Update: As we were finalizing this post, Apple did in fact remove Been Choice from the App Store, citing privacy concerns. Whether it comes back in an altered form or not, Tom's advice is worth keeping mind before you do anything drastic. -- Ed....Read more

This month’s Fiksu Index showed app marketing costs hit an all-time high.  Following the launches of the iPhone 6 and 6 Plus and Apple iOS 8 release, the cost for marketers to acquire loyal users (CPLU) reached $2.25. CPLU increased 21 percent from August, and 34 percent since September 2013. Taking a peek at the increasing costs to acquire loyal users over a two-year time period (2012-2014), we see an upward sloping trend line – demonstrating that marketers continue to face an environment of increasing costs and competitive forces....Read more

August was a ‘lazy’ month for vacationers, app users, and for app marketers, demonstrated by lowered app install activity on both iOS and Android and lower marketing spends. The Cost Per Loyal User (CPLU) Index, which measures the cost of acquiring a loyal user for brands who actively market their apps, came in at $1.86, representing a 6 percent decrease from last month’s index....Read more

After weeks of breathless conjecture -- will they introduce a new iPhone? (no!) or home automation? (yes!) -- Apple used yesterday's WWDC keynote to unveil a slew of changes and updates to OS X, iOS, and the App Store, but no new hardware. Instead, the focus of the event was squarely on developers. Yes, new features like improvements to iMessage, family sharing, and OS X to iOS AirDrop are nice updates for consumers. But in a nod to how important the developer ecosystem is to maintaining their position, Apple hammered home the message that this year's updates are focused on developers, for both the mobile and desktop platforms. ...Read more

March was the month of market maturity for our Indexes, as app developers continue to improve the quality of offerings, advertisers adopt more powerful programmatic and optimization techniques, and device usage continues to skyrocket....Read more

In rapidly evolving industries, uncertainty can be a killer -- so the introduction of the Advertising Identifier (IDFA) with iOS 6 was a welcome relief. The app marketing industry needed a privacy-respecting, industry-standard way to attribute ad performance, and the IDFA seemed like an ideal answer to an unsettled situation. ...Read more

Apple's new iPad Air went on sale on Friday 11/1, and according to our tracker, it's having a remarkable opening weekend. As of this writing, the Air is now making up 0.69% of active iOS tablets using apps in our network. While that's objectively a pretty small share, it stands out when compared to recent iPad launches. After the opening weekend a year ago, the iPad 4 had just 0.14% of activity, and the iPad mini had 0.21%. That means the Air is seeing five times the usage the iPad 4 did two days after launch - and more than 3 times that of the iPad mini.

...Read more

As we've discussed, the upcoming introduction of two new iPhones is likely to create a significant opportunity for app marketers as users load up their new phones with apps. On the heels of today's formal introduction of the iPhone 5S, 5C, and announcement of iOS 7's release date of 9/18, here are a few thoughts for app marketers.

  • This first-ever separation of the iPhone market into two current models provides a targeting opportunity for savvy app marketers. The lower-cost 5C, at the new $99 price point with a contract, will provide the opportunity to reach a larger set of value-conscious customers than previous phones, while the 5S will appeal to the premium consumers that have long been Apple's sweet spot.
  • For apps with a real local focus, the new Popular Near Me tab may be a new way for the App Store to deliver extremely valuable users: those who are nearby and looking for apps to get something done right now. We've already seen that the Near Me tab is predominantly populated with local apps – not the country-wide apps that are popular everywhere. (If Apple didn't somehow weight the listings towards apps that had specific local interest, every Near Me tab would look basically the same, with Candy Crush, Instagram, Vine, etc.)
  • While it may not be available to marketers out of the gate, we're intrigued by the app marketing potential in iTunes Radio based on the success we've had with Pandora.
  • Finally it's not a direct marketing opportunity, but we're excited about auto-updating apps on behalf of our clients. Just knowing that most users are on the most current version of the app gives app developers more freedom to focus on new content and enhancements.
...Read more

The months and weeks of speculations are almost over as we count down the days to the much-anticipated Apple event on Tuesday at which the iPhone 5S, iOS7, and potentially a low-cost iPhone 5C will be publicly unveiled.

...Read more
  • Apple reported record revenue numbers this week, along with record iPhone and iPad sales.
  • As if the App Store isn’t packed enough, 2013 will bring an estimated 435,000 new apps to iOS users – further aggravating discovery challenges for app marketers.
  • Across iOS, Android, and RIM, Facebook is the No. 1 app in the U.S., with nearly 86 million unique visitors per month.
  • Read more