The App Store is changing. As announced in yesterday’s Apple Event, iOS 15 will be available to the public on the 20th of September. 

In addition to the cool features in Apple devices, iOS 15 is perhaps one of the most significant software updates ever as it brings major changes to the App Store as well. 

Now,  app marketers all around the world are preparing themselves and their user acquisition strategies to make the most out of the new App Store. So how exactly will this update make the App Store a more customer-friendly marketplace?

Starting with iOS 14.5 and the App Tracking Transparency framework, Apple already gave users more control over their privacy preferences by adopting an opt-in methodology. 

Now with iOS 15, the users will be faced with a more consistent ad experience thanks to custom product pages. 

custom product pages

Let’s say you click on an ad and are transferred to the app listing page. With custom product pages, marketers and developers will be able to present different combinations of text and visuals to you depending on the source that you arrived from.

Imagine clicking on an ad that is about an app that has flight booking features. When you land on the listing page, instead of seeing irrelevant screenshots or previews about the other features of the app, you will be presented with different aspects of the feature that you were interested in.

To exemplify, you will be greeted by different features related to flight booking instead of hotel reservations. In other words, from the moment you touch on an ad, there will be a more consistent user experience until you finally decide to download it. This is not just beneficial for consumers but also for app marketers as well. 

With iOS 15, app marketers will be able to more effectively align their value propositions with different campaigns in order to increase conversions and ultimately, revenue. 

A New Approach to the Mobile App Industry

As you might know, the App Store is not the only place the rules are changing. Google Play will also introduce significant changes to its platform, until the end of 2021. 


While the app title character limit will be reduced to 30 instead of 50, a whole set of additional guidelines will be put in place in order to improve the user experience. No more emojis, irrelevant keywords (download, free, best), and more.

Screenshots, videos, and short descriptions will also meet new regulations to provide a better experience for users. In a way, it can be claimed that Google Play is also in the game for improving the marketplace to serve customers in a better, cleaner way.

As a multi-billion dollar industry, there is no doubt that the app business will continue evolving and improving to meet the needs of both customers and developers. We are truly excited for the future of user acquisition and can’t wait to see what kinds of creative strategies app marketers will come up with to adapt their methods to the new era of mobile user acquisition.

Meanwhile, if you want to discover the power of data for app growth, sign up to MobileAction for free and take your app marketing strategy to the next level!