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.

Last night, Apple withdrew iOS 8.0.1 after it surfaced that the update was causing problems with cellular connectivity for iPhone 6 users. That's a pretty serious bug -- but it turns out that according to our data, only a very small percentage of users with the new phones had actually upgraded -- and many of them have used Apple's instructions on how to revert to the original iOS 8.0.

Last week, marketers across the country descended upon Boston for FutureM, which this year was combined with Hubspot’s Inbound for a massive marketing event.

Our iOS 8 Activity Tracker is showing real-time iOS 8 events from around the world, illustrating the rapid switch to the new operating system. (Fairly rapid, anyway: not nearly as fast as iOS 7 last year, but still impressive.) The most dramatic images came from the first 24 hours, though, as early adopters rushed to get the new software.

In just the first 72 hours, Apple sold more than 10 million new iPhone 6 and 6 plus devices, which isn’t all that surprising based on what seemed like added anticipation. What remains somewhat surprising, however, is that the iPhone 6 seems to be crushing the iPhone 6 plus in sales.

The long awaited “bigger than bigger” iPhone 6 and 6 plus models officially hit stores today, and eager fans across the globe have been waiting in line for hours attempting to get their hands on one of the shiny new devices. A quick look at our iPhone adoption tracker shows the iPhone 6 is quickly outpacing prior models just a few hours after release.

Well, considered us surprised.

Despite what seemed like significant anticipation, Apple users did not rush to upgrade to iOS 8 during the first day of availabilty.  In fact, when compared to the number of downloads this time last year, the adoption rate of iOS 8 is lagging more than 50% behind that of iOS 7, specifically 11% to 22.5%.

 

What gives?

Because nothing’s ever simple, it’s most likely a combination of factors, particularly:

You’re not the only one anticipating today’s release of iOS 8. In fact, since Apple’s operating system was made available to the public at 1 pm EST, more than a few have headed over to the notification center,  “read” the terms and agreements, and clicked update. 

You may have read our recent article in VentureBeat highlighting the benefits of using retargeting both before and after users upgrade to iOS8 in the coming days.

September and October are exciting - and scary - months for app marketers. It’s the season for new Apple devices, and with them a new version of iOS.  When users update their operating system or move to new phones, they often re-evaluate their app choices and clean house on their phones. "What do I delete and what do I keep? Should I look at new apps to install?"

That’s the scary part for app marketers: it’s an easy time to lose a connection with a customer who might not reinstall every app on their phone.    

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