Apple's iOS 11 is coming soon entailing dramatic changes to the App Store look & feel, as well "under the hood" meta changes which will likely effect the discoverability and user behavior. This deck summarizes the main changes we know of.

1. iOS 11
The Reinvented App Store

2. App Store New TabsToda
y Games
Apps
Updates
Search

3. Title and Subtitle
➢ The app title has been shortened from 50 to 30 characters.
➢ The title, when displayed in search, shows only 18-21 characters.
➢ The new subtitle, which appears under the title, is 30 characters.
➢ The subtitle, when displayed in search, shows only 25 characters.
➢ If there is no subtitle, the app’s secondary category will be shown
instead.

4. The Search Results New Design
If there are more than two screenshots,
three will be displayed on search
If the screenshot or video is horizontal,
only the first one will be displayed.
Videos will auto-play on mute.

5. Top PaidTop Free Are Hidden, Top Grossing Is Gone
Games AppsThe top lists now only appear when scrolling down in
the GamesApps tabs

6. The GET Button Converts More
➢ The GET button is now located in the center of the screen.
➢ When the user starts scrolling down the GET button (and the app icon) follows in the top bar - making it easier
to install.

7. New Promo Text and Changing the Description
➢ Promo text is a new field of 170 characters which can be updated
constantly, without a version update.
➢ It is right under the screenshots and above the full description.
➢ In order to read the full description, you have to tap “more”.
➢ The description is immutable between new app versions.
➢ The description should allow users to know what types of access
(e.g., location, contacts, calendar, etc.) are requested by the app, and
what aspects of the app will not work if the user does not grant
permission.

8. The Review Gets Bigger
➢ The app’s rating is presented under the icon, together with the app ranking within the top categoryoverall.
➢ The rating won’t get deleted with each new version from now on and it can be reset manually if needed.
➢ When scrolling the app’s page, if the app is installed already, there is a new “Tap to Rate” layer & open reviews.

9. More Search Ads
Search ads are now placed beyond the first result.

10. Endless Apps – Developers Cross-Promotion and Competition
➢ When scrolling all the way down in the app page, there is a new section showing more apps by the developer.
➢ Under the new developer section, there is another new “you may also like” section with similar apps.

11. Videos Are Getting Real Attention
➢ From now on, you can add up to three promo videos to the store and localize them.
➢ When scrolling the search results or entering an app’s page, the video is muted and auto-plays.
➢ The video can be vertical or horizontal, and it gets much more attention when scrolling in the search results.

12. Videos Are Getting Real Attention

13. And Many More Design Changes
➢ When searching, the auto-complete shows 7 results (previously 10) in a much bigger font.
➢ When users enter an app page that is already installed, the first field will be What’s New in the last version.
➢ In the new Updates tab you can now see the first two lines of text for each update.

14. In-App Purchases and Subscriptions
➢ Now each app can have up to 20 in-app purchases/subscriptions.
➢ There should be an option to make in-app purchases from the page itself (not yet released in the iOS 11 Beta).
➢ The name of the in-app purchase packages will also get indexed and will be searchable.

15. Additional updates
➢ Data Use and Sharing: Developers may not attempt, facilitate, or encourage others to identify users or
reconstruct user profiles based on data that has been collected in an "anonymized", "aggregated", or otherwise
non-identifiable way;
➢ In-App Purchase: Apps may use in-app purchase currencies to enable customers to 'tip' digital content
providers in the app;
➢ App Store Reviews: Custom review prompts are not allowed. Developers should use the provided API to
prompt users to review their app; this functionality allows customers to provide an App Store rating and review
without the inconvenience of leaving the app.

16. Additional updates
➢ Subscriptions: Developers who offer an auto-renewing subscription must provide ongoing value to the
customer, and the subscription period must have a duration of at least seven days and be available across all of
the user’s devices
➢ Software Requirements: Apps must run on the most current OS. Developers should keep their apps up-to-date
and ensure that they phase out any deprecated features, frameworks or technologies that will no longer be
supported in all future versions of an OS.
➢ Binary Options: Apps that facilitate binary options trading are not permitted on the App Store moving forward.

17. Thank you
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