Apple Introduces A/B Testing & In-App Events for App Store

Apple Announces App Store Enhancements for Developers

Today, Apple unveiled a series of upcoming modifications and improvements to the App Store. These changes are designed to empower developers with more effective tools for app targeting and user acquisition.

The company reported that the App Store currently serves 600 million users weekly across 175 countries. Furthermore, over $230 billion has been distributed to developers since its inception, demonstrating the significant commercial potential it offers.

Addressing App Discovery Challenges

As the App Store has expanded, it has become increasingly difficult for developers to effectively market their applications to new audiences and improve app visibility. The newly announced features directly address these challenges.

Customizable Product Pages with A/B Testing

A key update centers around the app’s product page. Starting this year, developers will gain the ability to create multiple, customized product pages. This allows them to highlight different app features to specific user segments.

Developers can experiment with various elements, including screenshots, promotional videos, and even app icons, to A/B test which configurations resonate most effectively with potential users.

Highlighting In-App Events

Apps and games frequently introduce new content and limited-time events, such as film premieres on streaming platforms, special events like Pokémon GO fests, or Nike fitness challenges. Previously, awareness of these events was often limited to existing users who had opted into push notifications.

Apple is now enabling developers to more prominently advertise these events. In-app events will be featured “front and center” on the App Store.

Enhanced Event Discovery

These events can be showcased directly on the app’s product page. Users will be able to find detailed information, register for notifications, or instantly join ongoing events. Personalized recommendations and App Store search will also facilitate event discovery.

App Store editors will curate a selection of the most compelling events. A new App Store widget will also display upcoming events directly on users’ home screens.

Availability for All Developers

Apple confirmed that this feature will be accessible to all developers, regardless of whether they currently host events or are just beginning to explore this functionality.

The changes are intended to create a more dynamic and engaging experience for both users and developers within the App Store ecosystem.