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More frequent than iOS updates is the deep change of App Store - iOS learning from beginner to proficient is all in Ji Changxin

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From iOS 10, 10.1 to 10.1.1, it is obvious that Apple has accelerated the update frequency of iOS. If the problem caused by the short interval push of the new version of iOS 10 is "whether users want to upgrade", then all kinds of changes in the App Store that are not easy to find are raised to developers: "How should I deal with this rhythm?"

Apple's pace is accelerating

In fact, iOS is not the only one that accelerates the pace. As users familiar with the App Store know, Apple's App Store used to be characterized by a fixed frequency of home page updates, relatively fixed time and columns. The most important editorial recommendations, excellent new apps and excellent new games in the App Store were previously basically updated every Thursday (China's time is Friday), so it is called "Magic Thursday", This day is the time when the most new applications and games are launched every week, and it is also the time when most applications choose to update their versions.

Although such updates are regular, they are slow and inflexible, which also makes many people, from player users to media, gradually develop the habit of paying attention to the App Store only once a week, browse new games and applications on the shelves, know some new activities launched by Apple, and then don't spend too much time on it.

Now this situation has changed. Although the update of new apps and new games on the home page of the App Store is mainly on Magic Thursday, individual "new members" will also be added at other times of the week. And Apple will also change the content of each section of the home page according to various situations. The rotation of various RMB 1 selections, excellent Chinese independent games, theme game recommendations and so on are very rich. It can be said that the existing App Store is starting to make itself more attractive than the previous App Store, which only opened once a week on a certain day.

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The home page recommendation based on Zhou Geng also enables those apps that have won Apple's "eye" to have a fixed and sufficient exposure rate. As long as they are selected, they will have been on the home page for a long enough time before the next update of the home page of the App Store, until the next update of the home page, which is undoubtedly quite "comfortable".

After the update frequency is accelerated, the distribution of promotion resources on the home page of the App Store tends to be more reasonable, allowing more apps to have time choices. From the perspective of a single app, the exposure duration in a fixed time decreases, but from the perspective of total coverage, it is still beneficial to most developers.

What about users? When the App Store truly realizes the daily one hour shift, the existence of this official app store will be more meaningful than ever before. The update of unlimited content means that every time you open it, you will be hopeful to see new things, and the user stickiness will increase.

It is an inevitable change to speed up the pace of mobile Internet products in accordance with the characteristics of fast moving consumption. Improving the freshness and visibility of content should be an important part of maintaining the vitality of the App Store. Now it seems that Apple has come up with more ideas.

App must also "live" with it

Maybe you didn't notice that the App Store was abnormal a few days ago. On October 24, more than 30000 apps were removed from the App Store, and on October 25, more than 26000 were removed from the App Store. Of the apps that were removed on October 25, 70.5% had not been updated for two years.

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We once reported that Apple sent an email to developers in September, informing them that apps that had been updated too frequently would be taken off the shelves. Recently, the number of offline apps that have not been updated for a long time is very concentrated, far exceeding the average proportion of the previous month. So now we can confirm that the action of "cleaning up the App Store" has officially started.

At the same time, according to the analysis from ASO100, Apple will reduce the interval between two years of no update to one year or even shorter in the later period of cleaning up abandoned apps. In other words, if your app has been on the shelf for 1 year and has not been updated, it will also be removed as a zombie app. Those students who haven't updated for half a year should also feel a little crisis.

From short-term data, we can see that Apple's determination to the App Store has not only ended with a large number of usable and useful games and applications, but also wants to keep these games and applications "fresh", so as to improve the freshness and activity of the App Store and attract users to consume.

Imagine that if there are a lot of apps that have not been updated in 1 or 2 years on the App Store, you will not have the desire to download and purchase them. Take tough measures to require developers to keep the App updated, which is the key to ensuring the vitality of the App, reducing the unsustainable application of "once on the shelf for life". On the one hand, it will reduce the massive hoarding burden of the App Store, on the other hand, it will also allow the App Store to usher in new content changes, No doubt, users prefer an app store with a new version, whether it is a home page recommendation or an app found by chance.

Apple's move is really popular.

Decentralization enables developers to keep pace

In order to make the App Store "live" in an all-round way and make a new look from inside to outside, Apple alone cannot do it. So Apple tried to use various policies to stimulate developers to work on the App constantly, and these policies are all related to changing the status quo of the App Store.

First of all, we have discussed many times about participating in competitive advertising search. Although it is called "advertising", it is a rare advertising method that is praised by everyone (at least not hated).

The pricing system of App Store advertising calculates advertising fees based on user clicks, giving every developer the opportunity to improve the exposure of the app and facilitating users to download it directly. At the same time, because search ads adhere to Apple's privacy standards, users' personal information remains confidential. For users, the introduction of search ads makes it easier to search for fresh, high-quality applications that are close to their needs.

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Next is the new subscription business model. Previously, only news, cloud services, friends, audio and video could be set up for subscription items. Now Apple has opened the subscription system for all apps, and the form and price of charges are determined by developers.

At present, many apps, including games, have adopted this charging system, and some content needs users to follow the subscription program to fully experience. This is another attempt of Apple beyond the two business models of one-time purchase fee and free+internal purchase. The effect remains to be seen in the future. At least, it has a positive impact on improving the overall activity of the App Store.

In addition, for free+internal purchase apps, Apple has also come up with a new approach: on October 29, Apple introduced a new policy that allows developers to provide users with discount codes for internal purchase items. Previously, developers were only allowed to provide discount codes for paid apps. That is to say, for each update in the future, developers can send not only the exchange code of the app, but also the exchange code purchased in the app.

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This has little impact on ordinary users, but it is of great significance to developers, especially in game promotion and promotion. Apple obviously also hopes that the in app redemption code system can help developers better promote their applications through media, social networking and other platforms.

It should be noted that there are some restrictions on these in app discount codes. For example, each app can only provide 100 discount codes for in app purchases, and each app can only provide 1000 discount codes within half a year. The discount code is valid for 28 days after it is generated. In addition, users who use the coupon code cannot evaluate the app in the store.

Transformation, acceleration to change

In fact, the market performance of iPhone 7 is good, but only good can not solve the problem of declining sales of Apple. On the other hand, the strong growth of Apple's software service business, which focuses on the App Store, is obvious to all. Now is the time when software and software services are rising, and it is also Apple's best opportunity.

When everyone is talking about how Apple should transform software services, in fact, a series of changes in the App Store have shown Apple's means. There is no doubt that this is an incremental and subtle innovation. Developers who can keep up with this pace may be more confident in the future

To avoid elimination in the more fierce competition of App Store 2.0, and even to overtake at the corner.

Ji Changxin is responsible for ios learning from beginner to proficient

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This article is written by Ji Changxin Author, article address: https://blog.isoyu.com/archives/1504.html
use Knowledge Sharing Attribution 4.0 International License Agreement. Unless the reprint/source is indicated, they are all original or translated by this website. Please sign your name before reprinting. Last editing time: November 2, 2016 at 07:44 PM

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