted into three categories («Social», «Entertainment», «Productivity»). The library also shows recommended and recently used apps (including app clips).
👍 Additional traffic from library recommendations. Apps will be offered situationally depending on time, location, and activity.
3. Store Search: typos and autocomplete
Now typos when typing a keyword will be corrected automatically. Plus, the App Store will offer autocomplete options to your search query.
👎 Correcting typos in the search bar will complicate the work of ASO specialists. Now low-frequency keywords with errors will become much less popular. More traffic will go to more frequent keywords, which will make the positions in the top on them even less accessible for new apps.
4. Featured Cards
Featured cards with two apps in the header will scroll in the search.
👎 If your app was in second place after the card, then now it will shift to third. More recently, Search Ads appeared in Russia and shook the position on many keywords, now the situation will become even more complicated due to the update.
5. Apps for iPhone / iPad on Mac OS
All iPhone / iPad apps will be published on the Mac App Store if the developer is given permission to publish.
👍The ability to publish on Mac OS is certainly a big advantage. It will expand horizons and attract new users. But you should understand that not every app will be relevant on Mac OS and the audience there is still too small. Anyway, it’s worth trying optimization and personally evaluating its result.
6. Family Subscriptions and Purchases
You can now share App Store subscriptions with all your family members through Family Sharing.
👎Saving for the user means lower revenue for the developer. The advantage is that the function is disabled by default and the developer decides whether to enable it manually or not. But if you enable it, you can’t disconnect it further.
7. App Page Updates
First, the app page will look a bit different. Such stats as the number of reviews and rating stand out more in the field below the app icon. Also, users can scroll horizontally to see some additional information like the developer name, and size. Second, the information design of the app now looks like the Apple Arcade page. Third, it has new privacy cards for users. You can quickly view all the information, including the types of data collected, their provision to third parties, as well as the possibilities of refusing to provide data.
👎 People are now especially sensitive to the confidentiality of data and the transparency of its collection, storage, and transmission. If there are controversial issues in the contract, this will become more noticeable and may affect the conversion rate.
8. Updated moderation system
Many developers usually don’t fully understand why their app can be not allowed into the store. Now they will be able to appeal not only decisions on violation of the rules but the rules themselves. Also, the store will skip urgent bug fixes to bypass violations of guidelines. If the violation is not serious and does not apply to the legal side.
👍 Interesting precedents may arise and affect further rule changes.
Have you already tried new iOS? We’ll continue keeping our finger on Apple’s pulse. Stay tuned! 😉