ASO news digest for June 2024
Apple introduced win-back offers, deep links for custom product pages, App Intelligence, and other important updates at WWDC24. Google suspended the expansion of real-money games on the Play Store. Aptoide introduced its alternative iOS Game Store in the EU.
Contents
1. Apple introduced win-back offers, deep links for custom product pages, App Intelligence, and more at WWDC24
2. Apple announced that EU App Changes are available in iPadOS 18 Beta 2
3. Apple added Top Charts to the Search Tab on the App Store
4. Apple announced upcoming regional age ratings in Australia and South Korea
5. Apple announced Pricing and Tax Updates for Apps, In-App Purchases, and Subscriptions
6. Apple increased size limits for iOS and tvOS apps
7. Apple updated certain agreements and guidelines
8. Google suspends expansion of real-money games on the Play Store
9. Aptoide introduced its alternative iOS Game Store in the EU
App Store
Apple introduced win-back offers, deep links for custom product pages, App Intelligence, and more at WWDC24
On June 10, during the Worldwide Developers Conference (WWDC24), Apple unveiled a host of new features, which can be useful for app developers, ASO specialists, and marketers alike:
Win-back offers for auto-renewable subscriptions
Developers can now reach churned subscribers with new win-back offers to persuade them to resubscribe. These offers will be visible for chosen groups of users across the App Store — including on app pages and within editorial selections on the Today, Games, and Apps tabs.
Users can tap an offer card to get more details and easily re-download apps. Developers can specify which customers should see the offer and create the targeted promotion for them.
Featuring Nominations
Developers can now nominate their App Store apps for featuring. Through the Featuring Nominations dashboard on App Store Connect, developers can highlight new content (such as an In-App Event), app enhancements, or an entirely new app launch (or pre-order). This feature will be available later this year.
Deep links for custom product pages
Developers can create deep links for custom product pages, guiding users from specific product pages or Search Ads campaigns directly to relevant sections within their apps. This feature is now available in App Store Connect.
Promote Your App Feature
The Promote Your App Feature allows developers to highlight key moments for their apps, like new releases or major updates. On the App Store Connect app, developers can select a card design for updates and then share it on social media.
Source: developer.apple.com
Notification About App Featuring
If an app is featured as App of the Day, developers will receive a push notification from App Store Connect, inviting them to create a message for your audience to celebrate the achievement.
New AI System: Apple Intelligence
Apple introduced Apple Intelligence, a new AI system powered by OpenAI’s ChatGPT-4, which operates across macOS, iPadOS, and iOS. Apple Intelligence introduces new options for customers:
Writing Tools. Users can now rewrite, proofread, and summarize text effortlessly. If an app uses standard UI frameworks for text fields, it will automatically support Writing Tools.
Genmoji. This feature allows users to design custom emojis. The unique emojis are especially beneficial for dating apps, social networks, and messaging services. If developers apply standard UI frameworks to render text fields, they can easily support Genmoji.
Image Playground. Users can create fun and contextual images on demand within apps like Messages, Notes, Keynote, and Pages. The system understands the context of prompts and can generate images or complete user requests for writing or drawing. With the Image Playground API, developers can integrate this feature into their apps, allowing users to create engaging images based on an app’s context.
Siri is now more natural, personal, and deeply integrated into the system. Enhanced by Apple Intelligence, Siri offers improved action capabilities. Developers can use predefined and pretrained App Intents to enable Siri to perform actions within their apps and make these actions more discoverable in Spotlight, Shortcuts, Control Center, and more.
However, on June 21, Apple announced it will not launch its Apple Intelligence AI features, iPhone Mirroring, or SharePlay enhancements in the EU in 2024. Apple explained the decision by stating that “the interoperability requirements of the DMA could force us to compromise the integrity of our products in ways that risk user privacy and data security.”
Full Customization of Icons on iOS 18
Users can now organize apps and widgets freely on the Home Screen, even above the dock. They can also apply a dark effect, tint icons in any color, and resize them to create a personalized experience.
Developers should ensure that app icons remain recognizable after color changes and test icons in various color combinations to maintain brand association.
Read more about these and other WWDC24 updates affecting mobile apps in our article.
Apple announced that EU App Changes are available in iPadOS 18 Beta 2
Changes for apps in the European Union (EU), previously accessible to iOS users in the 27 EU member countries, are now available for testing in iPadOS 18 beta 2 with Xcode 16 beta 2. The updates for apps in the EU include the option to distribute apps through alternative stores and developer websites, create alternative app stores, as well as other modifications outlined here.
Additionally, the Web Browser Engine Entitlement Addendum and Embedded Browser Engine Entitlement Addendum for Apps in the EU now cover iPadOS. If developers have previously agreed to either of these addendums, they should ensure they sign the updated terms.
Apple added Top Charts to the Search Tab on the App Store
Users can now see Top Charts on the Search Tab on the App Store. ASO specialists in the ASO Stack community on Slack noticed that this update appeared in iOS 17 and iOS 18 beta.
Apple announced upcoming regional age ratings in Australia and South Korea
Apple highlighted that developers will need to specify in App Store Connect if their apps include purchasable loot boxes. Additionally, regional age ratings based on local laws will be automatically displayed on the product pages of certain apps in Australia and South Korea. These regional ratings will reflect in Apple’s global age ratings and require no additional action from developers.
Australia
For apps categorized under “Games” as either the primary or secondary category in App Store Connect, the following regional age ratings will be applied:
- 15+ regional age rating: Games with loot boxes available for purchase.
- 18+ regional age rating: Games with Frequent/Intense instances of Simulated Gambling indicated in App Store Connect.
South Korea
For apps with “Games” or “Entertainment” as either their primary or secondary categories in App Store Connect, or any app indicating Frequent/Intense instances of Simulated Gambling, the following regional age ratings will apply:
- KR-All Regional Age Rating: For apps and games with an Apple global age rating of 4+ or 9+.
- KR-12 Regional Age Rating: For apps and games with an Apple global age rating of 12+. Some apps in this group may receive a KR-15 regional age rating from the South Korean Games Ratings and Administration Committee (GRAC). In such cases, App Review will notify the affected developers.
- KR-18 Regional Age Rating: Some apps and games may receive this rating from GRAC, and it will be indicated by text rather than a symbol.
Apple announced Pricing and Tax Updates for Apps, In-App Purchases, and Subscriptions
On June 21, Apple updated the pricing for apps and In-App Purchases in the Egypt, Ivory Coast, Nepal, Nigeria, Suriname, and Zambia storefronts for developers who haven’t chosen one of these as the base storefront for their app or In‑App Purchases. The updates include the following value-added tax (VAT) changes:
- Ivory Coast: introduction of 18% VAT
- Nepal: introduction of 13% VAT and 2% digital services tax
- Suriname: introduction of 10% VAT
- Zambia: introduction of 16% VAT
Prices remained unchanged in these storefronts if they were set as the base for app or In-App Purchases. Other storefront prices were adjusted to match the base price. Prices remained unchanged for auto-renewable subscriptions or if developers manually manage pricing.
The Pricing and Availability section in App Store Connect now reflects these changes. Developers can adjust prices for apps, In-App Purchases, and auto-renewable subscriptions at any time.
Tax Updates
Developers’ proceeds from app and In-App Purchase sales were adjusted to reflect the new tax rates and updated prices. Exhibit B of the Paid Applications Agreement now indicates that Apple collects and remits applicable taxes in Ivory Coast, Nepal, Suriname, and Zambia.
As of June 6, proceeds from sales in the following countries have been updated to reflect changes in tax rates:
- France: Digital services tax no longer applicable
- Ivory Coast: introduction of 18% VAT
- Malaysia: Sales and Service Tax (SST) increased from 6% to 8%
- Nepal: introduction of 13% VAT and a 2% digital services tax introduction
- Norway: VAT increased to 20% from 0% for certain Norwegian news publications
- Suriname: introduction of 10% VAT
- Uganda: introduction of 5% digital services tax
- Zambia: introduction of 16% VAT
Tax Categories
The Fitness and Health category now includes a new attribute: “Content is primarily accessed through streaming”. If developers’ apps or In-App Purchases involve fitness-related video streaming, they should review and update their selections in the Pricing and Availability section in App Store Connect.
Learn more about these updates.
Apple increased size limits for iOS and tvOS apps
In the release notes for iOS 18 beta 2 and tvOS 18 beta 2, Apple announced increased size limits for third-party apps.
Previously, iOS app bundles were limited to 2GB. With iOS 18, this limit has doubled to 4 GB, allowing developers to distribute larger apps without relying heavily on on-demand resources.
Since iOS 9, developers have been able to use on-demand resources (ODR) to “slice” their apps, ensuring users only download essential parts initially, with additional content downloaded as needed. For example, a game could download extra levels as the player progresses, saving storage space by removing unnecessary assets.
Apple has now increased the limits for on-demand resources. The previous limit of 40 GB for hosted on-demand resources in iOS 17 and tvOS 17 has been raised to 70 GB in iOS 18 and tvOS 18. Additionally, the 4 GB limit for assets downloaded immediately after app installation has been removed.
Both iOS 18 and tvOS 18 are available as beta previews for developers, with a public beta expected next month and the official launch planned for this fall.
Apple updated certain agreements and guidelines
Apple has revised the App Review Guidelines, Apple Developer Program License Agreement, and Apple Developer Agreement to align with new policies and forthcoming features — as well as to offer clearer guidance. Detailed information about the changes is available on Apple’s blog.
Google Play
Google suspends expansion of real-money games on the Play Store
Google announced the suspension of its global initiative to introduce new types of real-money games on the Play Store, highlighting the complexities arising from the absence of centralized approval authorities in various regions.
Earlier this year, Google planned to broadly permit real-money apps starting in India, Brazil, and Mexico this June. India has had a pilot program for fantasy sports and Rummy apps since 2022, and Mexico joined this initiative in November 2023.
Despite the suspension, Google confirmed that apps involved in these pilot programs will continue to be available on the Play Store in India.
“Expanding our support for real-money gaming apps in markets lacking a central licensing framework has been more challenging than anticipated. We need additional time to ensure this is done correctly for our developer partners and the safety of our users,” a Google spokesperson stated.
The company also mentioned its ongoing efforts to create a suitable framework for supporting real-money games on the Play Store. Additionally, Google is working on a new service fee structure for these games, however, this structure requires more time to finalize.
Google addressed the Indian market but did not mention any centralized licensing framework that outlines permissible games in the country. The company seems cautious about navigating complex regulatory challenges. Additionally, India’s IT ministry halted the creation of a self-regulatory organization for the gaming industry in 2023, which could have established regulations for real-money games.
Alternative app stores
Aptoide introduced its alternative iOS Game Store in the EU
Following the enforcement of the Digital Markets Act (DMA), which required Apple to permit third-party app stores for iOS in Europe, several developers have introduced alternative stores such as AltStore and MacPaw’s Setapp (currently in closed beta). Among these is Aptoide, a well-established Android app store, which is now launching its game store for iOS users in Europe. Aptoide announced that its game store is now available for iOS users and has been since June 6.
The new store will debut with six game titles, with plans to expand its offerings in the future. Over 100 developers are expected to launch their games on Aptoide’s platform, but Apple’s notarization process is causing some delays.
The initial game lineup includes Word Jungle (a word puzzle game), Condor — Leap of Faith (a platformer), All-in-one Solitaire (a solitaire collection), All-in-one Mahjong (a mahjong collection), and Charades — Guess the Word (another word puzzle game).
Currently, Word Jungle is the only game offering in-app purchases. Aptoide has a unique fee structure for these purchases: a 20% fee if users find the app through the store’s search or recommendations, and a 10% fee if users are acquired through paid ads or community channels. Developers can direct users to their websites for transactions, with Aptoide taking a 10% fee.
Aptoide reported that the process of becoming an alternative app store involved navigating Apple’s complex application procedures, noting that Apple wasn’t always responsive.
TechCrunch briefly reviewed the installation process, finding it straightforward. After receiving an invitation or access code, users can download the app store by adjusting their settings to allow downloads from unknown sources (Aptoide).
Post-launch, Aptoide plans to onboard 500 to 1,000 users from the waitlist daily to stay within the limit of 1 million annual first installs, thereby avoiding the core technology fee of €0.50 per install.
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