It's no secret that the app market is always changing. Every year, new trends emerge while old ones fade away. While economic insecurity may make 2023 a difficult year for many businesses, the app industry should not be discouraged. There is still room for your app to succeed, and the following trends can help you capitalize on it.

2023 Apple App Store Trends

Apple is always changing, and so are App Store trends. Here are some App Store trends for 2023 to keep in mind as you plan your iOS app growth strategy.

A greater emphasis on quality over quantity

With over 2 million apps available on the App Store, it can be difficult for users to find the best ones. As a result, we believe Apple will begin to prioritize user satisfaction. In other words, Apple may prioritize quality over quantity in 2023, featuring only the best apps in the store.

⭐️ Related reading: 
How to get featured on the App Store?

As an app marketer, you must be aware of this and provide the best product possible. It necessitates technical stability, regular app updates, managing user reviews, and keeping your app's uninstall rate as low as possible.



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Adapt to Apple's new standards

With each new Apple product announcement, new app store adjustments are made. While including iPhone 14 screenshots in your app store listing is currently optional, it should become mandatory in 2023. The reason for this is that more people will purchase the iPhone 14s. To capture this audience, you will need to adapt your creatives to new standards.

Furthermore, use this as an opportunity to set your app apart from the competition. The sooner you update your app store listing screenshots, the more likely it is that new users will choose you over competitors.

More personalized app experiences

As previously stated, personalization will be a hot topic for app marketers in 2023. Apple is constantly gathering information about its customers and their preferences. As a result, targeting opportunities may be expanded, which is great news for app marketers. Simultaneously, the app marketing community is anticipating news about the possibility of a personalized in-app experience for users. If this occurs in 2023, it has the potential to reshape the entire industry by creating new opportunities.

⭐️ Related reading:
App Personalization: The Key Point To Maximize Your App's Potential

Apple's new advertising placements

One of the most recent 2022 announcements is the addition of a Today Tab and Product Pages as new ad placements to Apple Search Ads Advanced. Let's quickly go over these new ad placements:

• Today's Tab can assist in reaching users on the App Store's front page when they first visit the App Store to discover apps.
• When users are browsing apps, Product Pages can help them find you. Users who have scrolled to the bottom of relevant product pages will see this ad at the top of the You Might Also Like list.

These new ad placement options provide an excellent opportunity for app marketers to begin acquiring users from various locations in the App Store in 2023. The user experience will change as people see your app in different places across the App Store. So, if you want to make the most of new ad placements, you must personalize and measure these channels before analyzing the user's new experience.

⭐️ Related reading:
Looking Back On 2022 App Store Adjustments: What Were App Store's New Functions This Year?

2023 Google Play Store Trends

Google Play Store trends in app marketing and ASO are constantly changing. 2023 will not be an exception; we can anticipate new changes as the platform evolves. Let's take a look at a few of them.

SKAdNetwork 4.0

You may have heard about the new SKAN 4 updates for ad networks and app marketers. It is a fantastic opportunity for app marketers to gain more insight into the performance of app ads, but it also introduces some complexity that you should be aware of. Here's a quick rundown of the new SKAN 4.0.

• There are up to three postbacks. 
• The introduction of the coarse-grain conversion value.
• Increased granularity for ad networks
• Privacy thresholds include four tiers of crowd anonymity.

So, if you don't want to waste your budget in 2023, plan to spend some time in 2023 working on the SKAN setup and creating a structure that generates enough events.

Google Play Store on large screens

Make sure your app is visible on large screens in 2023, such as tablets, foldable, and Chromebooks. Users should be able to easily find apps for their devices. The most recent changes for large screens include the inclusion of screenshots, videos, and descriptions directly in Apps and Games Home. As a result, adapting your app creatives to large screens will aid app discoverability in 2023.

Video-driven app store listing

Because Google has already completed the rollout of its Play Store Web Experience, the next stop could be the redesign of the mobile experience. In other words, it appears that feature graphics and videos may come to dominate search in these displays. This means that app marketers must be prepared to adapt quickly to these changes. As soon as the Play Store changes, provide high-quality, catchy, and convincing videos and graphics.

Autoplay screenshots in the Play Store

Because the Play Store now autoplays the first three screenshots in the games tab every 3 seconds, app marketers now have a new opportunity to optimize game browse conversion rates. Make the most of it by experimenting with screenshots for conversion rate optimization.

⭐️ Related reading:
2022 Google Play Adjustment: Review of 8 Google Play's major adjustments in November



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Conclusion: Trends in-app marketing and ASO in 2023

It is difficult to predict what will happen in the app industry because there are numerous external and unpredictable factors that may influence the app business. However, some of the 2023 app marketing trends can already be seen.

To summarize, app marketing and ASO trends in 2023 will revolve around the following topics:

• App marketing strategies should include personalized user journeys.
• Apple's Today Tab and Product Pages will alter the App Store user experience, tracking these channels will be critical.
• Paid UA should be built on top of a solid ASO foundation.
• Data-driven decisions will have a significant advantage.
• Economic uncertainty will force the adoption of new app marketing strategies.
• Feature graphics and videos may rise to the top of search results in the Play Store.
• With PPO and Store Listing Experiments, A/B testing will be more important than ever.

Remember that no matter what strategy you use to grow your app in 2023, the end goal must be to provide value to your users. If you can accomplish this, you will be in an excellent position to succeed even in difficult economic times.