ASO news digest for March 2024

Apple unveiled new options for app developers in the European Union, including direct distribution from developers’ websites. Google Play announced AI-powered FAQs and recent YouTube videos for game apps. Read all the latest news from the App Store and Google Play in our digest.

Contents

1. Apple unveiled new options for app developers in the European Union, including direct distribution from developers’ websites
2. Apple introduced new criteria for developers aiming to create alternative app stores in the EU
3. Apple updated App Review Guidelines
4. Apple is testing an AI-powered ads platform
5. Apple stated that iOS 17.4 will render alternative iPhone app stores nonfunctional outside the EU
6. Apple introduced over 50 new reports to App Store Connect
7. Apple announced the WWDC 2024 schedule
8. Google Play announced AI-powered FAQs and recent YouTube videos for games in Play Store
9. Google adds new developer fees as part of the Play Store’s DMA compliance plan
10. Google is launching a Search tab in the bottom bar of the Play Store
11. Google published requirements for obtaining Promotional content on Google Play

App Store news

Apple unveiled new options for app developers in the European Union, including direct distribution from developers’ websites

On its website, Apple announced new options for EU app developers who agreed to the Alternative Terms Addendum for Apps:

1. Alternative app marketplaces. Marketplaces have the option to exclusively feature an app catalog from their own developers.

2. Linking to external purchase platforms. Developers now have the freedom to design promotions, discounts, and offers when guiding users to external web pages for digital purchases. Apple’s pre-designed templates for optimal purchase experiences are now voluntary.

3. Enabling direct distribution from developers’ websites. Apple plans to introduce Web Distribution, set to roll out with a forthcoming software update in the spring, which empowers authorized developers to distribute their iOS apps directly to users in the EU from their websites.

Authorized developers will gain access to Apple-provided APIs designed to simplify app distribution from the web, integrate with system features, enable app backups and restoration for users, and offer additional functionalities. Learn how to prepare for web distribution in the EU here. 

Apple introduced new criteria for developers aiming to create alternative app stores in the EU

According to Apple, the company discussed DMA-related adjustments to iOS, Safari, and the App Store with developers — particularly affecting apps within the European Union. As a result of the feedback Apple received from developers, the company has revised its Alternative Terms Addendum for EU applications to provide app publishers with more flexibility. This can be see in three key changes:

Membership determination. Apple eliminated the necessity for corporate entities to individually sign the Addendum by each membership that controls, is controlled by, or is under control with another membership. This modification enables entities to opt into the new terms directly at the developer account level.

Termination option. Apple introduced a one-time provision enabling termination of the Addendum under certain conditions, facilitating a return to Apple’s standard EU business terms. Further information can be found in the Addendum.

Alternative marketplace criteria. Apple introduced new eligibility criteria for developers aspiring to establish alternative app marketplaces, eliminating the need for a standby letter of credit.

Apple now requires developers to meet one of the following criteria:

1. Provide Apple with a standby letter of credit worth €1,000,000 from a financial institution rated at least A by S&P, Fitch, or Moody’s, and maintain this letter of credit for as long as their alternative app marketplace is operational.

2. Be a member in good standing of the Apple Developer Program for two consecutive years or more and have an app that gained over one million initial installs on iOS in the EU in the previous calendar year.

Developers who have already entered into the Addendum can use the updated version via this link.

Apple updated App Review Guidelines

Apple announced the revision of the App Store Review Guidelines to align with updated policies, upcoming features, and to offer more clarity:

• The document’s title has been updated to “App Review Guidelines”.

• Within the Introduction section, it’s clarified that within the European Union, developers have the option to distribute notarized iOS apps through alternative app marketplaces. This section includes links to additional resources detailing alternative app marketplaces and Notarization for iOS apps.

Apple also updated 7 guidelines — learn more here. 

Apple is testing an AI-powered ads platform

According to reports from Business Insider, Apple is testing an AI-driven advertising platform with a limited set of partners. This AI-powered tool finds the optimal placement for ads among the different slots available for promoted ads in the App Store. Currently, its primary focus appears to be enhancing the performance of advertising campaigns for App Store Search Ads.

The AI-powered tool is used to boost efficiency and return on investment (ROI) by providing four existing ad formats, which include placements in the search tab, search results, “You might also like” ads on app download pages, and ads featured on the “Today” tab located on the homepage of the App Store.

Advertisers have the capability to enter their budget, target cost-per-acquisition, desired target audiences, and the countries they intend to reach. This allows Apple’s algorithm to determine optimal ad placements across the available formats.

As the tool currently centers around App Store placements, industry analysts anticipate that Apple might broaden its scope to encompass other platforms down the line.

Apple stated that iOS 17.4 will render alternative iPhone app stores nonfunctional outside the EU

With the release of iOS 17.4 in the EU, Apple limits access to alternative iPhone app stores outside the region, complying with the Digital Markets Act.

This update introduces support for “alternative app marketplaces”, enabling EU iPhone users to access apps beyond the App Store. However, this feature is confined to the EU, and users traveling outside the region for an extended period will find their installed app marketplaces nonfunctional.

Apple outlines that access to app marketplaces is intended solely for customers within the European Union. To be considered eligible, your Apple ID must be linked to one of the following countries:

Austria, Belgium, Bulgaria, Croatia, Cyprus, Czechia, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Sweden.

Additionally, you must physically reside within the EU, with the geolocation check being conducted directly on the device (without sharing users’ precise location data with Apple’s servers).

While the features of alternative app marketplaces will be available if your Apple ID origin and physical location meet the criteria, the system may revoke your eligibility if it detects a change in your location. Although a grace period is provided for short trips, prolonged stays outside eligible EU markets will result in the loss of access to these marketplaces. As clarified by Apple, this grace period is set at 30 days.

In this restricted state, users won’t be able to install new app marketplaces, and previously installed apps from alternative sources won’t receive updates. The only options are either returning to an eligible location or switching back to apps downloaded from the Apple App Store.

This potential customer support issue adds another layer of complexity for third-party developers considering the adoption of third-party app store systems.

Furthermore, it’s important to remember that these restrictions apply exclusively to iPhones, as iPadOS 17.4 does not support alternative app marketplaces. 

Apple introduced over 50 new reports to App Store Connect

Apple unveiled an expansion of the App Store Connect API, introducing over 50 new reports for developers to analyze their apps’ performance on the App Store and iOS.

The reports have been categorized accordingly:

• App Store Engagement refers to the quantity of users interacting with a developer’s app or sharing it on the App Store.

• App Store Commerce encompasses downloads, sales, pre-orders, and transactions conducted using the secure App Store In-App Purchase system.

• App Usage tracks metrics like active devices, installs, app deletions, and others.

• Frameworks Usage measures an app’s engagement with OS capabilities like PhotoPicker and Widgets.

• Performance evaluates both the functionality of an app and how users engage with specific features.

Moreover, the CloudKit console now offers additional reports on Apple Push Notifications and File Provider:

• Apple Push Notifications provide notification state data as notifications pass through the Apple Push Notification service (APNs).

• File Provider offers insights into usage, consistency, and error data related to file provider functionality.

Apple announced the WWDC 2024 schedule

Apple announced the upcoming WWDC24, scheduled from June 10 to June 14. The company invited developers to learn about the latest tools, frameworks, and features aimed at enhancing the development of apps and games. Participants can expand their skill set through video sessions and engage in one-on-one discussions with Apple experts to further their projects and ideas.

WWDC24 can be experienced via Apple’s Developer app, website, and YouTube channel. Don’t forget to add the event to your calendar to ensure you don’t miss out.

Google Play news

Google Play announced AI-powered FAQs and recent YouTube videos for games in Play Store

Google unveiled an array of fresh features for Google Play game listings during the Google for Games Developer Summit in San Francisco. Among the updates are AI-driven FAQs, showcasing the latest YouTube videos, new immersive ad formats, and backing for native PC game publishing.

As part of the rollout, developers gain access to new tools tailored to Play Store listings, aimed at attracting a broader user base. Promotions and the latest YouTube content can now be directly featured within listings, visible to users browsing the Games tab of the Play Store.

Furthermore, Google will introduce AI-driven FAQs for game information pages in English, initially rolling out to select developers. This follows the company’s prior testing of AI-generated FAQ responses for non-game apps on the Play Store.

Play Pass and Play Points

To encourage in-app purchases, Google now allows developers to offer discounts to Play Pass subscribers, with plans to launch the subscription service in Korea later this year. Play Points — the Play Store’s rewards program introduced in 2019 — can now be utilized by game developers for exclusive in-app offers, with expansion into Brazil planned for this year.

New ads products

As Google predominantly relies on ad revenue, it is introducing new ad options for game developers, including immersive in-game ads seamlessly integrated into various game genres via its AdMob platform.

The company also provides developers with tools to boost purchases, such as insights into app uninstalls and the option to target specific user groups like lapsed payers or those who haven’t received push notifications recently.

Support for PC games

Google also plans to expand its Play Games for PC program, initially available in over 120 countries, by allowing publishers to offer native PC games on the Play Store. Notable titles already available include “Lineage2M”, “Odin: Valhalla Rising”, “Genshin Impact”, and “Dragonheir: Silent Gods”, with “Solo Leveling: Arise” set to launch later this year.

Google adds new developer fees as part of the Play Store’s DMA compliance plan

Google introduced new developer fees as part of its compliance plan with Europe’s Digital Markets Act (DMA) — aimed at fostering competition within the app store ecosystem. While Google had previously highlighted ways it complied with the DMA, such as enabling app sideloading, specifics regarding developer fees were expected.

Google unveiled two fees associated with its External Offers program, which enables Play Store developers to guide users in the European Economic Area (EEA) outside their apps to promote offers. Following in Apple’s footsteps, Google’s fees include an initial acquisition fee and an ongoing services fee.

• The initial acquisition fee is set at 10% for in-app purchases or 5% for subscriptions for two years. According to Google, this fee reflects the value provided by Play in facilitating user acquisition. 
• The ongoing services fee stands at 17% for in-app purchases or 7% for subscriptions, encompassing broader Play services like parental controls and security scanning.

Notably, developers have the option to opt out of ongoing services and associated fees after two years, provided users consent. Initially, users expect services like parental controls and continuous app updates, which is why user agreement for opting out is required. Terminating this fee means foregoing ongoing services, with developers still responsible for reporting transactions involving users receiving Play Store services.

Additionally, Google provided further insights into the fee structure and addressed common developer questions. The program operates on an opt-in basis, applicable to both games and apps, with developers able to opt in for selected apps. Registration for the program is required as a business entity, and developers can still use Google Play’s billing system alongside the external offers program.

Google is launching a Search tab in the bottom bar of the Play Store

Google is introducing a new Search tab in the bottom bar of Google Play following December’s testing phase. Instead of having a search bar at the top of the screen within the “Games” and “Apps” feeds, Google will now feature a dedicated “Search” tab in the center of the bottom bar.

Upon opening the new tab, users will find the search bar at the top as before. The tab presents a grid of search terms categorized under “You might like” and “Explore games” — with the latter accompanied by icons. The “You might like” tab has a magnifying glass icon.

Following this update, the app bar in Games and Apps will only display the Play logo in the top-left corner, leaving empty space in-between. However, the notification bell and profile avatar remain unchanged. Notably, the new Search tab is solely for app queries, with no changes made to the Books tab.

This update is rolling out with version 40.1.19-31 of the Play Store via a server-side update. Although not widely available yet, Google appears committed to this design change.

Google published requirements for obtaining Promotional content on Google Play

Google published requirements that developers need to meet to receive Promotional Content. Developers should meet at least one of these requirements:

• 1.6+ million 28DAU in the last 3 months and a minimum of 1.6 million active installations.
• 2+ million 28DAU in the last month and a minimum of 2 million active installations.
• User spending of $40,000 USD per month for the previous 3 months OR $50,000 USD for the previous month.

There are reduced requirements if a developer:

• Is a participant in the Google Play Partner program.

• Is a participant in the Media Experience program.

• Has been in the top 10 ranking for 28DAU at least once a day in the previous calendar month in:
  Countries: Argentina, Bangladesh, Brazil, Egypt, France, Germany, India, Indonesia, Italy, Japan, Mexico, Pakistan, Philippines, Russia, South Korea, Thailand, Türkiye, United Kingdom, United States, Vietnam.
  Categories: Entertainment, Music and Audio, Health and Fitness, Sports, Beauty, Lifestyle, Books and Reference, Food and Drink, Shopping, Travel, Education, Social

If developers meet the criteria above, here are the reduced requirements for them:

• 800,000+ 28DAU in the previous 3 months and a minimum of 800,000 active installations.
• 1+ million 28DAU in the previous month and a minimum of 1 million active installations.
• Users must pay $20,000 USD per month for the previous 3 months OR $25,000 USD for the previous month.

Subscribe to our newsletter and receive regular updates on App Store Optimization news, as well as informative articles covering ASO, mobile marketing, and app review management.