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On June 7, Apple’s Worldwide Developers Conference WWDC2021 was held online as scheduled. In this keynote speech, iOS 15, iPadOS 15, watchOS 8 and other five major operating systems made their appearance in full. Although many people commented that this iOS 15 is just some functional enhancements, Apple made some solid major updates in the App Store, giving developers full sincerity!

Table of Content

Show in-app activities directly in the App Store

For the App Store, one of the major updates introduced by Apple is that the App Store for iOS15 will support displaying activities within the App. Apple has released some information about in-app activities to attract users to download or use the App, so let’s quickly understand: ① What are in-app activities?

①What are in-app activities?

In-app activities refer to “just-in-time activities” within the app/game. The so-called “timely activities”, Apple explained that it is best to release the current/imminent major activities, such as game competition, new movie premiere, live experience, etc.

②Where can in-app events be displayed?

In-app events can be displayed in search results, as well as in editorial picks and personalized recommendations in the “Today”, “Games” and “Apps” tabs.

It is important to note that when a user searches for an app, the app’s activity card will only be displayed with the app to users who have downloaded it. If users have not downloaded the app, they will still see the screenshot. In addition, users can also search for in-app activities directly.

③How to set up in-app activities

According to the current information, in-app activities will be available in the fall along with the official iOS15 release, and there is no corresponding setting portal in the iTC backend yet. However, Apple has already announced the considerations when creating in-app activities, such as

Metadata aspects: When creating an activity you need to add metadata to it

Activity name: Choose a unique name of up to 30 characters. Avoid using generic terms or descriptive language.

Activity description: within a maximum of 50 characters, a brief summary of the activity is required and this information will be displayed on the activity card.

Detailed description: up to 120 characters, this information will be displayed on the event details page.

Promotional image or video: an image or video can be added for the event within the app. The video will loop for up to 30 seconds and requires a poster frame.

In terms of configuration and presentation.

In-App campaigns can be submitted for review independently of new App versions, up to 10 In-App campaigns can be created and up to 5 can be published within the App Store at a time.

When choosing a start and end date and time for an in-app campaign, you also need to choose the date and time it appears in the App Store. in-app campaigns can last up to 31 days and can be promoted for up to 14 days before the start date. The ability to set up the campaign to be available only in specific regions, with custom dates and times for each location.

Possibility to specify the priority of event display: events will be displayed in chronological order based on the start time, with priority given to the earliest start time.

The ability to promote in-app events across more channels, such as using email, ads, social media, etc. Users can learn more and download the App through links on specific event detail pages

Users can share in-App activities with others. Users also have the option to receive notifications from the App Store when an event begins

App Analytics in App Store Connect can be used to understand the data performance of in-app activities. View display counts, campaign page views, engagement and conversion data, and the number of users who have opted in to receive notifications when a campaign begins.

Customize product detail pages for A/B testing of metadata

In addition to the ability to display in-app activities directly on the App Store, Apple has introduced two more beneficial updates for developers: customizing product detail pages and A/B testing of metadata. These two updates not only help apps attract specific user groups, but also help developers test different metadata, such as app icons, screenshots, etc. to optimize product pages and improve download conversion.

① Custom product detail pages

Apple explained that later this year developers will be able to create different versions of product detail pages for apps to showcase different features or content, such as specific campaigns, characters, shows or game features, to attract users who may be most interested in them. Each version will have a unique link for each version. While Apple has not yet opened the backend settings portal, it has released details about.

Custom product detail pages will be able to include different promotional text, screenshots and preview videos than the default product detail pages.

The ability to use its unique URL in promotional campaigns to direct specific audiences to the relevant product detail page.

The ability to create new pages at any time and submit them to Apple for review independently of the updated version of the app.

The ability to publish up to 35 custom product pages at a time.

You can view the number of product detail pages displayed, downloads, conversions, etc. through App Analytics, monitor the conversion rate of each custom product detail page, etc.

② A/B testing of metadata to optimize product detail pages

Next, developers will be able to optimize product detail pages by trying out different app icons, screenshots and preview videos to understand user preferences. For this update, Apple has also given some important information so far.

A maximum of 90 days for the entire testing cycle.

That any metadata used for testing will need to be submitted to Apple for review.

If the test material contains only alternate screenshots and preview videos, it can be submitted to Apple for review independently of the new version of the app.

if one wishes to test additional app icons, the icons to be tested must be included in the binary file of the released app.

The ability to view display counts, conversion rates, etc. in the App Store Connect backend.

The update is similar to Google Play’s detail page testing feature, where developers will be able to A/B test metadata to more visually understand user preferences, more accurate attribution, whether an app icon change results in better conversions, or whether highlighting a specific feature in a screenshot increases downloads for a specific localization, etc.

Installed apps in search results no longer show screenshots

In addition to these major updates, we also observed while testing the App Store on iOS 15 that installed apps that appear in search results no longer show screenshots.


Apple’s adjustments to the App Store are really sincere to the developers! It can help developers test different metadata to optimize product pages to improve conversion.

More about lastest App Store news and opportunities for app developers: The App Store also has these exposure opportunities

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