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How Does iOS 11 Affect Apple Features and ASO

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App Masters11:20Open on YouTube
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The bottom line

The iOS 11 App Store is an editorial, magazine-style store that gives developers more places to be featured, and the old ASO tricks still work. Developers should pursue Apple features and use new Apple technology, since more featuring spots should bring steadier downloads.

Key takeaways

  • The new App Store works like a magazine, not a brochure. 2:14
    • A Today tab opens with a welcome from the editors, and each story can be tapped to read more.
    • Apple is tapping into the feed habit, with a game of the day and an app of the day.
  • More sections mean more chances to be featured, especially for indie developers. 5:53
    • Games and Apps tabs each carry several featured sections, such as new games we love and new apps we love.
    • Apple pushes AR heavily, so a pitch can open with a key app missing from its AR section.
  • A Today feature should bring a steadier flow of downloads than the old sharp spike. 3:41
    • In the old store, a feature gave about seven good days and then fell off a cliff.
    • This is a hunch: with less new content each day, a feature may sit on screen longer and feel like eight days.
  • Building on new Apple technology still helps win a feature. 6:46
    • Face ID is likely to be a big push, as AR is now.
  • Old ASO tactics still work, and a feature comes from getting Apple's attention and then telling a good story. 8:26
    • The Spanish Mexico localization trick still ranks his game Galaxy Jump number 2 for a test song term.
    • Two known routes to Apple are the Apple promote page and finding an App Store manager on LinkedIn.

Getting an Apple feature comes in two halves. The first half is getting Apple's attention and the second half is telling a good story.

Steve P. Young, App Masters

Chapter summaries

0:00 A first look at the iOS 11 App Store

The new store is built like a news publication, with daily picks that sit apart from the featured apps.

  • The store now reads like journalism. 2:06
    • The welcome note reads like the second article of a news site.
    • The editors use it to highlight different things each day.
    • iOS 11 had just come out, and the walkthrough is done as if for the first time.
    • The old store felt like a brochure, which makes the shift to a publication large.
  • The daily picks are separate from the featured apps. 2:41
    • Game of the day and app of the day are not the same as featured apps.
    • The featured sections sit on other tabs, which come later.
    • The two kinds of spot need separate pitches.

3:05 Why the redesign matters for growth

Features drive growth for many apps, so a store with more places to feature them changes the plan.

  • A daily pick should bring more downloads. 3:22
    • Many developers depend on features, so the redesign matters for ASO.
    • One app can be featured in a section and again in the Today tab.
    • The extra downloads are his view, not yet seen in data.
    • He will report back when a client is first picked as game or app of the day.

4:30 The Games tab

The Games tab adds feature spots, including an AR section the old store lacked.

  • An AR section is new. 5:10
    • As far as he can tell, the old store had no AR section.
    • Apple is promoting many AR apps in it.
    • One of his clients is making an AR game.
    • The next section down is "new games we love," with a see-all link.

5:40 Games and Apps tabs in practice

The new tabs add featured space, but the best spots sit near the top and the lower sections may matter less.

  • Lower featured sections may do little for downloads 6:00
    • Charts and categories sit under the featured sections, so a lower slot is easy to miss.
    • The best new updates section sits at the very bottom of the Games tab, and he doubts it will move downloads much.
    • He feared the redesign at first, but the extra featuring chances won him over.
  • Top placement should beat the apps we love list 7:09
    • Most client features came from the old apps we love list, so he expects that route to keep working.
    • He says the spots at the top of the page are worth more than that list, and will report back once clients land there.
    • Top paid is more highlighted now, so an app that reaches it should gain more.

8:20 ASO tactics and the path to a feature

Existing ASO tactics survive iOS 11, and a feature is won by reaching Apple and then giving them a story worth running.

  • Localization keyword tricks still rank 8:26
    • Galaxy Jump ranks number 2 for a song title searched as a test.
    • The song was Despacito, chosen only because he liked it and wanted to run a few tests.
    • The term sits only in the Spanish Mexico localization, and iOS 11 hasn't removed that effect.
  • Reaching Apple and telling a story are separate jobs 10:14
    • The first job is getting in front of Apple. The second is a story strong enough to hold their attention.
    • His agency has helped 13 clients get featured by Apple.
    • He doesn't think the redesign makes his Apple-feature method outdated.

In the growth library

Steve P. Young, Founder of App Masters, app marketing agency. A first look at the iOS 11 App Store redesign and what it means for ASO and getting featured by Apple. It argues the new editorial layout creates more feature slots for indie developers and that the Spanish Mexico localization trick still ranks.

More from App Masters · The whole library, and ask it anything

Transcript306 lines
0:00

coming up we're gonna take together we're gonna take a look at the brand-new App Store for iOS 11 and how that impacts ASO and Apple features stay tuned what is up app nation it is TP young founder of app masters Co the place you go when you want action-packed content in the app business and today I'm fresh off actually let me start with this I'm fresh off the Santa Cruz event it was freaking phenomenal we got a lot of great feedback from everybody and it got me so pumped up and so jazzed about next year that we're committing to four so we're gonna come to LA New York Bali most likely and then another location the fourth around September timeframe next year but February in LA in May we're gonna go in New York and then Bali in July it's probably gonna be more an intimate event the Bali one but be on the lookout for it we are planning up we're planning all these events were ramped up and I wasn't sure you know how

1:11

these events would take off it was a brand new thing that I did started in April did it again September and from the feedback from both events I've now feel like I understand how events work a little bit now and the feedback that we've gotten from all the attendees have been has been phenomenal so we're gonna continue doing this it's my passion to really connect and bring people together and I think we're doing that with these events so I'm gonna continue this as a passion project of mine alright so today I want to talk about the new app store I know you guys all know because you're in the app space iOS 11 just came out and I want to kind of look at the the new app store kind of go through it together because it's I just installed iOS 11 as you can see from my appearance that I wasn't planning on creating a video but I thought this app store was really cool looking and I thought hey would be great

1:57

to create this video and walk it to get walk it through together with you so as if I was doing it for the very first time alright so let's get into this I'm gonna pull it up right here so you can see here's the new app store here's a welcome message from the editors so it feels very much editorial as you can see the second news article if you think about it and at the editors are trying to do a good job of highlighting different things so that's what this is all about and you can read through this I won't read this all for you guys but here's a little today and you can tap into each thing and read a little bit more about it so I can as you can see it feels a little bit more journalistic in a way whereas Apple is really trying to tap into the feed mentality that we all are accustomed to and you can see there our game of the day the app of the day and so forth now those things are different from the

2:48

featured apps so that we'll get to that in a little bit and I'll go through the tabs with you but it looks like it's feels a lot more journalistic and like a publication like a magazine in a way then just a brochure like the old App Store did right as you can see you look and what I feel like if you know here's a couple of things that I'll bring up too because my main concern was ASO and then Apple features how does that impact me alright that's a lot of our growth strategies not a lot but some are grosser I just depend on that and a lot of people want to be featured so I do think if you do get the game of the week of the day or the Apple a day that you'll actually get more downloads so I think there's a couple opportunities you get featured into the other sections like this one I'll go to the right here so you can get featured here and then you can get featured into in the today tab so if you get featured in today tab

3:41

my hunch is that usually when you get featured in the old app store that you see seven day about seven days you see pretty good results and then just sort of falls off the cliff here I kind of feel like you'll see a little bit more so that that seven day may feel like eight days because they don't have too much content every single day so you might just continue scrolling down scrolling down scrolling down so the impact I feel like if you do become a per day or the game of the day then you should see a pretty good steady drop off rather than this humongous like cliff up up up up up up and then fall so it might just be like not as high but you know nice and steady nice and steady nice to say the United a type I feel that's just my hunch I'll let you know when we have our first client featured on game of day or app of the day right so I'm gonna move on from the Today tab to see as you can see the Sunday really cool I

4:37

actually like this a lot I like a lovely new app store a lot so Apple if you're listening this hollaback Union all right so here is the games tab as you can see I've kind of gone through this some of this I know a lot of people are working on AR apps and one of my clients is an AR game too and as you can see you could scroll through this so you can see all these games there's more opportunities I feel like for you to be featured and these Apple is doing a really good job of trying to highlight more apps this way now they have a section now this isn't in the old App Store I believe because I just updated this today and I didn't see it but you can see they're promoting a lot of AR apps so if you do have an AR AR game the tip I'll give you is you know your game changing AR section is missing a key app and lead with that as an angle and pitch Apple that way so you can see here's some more era apps that you can look at

5:34

all the features so now that we're highlighting a lot more and then here's to still the new games we love I'm gonna click in to see all and you can see all the new games which is on the old iOS 11 - so this is where we've been featured before I think you'll still see I don't see the impact being too detrimental to the downloads I think it's this is all good stuff for us app developers and for especially for us Indies because I think there's more spots for us to actually be featured and more opportunities for us to be featured okay and then in the games you see the top charge top paid top three games and then categories as well so really really cool stuff and best new updates I don't know if these are gonna make a such a big impact on downloads these these featured parts right here at the very bottom but it'll be interesting to see so overall I think games getting featured really I like it

6:25

I think it's I was afraid because I wasn't sure exactly how look but I actually liked the new changes and I think it would give us more of an opportunity to be featured alright again the same I'm not gonna go through this as well because you guys can look through it but apps non games same thing you know obviously they're pushing AR again get started with AR it's a big push for us and so one of the tricks for an apple feature and I think most this is commonly known now because everybody's talked about it is try to integrate integrate as much new Apple technologies as you can especially with new os is that come out so definitely do that like face IDs probably gonna be a big one the Apple is gonna want to push as well so that's good and again you see these new halves we love which is essentially how we've gotten most of our clients featured under this new apps we love section and we have done that so I don't

7:18

see that changing as much I don't know if the Downloads will be impacted as much because there's so much real estate up on top like these were probably be better up top right here being featured there then these new apps we love so we'll see how that goes I don't report back as I hopefully soon get clients featured on these things I love the top paid I think this should just only do more for you guys if you ender ever end up in the top paid section here because so highlighted here you know it's so obvious it's more interesting for me to find new apps this way to top free you can see I've been scrolling through this so you just hop free and here's the categories so I would say I'm gonna drop this a little bit tear this off I would say overall this is a great thing for app developers I think the new changes are gonna be phenomenal for us it's gonna help us actually with being featured I do think my hunch there's all

8:13

my hunch you know that we are actually gonna see more of a benefit in terms of downloads if we get featured and then from an ASO perspective actually let me share this with you so from an ASO perspective here how you fold it up but the Spanish Mexico trick is still working so this is my game right here at galaxy jump I'm number 2 for that song despot Seto just because I like that song and I wanted to try a couple of different tests here but you can see like that is in my Spanish Mexico localization and I'm able to rank number 2 for that particular term so that Spanish Mexico trick still does work if you want to deploy that it hasn't gone away with iOS 11 and I'll be playing around with different other tips and tractive tactics for iOS 11 so stay tuned for that the last thing I want to mention is at masters Academy look if you guys are interested in learning more especially these new things that are

9:06

coming up there's a brand new course as we get better with this that I'm creating it's ASO specific specifically for iOS 11 ASO specifically for Iowa's love it so ASO for iOS 11 wouldn't create a brand new course about that I'll probably highlight some of the new things too on the YouTube channel so if you're subscribed to that make sure you subscribe we're gonna talk a little bit more about the important changes what are we seeing and then sort of the advanced stuff we'll save for at masters Academy so at masters Academy is a brand new thing we've already got about 14 or 15 people already signed up members who are in there and right now currently as we speak we have courses that we've already published elsewhere so if you have access to them you're gonna see those courses again and then we're going in and updating a lot of these things and then a brand new course that we just created this week will be on how we get

9:53

the Apple features so I don't think this is gonna impact the course and that was my main concern is my course now outdated because of these new changes I don't think it is and so in that course you'll see how we've helped the 12 the 13 of our clients get featured by Apple and the the tip I'll give you guys and this is what I say the potential clients although all the time is getting Apple feature comes into two halves the first half is getting the Apple's attention and the second half is telling a good story so the first half is really how do you get in front of Apple and the second half is how do you tell a really good story to make sure they pay attention right and that's what we're gonna show you we're gonna highlight all the little tips and tricks that we've been able to use and the last trick I know I'm not trying to tease you guys in terms of like making wanting you sign up but they're the two strategies that we have

10:42

shared is apps or comm slash promote find an app store manager on LinkedIn and then the last one is a really good one that anytime I've shared it with the client they like duh no-brainer and or that actually worked and like yeah three times baby so this third secret strategy is what its gonna be in at masters Academy so if you want access to all this go to app masters Academy comm app masters Academy com it's also linked up in the YouTube description as well as always guys if you enjoyed this video if you enjoy my energy hit subscribe and then like this video and I'll see you next time bye