Apple’s WWDC25 got here with a wave of bulletins with guarantees of massive modifications. However will any of this have an effect on your app advertising and marketing plans?
For app entrepreneurs and progress groups, these updates open thrilling new alternatives to boost discoverability, conversion, and consumer expertise.
Beneath, we discover the three main takeaways, and tips on how to put together for these shifts.
1. Liquid Glass: A visible overhaul
The massive modifications that Apple at WWDC25 first introduced was iOS 26 and Liquid Glass. Apple has launched a brand-new visible language with iOS and iPadOS 26, dubbed Liquid Glass. This design replace brings glossier, extra translucent components, softened gradients, and dynamic lighting results that react to motion and atmosphere. It’s not only a beauty improve; it modifications the expectations for app UI and App Retailer presentation.
Key modifications:
- A brand new glass-like materials throughout UI components that adapts to mild and environment
- Shiny, layered icons with much less saturated colors and silhouetted shapes
- Higher depth by multi-layer rendering in widgets and apps
- Possibility for translucent app icons (functionally an identical)
Apple has additionally launched a brand new Icon Composer app for Mac, permitting builders and entrepreneurs to preview app icons in several environments. The Human Interface Tips have been up to date to incorporate suggestions for tinted and darkish mode-compatible icons.
Why it issues
Traditionally, Apple favours apps that align with its newest design requirements, each in editorial alternatives and have placements. Additionally, ensuring your app icon stands out on a consumer’s display screen is even more durable now in case you depend on your colors. Ensuring your icon stands out even on this ‘liquid glass’ look will assist enhance engagement.
Yodeller insights
“In the event you’re a model with a easy, recognisable brand like Netflix, you’ll probably be high-quality. However apps with extra complicated icons, like Google Chrome, might want to think twice about shades and shapes to remain seen towards the brand new Liquid Glass residence display screen in iOS 26. As all the time, after any visible replace, hold an in depth eye in your app’s utilization metrics to grasp how customers are responding. It’s additionally value proactively speaking the change, in a push notification, for instance, to assist customers recognise your up to date icon and keep away from confusion.”
– Jessica Spivey, Senior ASO Govt at Yodel Cell
2. Customized product Pages at the moment are obligatory
With iOS 26, Customized Product Pages (CPPs) have gotten considerably extra highly effective. Permitting extra flexibility and personalisation together with your CPPs can assist enhance the conversion fee. Apple is now permitting:
- Now you can match sure search phrases together with your particular CPPs, even out of your key phrase area
- And you’ll A/B check your CPP variations to measure conversion efficiency
Apple’s enlargement of CPP capabilities transforms them from mid-funnel conversion instruments into top-of-funnel discovery belongings. This can be a huge win for entrepreneurs trying to goal particular segments or use instances
Yodeller insights
“These updates open up a broader vary of alternatives; you’re basically casting a wider web. The extra flexibility you need to tailor the expertise for every consumer section, the higher. It creates a extra seamless journey from discovery to obtain. Nevertheless, merely having a Customized Product Web page is now not sufficient. With CPPs now enjoying a better position in App Retailer search and Search Tab adverts, entrepreneurs must dig deeper into analysis and optimisation to remain aggressive.”
– Nat Abell, Senior ASO Supervisor at Yodel Cell
3. Smarter insights with the AdAttributionKit
Apple has launched a wave of recent enhancements to the AdAttribution Package enabling extra flexibility inside your marketing campaign measurement. The important thing updates embody:
- A number of energetic re-engagement conversion home windows – Now you can monitor a number of re-engagements directly, quite than being restricted to only one energetic window.
- Configurable attribution home windows – Outline how lengthy an advert impression could be thought-about legitimate for attribution, customisable by advert community and interplay kind.
- Attribution cooldown controls – Stop conversion overlap by setting a post-conversion cooldown interval in your app’s information record.
- Nation-level granularity in postbacks – Postbacks now embody anonymised nation codes, permitting for geo-specific efficiency monitoring whereas preserving privateness.
- In-device growth postback testing – Now you can simulate postbacks immediately within the iOS Settings app, making server-side implementation testing extra environment friendly.
This function offers you extra management over your marketing campaign, however their influence relies upon fully on whether or not advert networks undertake the newest framework and signal postback accordingly.
Yodeller insights
“The updates to AdAttributionKit are thrilling as a result of they trace at a future the place retargeting on iOS turns into extra possible. With re-engagement home windows and configurable attribution settings, we’re hopefully transferring nearer to a spot the place we will serve adverts to customers who’ve already interacted with our campaigns. One thing we’ve not been in a position to do successfully on iOS for the reason that introduction of iOS 14.5 over 4 years in the past.”
– Joel Saunders, Paid UA Account Supervisor at Yodel Cell
Ultimate ideas
WWDC25 has proven that Apple is leaning closely into personalisation, discoverability, and efficiency insights. App entrepreneurs who act early to align with iOS 26’s updates might be in a powerful place to develop visibility and conversions.
From updating your UI and retailer belongings to constructing keyword-rich CPPs and optimising marketing campaign measurement, there’s loads to get began on now.
Keep forward of the curve, and take advantage of what Apple’s evolving ecosystem has to supply.
Need to study extra concerning the new iOS modifications and need assistance rising your app? Get in contact with us at present.
