Apple’s App Store: a new sheriff in town

Apple’s App Store: A New Sheriff in Town

Since Apple’s September keynote, the mobile marketing space has been abuzz with the new iOS 10 push notification capabilities, and for good reason. Mobile marketers now have even greater opportunities to engage and serve their customers through the new rich notification formats. What mobile marketers have likely been paying less attention to are the new App Store guidelines. While these new rules have taken a backseat to the new iOS 10 push notifications, marketers must be aware of them or risk serious consequences for your apps.

As of September 7, 2016, apps that don’t adhere to the new rules released by Apple will be removed from the store. Here’s what you need to know to make sure your apps remain in good standing and continue to best serve your customers:

Quality Control on Existing Apps

Apple wants to make sure that all apps in the store are functional and up-to-date, and make it easier for customers to find the apps that best fit their needs. Even if your app is working and getting downloads, this will not stop Apple from removing it if it doesn’t comply with the new guidelines. Apple is going for quality over quantity, which is good news for your apps.

Shorter App Names

To prevent keyword stuffing and bad user experiences, app names are now limited to 50 characters, down from the 255 previously available. Apple recommends 23 characters for optimal viewing on all devices. Longer names could be truncated which means your customers will not see all the characters. Apps that don’t comply with this guideline will get booted from the store until the the name has been properly changed.

30 Days to Comply

You are given 30 days to perform any updates to make your apps comply with the new requirements. If your apps are still non compliant within this time frame, they’ll be removed from the store until your updates are submitted and approved. Apps that crash on launch will also be removed. So loop in with your developers and make sure everything is on track so your apps continue to serve and engage your customers.

Release cycles

Apple is looking closer at release note content expecting to see more than the proverbial “bug fixes”, and frowns upon apps that are not refreshed regularly.

While Google doesn’t seem to be as picky around store guidelines, we wouldn’t be surprised to see them take similar action in the future. We’ll be sure to bring you all of the latest app store intelligence to keep your apps performing well.

Bonnie Bailly
Marketing Director, EMEA at FollowAnalytics
Bonnie manages EMEA Marketing from FollowAnalytics' Paris office.
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