{"id":14529,"date":"2022-11-03T08:31:26","date_gmt":"2022-11-03T08:31:26","guid":{"rendered":"https:\/\/customlytics.com\/all-you-need-to-know-about-apples-latest-app-store-advertising-antics\/"},"modified":"2023-04-27T10:28:32","modified_gmt":"2023-04-27T10:28:32","slug":"apples-ad-antics","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/apples-ad-antics\/","title":{"rendered":"All you need to know about Apple\u2019s latest App Store advertising antics"},"content":{"rendered":"\n

Author: <\/strong>Steffen Meyer, Mobile Marketing Content Specialist<\/h3>\n\n
<\/div>\n\n

Apple currently makes quite some headlines, caused by changes to the advertising business inside their App Store: With its new measures, it angered Meta (formerly Facebook) and app publishers alike.\u00a0\u00a0<\/p>\n\n

So what happened?\u00a0<\/p>\n\n

Let\u2019s have a look and find out what it means for app marketing:<\/p>\n\n

<\/div>\n\n

Apple takes a piece of other\u2019s post boosting cake \u2026<\/h2>\n\n

Apple\u2019s new guidelines<\/span><\/a> for its App Store sparked the most discussion in the app marketing world. One cornerstone, next to the handling of NFTs<\/span><\/a>, is this paragraph:<\/p>\n\n

\u201cDigital purchases for content that is experienced or consumed in an app, including buying advertisements to display in the same app (such as sales of \u201cboosts\u201d for posts in a social media app) must use in-app purchase.\u201d<\/em><\/p>\n\n

This means, when users of apps like TikTok, Meta or eBay want to boost their posts with money, their transaction has to be made via the App Store\u2019s own payment system. Most app marketers will know the consequence: Apple\u2019s commission fee of 30% per purchase applies.<\/p>\n\n

Whenever users make a transaction for digital products inside their mobile ecosystem,\u00a0 Apple and other stores like Google charge a fee from publishers. There are already many legal conflicts around the world concerning this practice<\/span><\/a>, opponents claiming Apple and Google abuse their huge market share and violate antitrust regulations. With the recent move, Apple added some more fuel to the flames<\/span><\/a>.<\/p>\n\n

Meta feels especially provoked and critizes Apple for \u201cundercutting others in the digital world\u201d<\/span><\/a>. Until now, Meta\u2019s Facebook and Instagram apps use their own payment systems to handle transaction for boosts inside their apps. TikTok and Twitter already use Apple\u2019s in-app purchases.<\/p>\n\n

According to some experts<\/span><\/a>, the new rules won\u2019t affect Meta\u2019s revenue that much because only post happen inside apps are prone to the new rule. Ad campaigns inside Meta\u2019s Ad Manager \u2013 where most of marketers set up and control their campaigns \u2013 is of course free of Apple\u2019s grip.However, the new rule may affect smaller social media networks as well as small businesses and users that like to boost their postings on mobile. Now, the latter don\u2019t only have to pay Meta for advertising but also Apple for its commission fee. Industry analyst Eric Seufert concludes <\/a>that in the end \u201eApple is reducing the effectiveness of advertising spend for small businesses and influencers\u201d.<\/p>\n\n

<\/div>\n\n

\u2026 and enhances their own advertising business<\/h2>\n\n

At the same time, Apple adds new placements options for ads in their app store<\/span><\/a>. Now, app publishers can promote their products on the today tab, the search tab, the search results and even on the product pages of other apps.The latest option caused quite an uproar, with developers complaining about quite unrelated apps being advertised on their product pages<\/span><\/a>, among them adult video chat and gambling apps:<\/p>\n\n

\r\n

These App Store ads are something\u2026

Reading? You might also like: Adult Video Chat
In Therapy for Addictions? You might also like: Gambling
Streaming Disney? You might also like: California Psychics
Improving your Marriage? You might also like: Hinge Dating pic.twitter.com\/lMlgHT0AgK<\/a><\/p>— Basic Apple Guy (@BasicAppleGuy) October 26, 2022<\/a><\/blockquote>