Welcome to this month’s edition of ASO Monthly — your go-to update for the most impactful developments in App Store Optimization. Each month, we cover algorithm changes, emerging trends, conversion rate optimization insights, tool updates, and everything that matters in the world of app stores.
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February 02
In-App Events UI Gets an Update
First spotted by Phiture consultants in November 2024, Apple has updated the UI for in-app events, removing the CTA button for new users. This gradual rollout is currently live in major markets, including the U.S., U.K., Spain, and Germany.
February 04
Apple Debuts New “Invites” App
Apple has launched “Invites,” an event planning app that lets users create personalized invites with RSVP functionality, shared photo albums, and Apple Music playlist integration. Available on the App Store and at icloud.com/invites, anyone can RSVP regardless of device. However, only iCloud+ subscribers on iOS 18+ can create invites. An iPad version is not yet available.
February 05
Google Play Tests New UI, Then Reverts
In January, Google began testing a Play Store listing redesign, shifting visual focus to app titles and introducing auto-playing videos in headers. Throughout February, the platform intermittently reverted to the old format — indicating this is still in test phase with no confirmed rollout.
February 17
Google Experiments With Easier Access to Collections
Google is trialing a shortcut feature on Android home screens, allowing users to long-press and jump straight into curated app Collections. The feature aims to streamline discovery and elevate UX. (Source: Android Police)
February 18
Apple Removes Apps Without Trader Status in the EU
To comply with the Digital Services Act, Apple has begun delisting apps from the EU App Store that lack verified trader status. Developers — specifically Account Holders or Admins — must verify their trader information in App Store Connect to regain visibility in the EU region.
Interesting Reads/Listens/Watches
SEO for apps: How to drive organic traffic beyond the app stores | AppTweak
The 2025 App Marketing Outlook Report | AppsFlyer
Boosting App Downloads with Reputation Management | AppFollow
Tool Updates
AppRadar has redesigned its AI-Driven Keyword Research tool
ASO With Phiture’s Experts
A culture of experimentation is what sets leading apps like Duolingo and Uber Eats apart. By testing ideas early and often, product teams can unlock deep insights, improve retention, and boost acquisition. At Phiture, we’ve taken this one step further with PressPlay — our automated experimentation tool that simplifies app store testing and helps brands scale faster.
If you’re looking to enhance your app store presence, our team is here to help. Reach out for a tailored strategy that meets your growth goals.
— Talha Mumtaz, Growth Manager
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