The recent rollout of Apple’s iOS 16 at the Worldwide Developers Conference (WWDC) has dramatically transformed mobile marketing by providing marketers with an opportunity to access the best of all three worlds; personalization, privacy and user intelligence that they need to get ahead in their business. As this shift continues to affect how marketers acquire, retain and monetize customers, iOS 16 has become a top-tier focus of app startups, performance teams and enterprise brands.
As app developers are developing their roadmaps for growth, they can gain insight and assistance from platforms that have been created specifically for this new era. Apptrove allows app marketers to be smarter by providing them with privacy-first attribution and deep-linking options.
Apptrove is constantly adapting to the evolution of the industry, which allows marketers to continue to create new tech resources without having to re-build every time Apple updates their policy and procedures.
Key Updates for App Marketers for iOS 16 Marketing
In the latest version of Apple’s operating system (iOS 16), new functionality has been added that will help marketers to better target their customers and to attract new customers. As a result of the new OS, marketers will need to determine how to best use the new functionalities of the latest OS to have the biggest impact on their current and potential customer base.
Lock Screen Personalization and Customizable Widgets
The iOS 16 update has made the experience more personalized for Apple users. From just showing notifications, the time, date, and a few buttons for the flashlight or camera, now you can create multiple lock screens with a variety of widgets.
All it takes is a few swipes to create multiple Lock Screens and you can choose from different fonts, colors, and widgets. You can also switch between screens easily.
A use case would be to create multiple screens for different times of your day. You could create a screen with widgets for your morning routine and then another one for work. The possibilities are endless!
If you are an app developer and support widgets, you have a better chance of capturing your users’ attention with this feature. On the other hand, the updated features may create problems for marketers who send opt-in notifications to iPhone users.
As an app marketer, you need to get your apps closer and closer to the user. First, it was the home screen and now it will be the lock screen.
Privacy Enhancements and Attribution Challenges
The biggest change that Apple has brought has been to its privacy-related features. Previously, they shook the MMP industry with their App Tracking Transparency feature that they introduced with iOS 14.5.
Things have been shifting in the mobile industry toward being more privacy-centric so third-party data is being more restricted by the day. The evolution of privacy has hindered the efficiency of advertising. The absence of device identifiers is bound to make the life of marketers even more difficult.
Apptrove lets ad networks & advertisers measure performance while still preserving their customers’ privacy.
Apple Pay Later: Driving Conversions and Revenue
Global buy now, pay later (BNPL) transactions are predicted to increase by over 450 billion USD between 2021 and 2026. This has accelerated the alternative payment method which now has increased by almost 400 percent since 2021.
This demonstrates that pay later options are becoming more and more popular these days. Now Apple Pay has also made it possible for its users to make purchases over four equal installments over a six-week period with zero interest and fees.
Apple now has entered the BNPL ecosystem which has exploded their market. They are now planning to enter the market for lower and middle-class incomes in the BNPL market to expand their potential customer base.
Marketers can make the most of this feature as integrating it into their strategy can bring up their average ticket size and boost conversions.
Ad Breaks in SharePlay: Engaging Users Together
Apple is also trying to ensure a more consistent viewing experience for its SharePlay users. Even ad breaks while watching streams will be coordinated through stitched-in ads and HTTP Live Streaming (HLS) interstitials.
Brands planning iOS 16 marketing campaigns can incorporate SharePlay placements as part of deeper, shared content experiences.
Live Text: Interactive Multimedia Engagement
With this update, Apple has made it possible for its users to interact with the texts on images and videos. This has made interaction on multimedia better and marketers can of course use this functionality to increase the interaction with their userbase.
If you are a developer you can exploit the Live Text API feature to easily harness the Live Text features.
There’s more to come! Keep reading Apptrove’s blog and we will keep updating you with updates in the industry and what they will mean for you. If you are worried about how the recent changes in iOS 16 will impact your business, you can contact us to know how Apptrove can help you make the most of iOS 16 marketing.
The Road Ahead With iOS 16 Marketing
As Apple continues to shape a mobile environment with a privacy-first approach, the opportunities for marketers include being an early adopter; measuring effectiveness; and developing user-centered engagement pathways. Lock Screen widgets, Apple Pay Later, Live Text, and SharePlay create opportunities for interaction and revenue, while privacy-first rules ensure long-term compliance.
To empower app marketers to create and execute successful growth campaigns on the iOS ecosystem, Apptrove develops privacy-secure attribution and deep linking technologies. You can contact Apptrove to assist in understanding iOS 16 marketing and the next advertising strategy you wish to develop.
Frequently Asked Questions (FAQs)
1. What is iOS 16 marketing?
iOS 16 marketing refers to advertising, engagement, and user acquisition strategies optimized for Apple’s redesigned interface and privacy-first environment.
2. Does iOS 16 impact user acquisition cost?
User acquisition costs can shift due to limited device-level tracking and more reliance on modeled attribution and smarter targeting.
3. How can marketers measure campaigns effectively?
Apptrove offers SKAdNetwork integration, deep linking, and event-based modeling for privacy-safe performance measurement.
