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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June 06
Major Apple App Store Algorithm Update
Between June 6-8, AppTweak detected a significant global algorithm shift, with the US, UK, and South Africa most affected. Many apps saw sharp ranking drops on competitor and loosely related keywords. While the exact changes remain speculative, some theories suggest screenshots may now be indexed, brand names only partially indexed, and AI possibly integrated into the algorithm.
June 01
Apple’s App Store Transparency Report
In late May, Apple released its latest App Store Transparency Report, offering valuable insights for App Store watchers and ASO professionals alike. Though just two pages long, the report provided a clear snapshot of how the App Store evolved over the course of 2024. Below are some key takeaways:
- 1,961,596 apps were available on the App Store by the end of 2024, marking a +4.9% year-over-year increase.
- The store saw an average of 839 million downloads per week (+6.5% YoY), alongside a staggering 1.9 billion redownloads weekly.
- 169,235 apps appeared in the Top 10 search results for at least 1,000 keywords each week, while 1.38 million apps reached a Top 10 position at some point during the year.
- On average, 440.9 million customer accounts used App Store search each week.
You can read the full report here.
June 09
Apple WWDC 2025: App Store Updates
Following WWDC25, Apple unveiled several upcoming enhancements to the App Store experience. Among the highlights:
- Custom Product Pages will soon be able to surface organically for specific keywords. When a user searches using one of these terms and the app appears in results, the relevant custom page may be displayed.
- A new system of AI-powered App Store tags will be introduced. These tags, automatically generated based on an app’s metadata, will help users discover apps with similar features or use cases. Developers will have the option to remove these tags, but they won’t be able to add new ones. Tapping a tag will lead users to a curated space showcasing apps with related characteristics.
Phiture prepared a full overview of relevant updates from WWDC25 here.
Additionally, you can watch a rundown on Apple’s developer website.
June 17
Google to remove Instant Apps
Following a quiet notice spotted in Android Studio, Google has confirmed it will discontinue Android Instant Apps by December 2025. Launched in 2017, Instant Apps allowed users to run apps via a lightweight module (under 15 MB) without installing them fully. Although initially promising (saving storage, speeding access, and reducing data us) it never gained traction.
Source: techloy
Interesting Reads/Listens/Watches
Mastering Google Play Custom Store Listings in 2025 | Phiture
What are the top Google Play ranking factors? | AppTweak
How to Read App Ranking Analytics and Find Growth Gaps | AppFollow
ASO With Phiture’s Experts
The latest App Store Transparency Report reveals a striking insight: weekly redownloads average now outpace new downloads by more than 2 to 1. For ASO practitioners and mobile marketers, this underscores the increasing importance of retention and re-engagement strategies. It’s no longer just about acquiring new users—it’s about bringing existing ones back. Tactics like in-app events targeting specific audience, retargeting paid campaigns, and competitor keyword bidding in Apple Search Ads are now more crucial than ever. That “new” download showing up in your competitor’s metrics? It might have been your churned user coming back through their funnel.
— Talha Mumtaz, Growth Manager
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