iOS 16 & ASO: How Does iOS 16 Change App Store Optimization?

Apple announced iOS 16 at the annual World Wide Developers Conference (WWDC) 2022 on June 6. Like in previous years, the company provided an early preview of a new system for iPhones. The successor to iOS 15 is expected to include several new features and also make improvements to the user interface's visual appeal on iPhones.

After months of beta testing, Apple has officially released iOS 16 (along with watchOS 9 and tvOS 16) at 10 am PT on September 12, 2022. In this article, we reveal everything you need to know about iOS 16 and how it will impact your iPhone experience.

Marketing Direction

In order to push a well-designed app into the user's life more deeply, supporting marketing is essential.

And through this update and Apple's longtime marketing, it's found that the main target market for Apple’s products includes middle and upper-income consumers who are capable and willing to pay a higher amount after being enticed by a better user experience.

One of the major advantages of Apple’s marketing plan is that it is effective to the extent that it satisfies consumers’ behavior, tastes, and inclination.


Therefore, app store marketers can also refer to Apple's marketing plan to meet the requirements of this specific group.

This group of users pursues their own unique aesthetics and refuses to converge with others; They also pay great attention to fitness, which is their way of life; In addition, it can be seen from the fact that Apple does not hesitate to offend other companies to launch App Tracking Transparency (ATT) , their users also pay great attention to their privacy; At the same time, all users, including Apple users, are very conscious of their personal safety, and Apple is particularly careful to consider users at risk of domestic violence, and marketers can use this as a topic for marketing.




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How Apple's new changes affect ASO

Although the App Store itself does not change with iOS 16, Apple's new features will affect certain apps and their ASO operations:

Consider Apple's promotional opportunities

With each new version of iOS, developers have the opportunity to ask Apple for exposure in exchange for early adoption of new OS features. This year will be no exception, with the following opportunities to consider:

1. SharePlay via FaceTime adds new content-sharing capabilities to media and entertainment apps (particularly music and video streaming apps).
2. Notifications for "Live Activities" should be noticed by news and sports apps.
3. The addition of "achievements" to the Game Center will pique the interest of all game developers.
4. Parental control settings associated with Family Sharing add new functionality to gain parental trust for apps that target multiple age groups.

Changes in the lock screen

The Lock Screen is the primary beneficiary of Apple's iOS 16 update. It is more personalized and customizable than before, and it caters to a broader range of user demographics. The Lock Screen now has new functions, making it more user-friendly and appealing.

The addition of a depth effect to the lock screen, as well as the ability to rotate images used on the lock screen and the addition of lock screen widgets, is likely to result in a temporary trend in wallpaper apps and other apps that make widgets a core feature of their product. This is similar to what happened two years ago when iOS 14 introduced home screen widgets. This will, of course, be supported by the new features that Apple will grant to apps that use these new iOS 16 features.



Beyond the short-term benefits, these iOS 16 features may influence consumer expectations about certain types of apps that require background execution (such as music apps) and that users may want to exert more control over from their lock screen. Offering a lock screen widget to such apps may be a great way to engage and retain long-term users while also demonstrating new benefits to active and lapsed users.



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What will happen to the category of Health & Fitness?

One of the most important topics discussed at the Apple Event 2022 was health. In fact, the new Apple Watch Series 8 is specifically designed to assist wearers in tracking their health and fitness levels.

As a result, it is not surprising that iOS 16 includes advancements in health and fitness tracking.

The iOS 16 also notifies users if any medications added to their list have side effects or become less effective when combined with other medications on the list.

While it appears that the Fitness app is now included with every iOS 16 software installation, the app's visibility on the App Store does not appear to have increased just one day after its release. The app is still not among the top 200 Health & Fitness apps in the United States, and it does not appear to have gained keyword rankings for terms like "workouts."

*Health & Fitness growth case study:
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