With a series of changes and breakthrough announcements, the release of iOS 14 will have a profound impact on many product areas, and will also promote a series of surrounding products to make corresponding changes. Apple comes with many industry-changing OS additional features designed to make the application experience immersive, safe and easy. But this time, some of the measures Apple has taken focus on helping advertisers target users.
In this article, we will study how to optimize your application for the new features of iOS 14, so that your application can be updated and optimized in marketing to meet the needs of these users who favor iOS 14.
How to Optimize Your Application Promotion for iOS 14 Update?
Firstly, let's review the features of iOS 14.
iOS 14 feature list
1. Home screen with application library
Apple is using iOS 14 to change the home screen. Users will be able to delete applications from the screen, and even delete the screen. These applications remain in the "application library", which is only one swipe away from the final home screen.
The application library groups all applications in a large folder, which displays the most recently used applications. It even enables users to search for applications in the search box at the top of the screen. Folders are also automatically organized according to "Health and Fitness", "Social", etc.
2. Overhauled widget experience
Widgets have been an integral part of the iOS ecosystem for a very long time but only at the backdrop as a vertical list of full-width boxes.
With iOS 14 the tech giant is changing the widgets experience. They are now designed to have a bunch of new sizes and with more information. Above all, they can be dragged to the home screen.
3.Picture-in picture mode
PIP mode is finally coming to the iPhone with the iOS 14 version. When making a FaceTime call or watching a video, you can easily swipe back to the home screen while the video or call screen will continue to appear on the screen.
The users can even move the box around the screen or simply swipe it aside to make the tab little.
4. App clips
Taking inspiration from Google again, especially after Tim Cook agreed to relying on Google Search, Apple has launched App Clips with iOS 14. These are micro parts of the applications that enable users to use parts of apps without downloading, installing or signing up to the app to perform the tasks.
iPhone app developers create App Clips ensuring that the experience is under 10 MB. They are also encouraged by Apple to use the Apple Pay and Sign In with Apple facility to prevent users from creating or logging in the application. With the ability of getting triggered through maps, web, messages, QR codes and NFC tags, App clips can help businesses acquire new customers.
5. Substantial privacy tweaks
Apple has always maintained a leg up in the Android vs iOS security faceoff and with iOS 14, the list of privacy features have been expanded.
Users can give the apps details of their approximate location instead of exact location. Additionally, when an application asks for photos, you can select to share specific photos instead of the complete library.
Taking privacy up a notch, iOS 14 update will show a green dot in the status when an application is accessing your camera and an amber dot when an application is accessing your microphone.
6. Apple Arcade updations
It was only a while back when Apple Arcade was launched as a means to transform the gaming industry. With iOS 14, Apple is showing users games their Game Center friends are playing, accessing the recent games played, and making it easy to find and sort the Arcade games.
7. Expansive ARKit 4 tools
Apple is expanding AR tools for every iphone app development company with ARKit 4. Launched with iOS 11, the tools now enable developers to place Location Anchors to make AR objects occupy a place in the real world. Additionally, a device with A12 Bionic chip can perform facial tracking with a front camera even when it’s not a True Depth module.
They have also introduced a Depth API for iOS app developers to develop 3D mesh environments on iPad Pro having a LiDAR scanner.
Along with the above mentioned list of features, the process of getting an app ready for iOS 14 calls for an iOS app development company to notify the users if the application is collecting a unique device code known as IDFA. The IDFA is a randomly generated code which Apple assigns to every device. The applications then use the codes for tying together the user activity.
Here’s an example of this in works: Through Facebook, a shopping app and weather app might access the identifier. The platform then uses the cross-app data for placing targeted ads for the advertisers in the app.
Facebook warned against the impact that the update would carry on how businesses promote themselves and monetize their advertisements. Facebook added, saying, “Because of advertisers’ reduced ability to accurately target and measure their campaigns, app developers and publishers should expect lower CPMs (i.e., views of their ads) on Audience Network and likely other ad networks on iOS.”
How Will iOS 14 Changes Affect Mobile Marketing & What Can You Do About It?
By giving users the choice to opt-in IDFA, Apple has made it extremely difficult for businesses to make personalized advertisements. The event is even giving brands second thoughts on whether or not to migrate apps to iOS 14.
For the users who don’t opt for tracking, IDFA will return 0s, making the process useless. On a default mode, a user will be opted out right when they launch the app. Once they get the notification, they can decide to either opt-in or confirm opt-out on an app to app basis.
Several advertisement types like exclusion targeting, retargeting, segmentation, and lookalike audiences presently depend on the IDFA so this change will carry a deep impact on user acquisition and ad monetization.
How businesses can get their app ready for iOS 14 to take control of the opt-in IDFA update situation?
1. Review Present IDFA Use
It is important for the advertisers to do a complete internal review of the present IDFA usage. There are a few things that you should ask your iOS application development agency to look at:
Look into the SDKs which are calling the IDFA, ensuring that you talk to the SDK providers if they have a solution for the IDFA requests.
Prepare and plan version release with updated SDKs.
2. Prepare for Consent
Gaining user content should be your next priority task. If the users opt-in, you would be able to return to the pre-iOS 14 stage with a greater competitive advantage of high consent rates. In fact, now would be the best time to get on the activity. You can:
Run test on user consent mechanic for existing and new users across apps. By getting on the task before the iOS 14 launch will allow you the space to run multiple design and content iteration of the pop-up.
You can do A/B testing on when to trigger the pop-up. The best bet would be to trigger it when the users have finished a specific activity in the app.
You can use an internal prompt instead of Apple’s pop-up. When a user says “yes” to the application’s internal prompt, the app can still prompt the users and then deep link them in the settings menu of the device to enable tracking in the app.
3. Relook Your BI Stack
Your BI stack should be prepared for both consent and no consent situations. You should look into:
Which data sets are linked together for analytics and figure out a way to stitch them together once iOS 14 is released. We suggest our partners focus on the ADID, IDFV, and UserID.
While the apps working minus IDFA would be able to place the contextual ads, they will not be able to use personalized ads. Knowing their worth, we would recommend brands to run multiple scenario analysis of Plan Bs and Plan Cs if the ad revenue drops.
How iOS 14 Affects your App’s Strategies？
One of the major changes announced at the event, which was broadcasted on Apple’s major channels (including YouTube for the first time in history), was about greater clarity in the app’s privacy guidelines, which will be described on the download page. These include:
What user information will be collected, such as your contacts and location data that can be used for crawling in other apps and websites.
However, this novelty brings big changes for mobile experts. If users choose not to accept the conditions proposed in the guidelines — about 10% of the public tend to accept the conditions, advertising will be affected as it will not be possible to work with the information collected by IDFA.
That way, companies will no longer be able to understand and evaluate the performance of their ad campaigns, since “limit ad tracking” mode will be enabled. Currently, this option can be activated by the user in the device settings.
However, with the update, the person can choose whether or not to turn it on at the time of download. With this, it will not be possible to evaluate user behavior and thus create even more strategic acquisition campaigns.
In iOS 13, the second app suggestion is just below the featured card collection, and with the release of Apple iOS 14, that same featured app will appear after two other options and without any highlighting. Although it seems unimportant, it is believed that this change will affect the rates of organic downloads.
That’s because, in the first option, users tended to download the app with just one click, considering its prominence. In addition, it was the first option viewed, which further increased the chances of the application being installed.
With the iOS update, the mobile apps (which was once the only one on the page) came to occupy the third place. With this change, you’ll need to rethink all the ASO work of the app, since you won’t have the preview before and thus may have fewer downloads.
What's new in the iOS 14 update?
App Clips is one of the big iOS 14 new features. It will be a kind of preview of the application, where the user can use some of the functions and services of the mobile application, such as a discounted purchase or a hotel reservation, but without the need to download it.
About this update, Mariana believes that it will be important for the evolution of the “trackeamento” of information. “That’s because there, in that little piece of app, will happen much of the measurement of results of campaigns, especially when it comes to transaction.”
The professional also says that “this means that platforms will need to be adapted to collect user information in print/click, and later identify a branch in their path.”
Another novelty that will yield extra work in creating strategies for mobile is automatic correction in the search within the store. With iPhone iOS 14, typing will be automatically corrected and will display only the correct search terms.
Although it does not seem to influence the App Store Optimization, this update will end some strategies used so far. The most common was the classification of wrong spellings. That is, if before the name of an application was entered wrong, it would have chances to be found, since mobile experts used these errors to create strategies.
But with iOS 14, the results will be presented based on the correctly typed term —unless the user clicks the “you really meant it” link, as in Google searches. That is, with this update, the chances of an app ranking better in searches end up decreasing.
With the available of iOS 14, Apple may challenge some specific guidelines when your app is rejected. However, it is also possible to resort to the challenge, proving that there is no violation and that the application is able to integrate the listing of the App Store.
Critical corrections will be approved as long as they have no legal problems. However, to release the next version of your application, you’ll need to fix all the violations you’ve pointed out.
Forum for mobile experts
Additional channels will be created so mobile experts can share their ideas, questions, and suggestions about Apple services. Thus, the company can contribute with improvements to the owners of the applications.
Family app subscriptions and purchases
With the iOS 14 update it will be possible to share app subscriptions, which may result in decreased revenues from mobile app owners. However, the mobile specialist will have the option to activate the function in App Store Connect, since it is disabled (default setting).
But it’s important to pay attention when choosing to turn on family subscription sharing, as it can’t be disabled later!