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18 September, 2019

iOS 13 & ASO – What new features mean for App Store Optimization

ios 13 - Apple Arcade, Dark Mode

19.9.2019 – the day iOS 13 will roll-out. If you’re an app marketer scrambling to understand what this will mean for your ASO strategy, we’ve filtered through most of the suppositions and predictions to boil it down to two (pretty major) items to concentrate on.

1. Is your app a gaming app? If yes, pay attention. If not, skip to #2.

With the launch of Apple Arcade at a relatively low price (for Apple products), users who previously preferred freemium games may shift to paying for Apple Arcade games. The enhanced experience that Arcade promises may be enticing enough for users to make the smallish payment where they hadn’t been convinced in the past. As a result, we can expect more interest in Arcade than in free games which will likely be reflected in App Store Search and App Store Browse traffic to your listings. Naturally, if this happens, expect to see a consequent drop in organic installs as well.

2. Dark mode.

Since its announcement, the systematic launch of dark mode has been long-awaited and publically lauded for its power-saving (and headache-preventing) properties. It’s optional, so there’s no guarantee that users will make the switch. Nor will there be an option to create separate App Store listings for light versus dark mode.

So, this means you need to ensure that your App Page is versatile enough to look good in BOTH modes. Check that your preview video, screenshots and icon don’t get lost in a dark background.

Also, make sure your icon, once installed on the device, doesn’t lose its edges or get swallowed into a dark-mode default wallpaper. (That said, most users tend to personalize their home screens with their own wallpaper, so it’s hard to predict what background colors you’d be dealing with anyway.)

From now on, we suggest creating mock-ups for new creatives in both light and dark modes, so you can ensure your graphics work for both settings.

From an ASO perspective, on this day before the anticipated roll-out, we feel this is where we will see the most impact. So, monitor your metrics and get ready to see what the dark side has in Store 😉 We’ll keep you posted on our findings!

Have any questions about how iOS 13 will affect your app listing? Contact our ASO team.

Want to make sure your app listing is optimized for the App Store? Read our App Store Optimization guide for iOS.

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