# ASO Monthly #34 February 2019: Editorial Stories on Google Play, Subscription Update on iOS, & More

- Link: https://phiture.com/asostack/aso-monthly-34-february-2019-editorial-stories-on-google-play-subscription-update-on-ios-more-726abd12ad38/
- Published: 2019-03-04T11:28:31+01:00
- Author: Binh Dang

_In the_[_ ASO Monthly-series_](https://phiture.com/asostack/)_ by_[_ ASO Consultancy_](https://phiture.com/)_
Phiture, we reflect on the previous month and shed light on trends in app store 
optimization, algorithm changes, insights on conversion rate optimization and tool
updates. This update was prepared by Binh Dang, ASO Consultant at Phiture._

[_Subscribe_](https://mobilegrowthstack.us16.list-manage.com/subscribe?u=4d2da17c757d7c515b6d50d6a&id=2e141c3528)_
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### ⌊ASO Monthly #34 February 2019- Editorial Stories on Google Play, Subscription Update on iOS, & More⌉⌊ASO Monthly #34 February 2019- Editorial Stories on Google Play, Subscription Update on iOS, & More⌉

### **Update on the Advanced ASO Conference**

We’re pleased to announce the official venue of the first-ever Advanced App Store
Optimization conference:

**_Holzmarkt 25 Säälchen_**_, Holzmarktstraße 25, 10243 Berlin, Germany_

![holzmarktstrasse berlin](https://phiture.com/wp-content/uploads/2019/03/holzmarktstrasse-
berlin-min.png)

Don’t miss the opportunity to join in-depth ASO discussions and hear about the latest
trends in the field — get your ticket[ here](https://asoconference.com/berlin/)!

### **February 4 — New Black Hat technique, this time combining icon and ratings**

First reported in Lukas Stefanko’s[ tweet](https://twitter.com/LukasStefanko/status/1092356795211935744?s=19)
and shared in the[ ASO Stack Slack](https://phiture.com/asostack/aso-stack-slack-group-3757fc2aff0f/)
by member Thomas Petit, a new[ Black Hat ASO](https://phiture.com/asostack/black-hat-aso-where-to-draw-the-line-eef10df05d0a/)
practice seems to have emerged on Google Play. As seen in the example below, an 
Android developer released an app with a 1-star average rating, but the icon actually
displays 4.5 stars. This is a move to make users believe that the app receives higher
ratings than it actually does. What’s more, according to Lukas, these users are 
tricked into activating a 3-day trial and, if they forget to cancel it afterwards,
they have to pay €49.99/week.

⌊PF photo filters⌉⌊PF photo filters⌉

_1-star app with 4.5-stars in the icon (via[ Lukas Stefank](https://twitter.com/LukasStefanko/status/1092356795211935744?s=19))_

While the app has been removed from the Play Store, it leaves several after-thoughts
for us ASO practitioners. For one, the combination of an inaccurate icon, ratings
and reviews shows that Black Hat-ers are getting smarter and won’t give up the efforts
in spoiling the industry. Additionally, according to Lukas, several developers have
been using ASO, along with app growth in general, to grow apps that serve illegitimate
purposes like money laundering. This means that we, as members of the community,
also need to take responsibility in keeping it safe from both Black Hat and unjust
use.

### **February 6 — Many popular iOS apps are secretly recording users’ screens without permission**

According to[ TechCrunch](https://techcrunch.com/2019/02/06/iphone-session-replay-screenshots/),
numerous iOS apps like Air Canada, Hollister and Expedia have been recording users’
iPhone screens without asking for their permission. By using the “session replays”
technologies of customer experience analytics providers such as Glassbox, developers
of these apps could record or screenshot and then see the footage of users’ in-app
actions without their consent.

The consequences of such secretive user stalking practices wouldn’t stop at UX. 
One of these “session replays” users, Air Canada, failed to properly mask sensitive
information during screen recordings. This makes users’ private data such as credit
card details and passwords visible to anybody who has access to the recorded footage.
While it’s unknown when Air Canada started using “session replays,” the company 
is known to be facing a major mobile app[ data breach](https://techcrunch.com/2018/08/29/air-canada-confirms-mobile-app-data-breach/)
a few months ago where 20,000 profiles were exposed. One can’t help but think by“
exposed” it actually means “recorded” and “replayed”.

⌊new credit card - sensitive data⌉⌊new credit card - sensitive data⌉

_Sensitive data is not always masked by the “session replays” technology (via[ TechCrunch](https://techcrunch.com/2019/02/06/iphone-session-replay-screenshots/))._

While understanding user interactions in your apps often helps in ASO, it’s not 
worth trading user intelligence for the consequences of privacy invasion.

### **February 6 — Google is promoting editorial stories following Apple’s footsteps**

According to[ 9to5Google](https://9to5google.com/2019/02/06/google-play-store-stories-notifications/),
some users have recently started to see more apps featured on Google Play under 
the form of curated content, on top of the existing[ Editor’s Choice](https://9to5google.com/2017/06/13/google-play-store-editors-choice-android-excellence/)
and[ Android Excellence](https://9to5google.com/2018/07/03/google-play-android-excellence-q3-2018/)
lists. Much like the Stories on the App Store, an app featuring with editorial content
on the Play Store also includes a headline, a description, and a feature banner.

⌊adobe photoshop express⌉⌊adobe photoshop express⌉

_More editorial app featuring on Google Play (via[ 9to5Google](https://9to5google.com/2019/02/06/google-play-store-stories-notifications/))._

This move by Google hints at a potential shift in Google Play’s attention, from 
app quality and performance to storytelling, and could lead to major adjustments
in ASO strategies to get featured on Google Play. In addition, as Stories appear
in Search results on Apple Store, we should also be on the lookout for a similar
change on the Play Store.

### **February 6 —Experiment shows reducing APK size doesn’t always lead to CVR uplift**

A recent experiment conducted with[ Fitify](https://play.google.com/store/apps/details?id=com.fitifyworkouts.bodyweight.workoutapp&hl=en)
has shown that shrinking APK sizes can have a[ negative correlation](https://medium.com/@martinmazanec/shrinked-app-size-by-42mb-was-it-worth-it-ac34f76b14c7)
with the app’s conversion rates on Google Play. In the experiment, Fitify’s size
was reduced by 42MB, which, according to[ Google’s calculations](https://medium.com/googleplaydev/shrinking-apks-growing-installs-5d3fcba23ce2),
would have resulted in a 7% uplift in CVR theoretically. The actual result, however,
was a 0.38% drop in CVR, rejecting Google’s theory.

⌊The negative CVR uplift from resizing the APK ⌉⌊The negative CVR uplift from resizing
the APK ⌉

_The negative CVR uplift from resizing the APK (via[ Martin Mazanec](https://medium.com/@martinmazanec/shrinked-app-size-by-42mb-was-it-worth-it-ac34f76b14c7))._

While it might be true that shrinking the APK isn’t meant for all apps, it’s important
to note that the case of Fitify involved reducing[ the app’s content quality](https://medium.com/@martinmazanec/shrinked-app-size-by-42mb-was-it-worth-it-ac34f76b14c7)
instead of shrinking the code. This means the impacted CVR could have been caused
by other factors such as poor reviews from unhappy users. In addition, sacrificing
the quality of an app in favor of its size could also cause keyword ranking penalties
from low retention rates, as well as a lower success rate to get featured. It’d 
be best to test reducing the APK size by[ shrinking the codes](https://android-developers.googleblog.com/2018/11/r8-new-code-shrinker-from-google-is.html)
alone.

### **February 12 — New “Tap and hold” gesture appears on Google Play, replacing the overflow button**

9to5google[ reports](https://9to5google.com/2019/02/12/google-play-store-tap-and-hold/)
that a new “Tap and hold” gesture is seen widely today, allowing users to install
apps directly in search results.

⌊google play tap and hold to see option⌉⌊google play tap and hold to see option⌉⌊
mini metro⌉⌊mini metro⌉

_“Tap & hold” (left) to install (right) (via[ 9to5google](https://9to5google.com/2019/02/12/google-play-store-tap-and-hold/))._

When users tap & hold on an app icon, a window will open at the bottom that contains
the install button along with a “not interested” option. Users no longer need to
locate and tap on the tiny triple dot button to install apps directly on the search
results page. While this seems like a minor change, this improvement in accessibility
could mean potential future changes in the way ASO metrics like Installs and CVR
are reported and understood.

### **February 13 — Apple fails to control porn & gambling “Enterprise” apps in China**

According to[ TechCrunch](https://techcrunch.com/2019/02/12/apple-porn-gambling-apps/),
several “hardcore pornography” and “real-money gambling” apps released in China 
are found to be members of the[ Apple Developer Enterprise program](https://developer.apple.com/programs/enterprise/how-it-works/).
This reflects Apple’s neglected responsibility in overseeing their Enterprise program,
which is meant for developers who wish to release apps in-house and not to the public,
let alone the prohibited porn and gambling content.

⌊the number of violating apps ⌉⌊the number of violating apps ⌉

_The number of violating apps is enough to fill a whole iPhone screen (via[ TechCrunch](https://techcrunch.com/2019/02/12/apple-porn-gambling-apps/))._

This revelation is part of what seems to be the same[ investigation](https://techcrunch.com/2019/01/29/facebook-project-atlas/)
TechCrunch did to expose[ Facebook’s](https://techcrunch.com/2019/01/29/facebook-project-atlas/)
and[ Google’s](https://techcrunch.com/2019/01/30/googles-also-peddling-a-data-collector-through-apples-back-door/)
violation of Apple’s Enterprise Certificate system. While it’s hard to say what 
other malicious apps will be exposed in the program, it’s obvious that Apple needs
to step up their security measures to keep the App Store a safe platform.

### **February 13 — New iOS update makes it easier to navigate subscriptions management**

In another news from[ TechCrunch](https://techcrunch.com/2019/02/13/apples-ios-update-makes-it-easier-to-get-to-your-subscriptions/?utm_medium=TCnewsletter),
Apple’s newest iOS update (iOS 12.1.4 and 12.2 beta) brings the “Manage Subscriptions”
button closer to the beginning of the user journey. Accordingly, the button can 
now be seen right on the main “User Profile” page on the App Store, instead of “
buried deep” in the settings options.

⌊manage subscriptions⌉⌊manage subscriptions⌉

_“Manage subscriptions” is now one of the first things users see in their profiles(
via Federico Viticci’s [twitter](https://twitter.com/viticci/status/1095681504276082689/photo/1))._

Albeit a minor change in navigation, this update allows users to monitor — and cancel—
subscriptions without much effort. This could both motivate more users to download
and spend in apps with a subscription revenue model and prevent fraudsters from 
luring users into poorly-informed subscriptions that they don’t know how to cancel.

In addition, Apple later [announced](https://developer.apple.com/news/?id=02222019a)
that they will allow apps with auto-renewable subscriptions to “provide a discounted
price for existing or previously subscribed customers.” This adds even more empowerment
to subscription-based apps and will soon influence the dynamics of the App Store
where about[ 88% of apps are free](https://www.statista.com/statistics/263797/number-of-applications-for-mobile-phones/).

### **February 20 — Apple to make cross-platform app development a reality in 2021**

According to Bloomberg, Apple is working on an[ initiative](https://www.bloomberg.com/news/articles/2019-02-20/apple-is-said-to-target-combining-iphone-ipad-mac-apps-by-2021?srnd=technology-vp)
code-named “Marzipan” that aims to allow developers to build in one go an app that
would operate on the iPhone, iPad, and Mac computers. This is believed to increase“
the utility of the company’s gadgets,” by improving cross-platform and cross-device
accessibility of apps. These apps, dubbed “single binary”, will be made with Apple’s
upcoming development kit and are likely to cause major changes in app distribution
and marketing.

### **February 20 — Samsung announces its Android foldable phone “Galaxy Fold”**

According to[ The Verge](https://www.theverge.com/2019/2/20/18231249/samsung-galaxy-fold-folding-phone-features-screen-photos-size-announcement),
Samsung has finally announced the long-awaited foldable smartphone under the name“
Galaxy Fold.” It’s expected to come in stores on April 26th with the retail price
starting from $1,980. One of the main features of a foldable device, according to
Google’s[ announcements](https://android-developers.googleblog.com/2018/11/unfolding-right-now-at-androiddevsummit.html),
is the “screen continuity,” which could significantly enlarge on-screen content,
including the Play Store.

⌊samsung galaxy fold⌉⌊samsung galaxy fold⌉

_Samsung Galaxy Fold (via[ AndroidCentral](https://www.androidcentral.com/samsung-galaxy-fold))_

It will be interesting to see how this could impact ASO-driving assets, such as 
larger texts and creative assets on Google Play on a foldable device.

Just days after Samsung released its first foldable phone, the Galaxy Fold, major
competitors Apple and Huawei also announce their own to come soon. For Huawei, their
foldable “[Mate X](https://www.forbes.com/sites/bensin/2019/02/24/first-look-at-huaweis-foldable-5g-phone-the-mate-x/#7c18381a475f)”
is said to come to store some time around mid-2019 at a starting price of €2,299.
Apple, on the other hand, only show their plan to create a foldable iPhone in their
recently revealed [patents](http://appft.uspto.gov/netacgi/nph-Parser?Sect1=PTO1&Sect2=HITOFF&d=PG01&p=1&u=%2Fnetahtml%2FPTO%2Fsrchnum.html&r=1&f=G&l=50&s1=%2220190069451%22.PGNR.&OS=DN/20190069451&RS=DN/20190069451).

⌊huawei's mate X and iphone X Fold⌉⌊huawei's mate X and iphone X Fold⌉

_Huawei’s Mate X and what an iPhone X Fold [could look like](https://www.forbes.com/sites/gordonkelly/2019/02/24/apple-iphone-fold-xs-max-xr-upgrade-new-iphone/amp/)(
Source: [Forbes](https://www.forbes.com/sites/gordonkelly/2019/02/24/apple-iphone-fold-xs-max-xr-upgrade-new-iphone/amp/))_

### **February 21 — Bidalgo becomes Apple Search Ads partner**

Ad automation platform Bidalgo[ announces](https://bidalgo.com/blog/apple-search-ads-partner-bidalgo/)
that it’s become the latest[ Campaign Management partner](https://searchads.apple.com/partners/#campaign-management)
of Apple Search Ads. Boasting the ability to grow app revenue by 10x on average,
Bidalgo proves to make it even more efficient for Search Ads users to optimize paid
UA strategies.

### ⌊bidalgo search ads partner⌉⌊bidalgo search ads partner⌉

### **February 26 — Multiple virtual phone number apps are found to be manipulating the App Store**

TechCrunch[ reports](https://techcrunch.com/2019/02/26/virtual-phone-number-apps-are-gaming-the-app-store-with-duplicates/)
that several iOS virtual phone number apps have been “gaming” the Store by spamming
it with their duplicates or clones. Developers such as TextMe, BinaryPattern, and
Appsverse have been named among those employing this tactic. What’s more, their 
apps are said to come with great ASO strategies, making each clone an effective 
multiplier of any ASO hack they are using. Once again, Apple’s oversight of their
guidelines is under fire and the much-needed adjustments must be implemented soon.

### **Upcoming events in March**

[Pro Mobile Conference](https://10times.com/pro-mobile-conference-england?utm_source=phiture_conf_list)

[MobileTech Conference & Summit 2019](https://mobiletechcon.de/program/?utm_source=phiture_conf_list)

More Mobile Growth events can be found in our list[ **here**](https://mobilegrowthstack.com/mobile-conferences-and-events-list-2019-87b192f98eac)!

### **Tool Updates**

#### 󠀁[**Global ASO Visibility + Installs per Acquisition Channel & More**](https://thetool.io/2019/february-update)󠁿

#### 󠀁[At TheTool we are always working to deliver useful and unique features to help marketers and developers get the most…](https://thetool.io/2019/february-update)󠁿

#### 󠀁[thetool.io](https://thetool.io/2019/february-update)󠁿

#### 󠀁[**ASO Timeline – See other apps’ metadata updates – ASO Blog**](https://www.apptweak.com/aso-blog/aso-timeline-see-other-apps-metadata-updates)󠁿

#### 󠀁[Get more insights into your competitor’s ASO strategy with AppTweak’s new timeline. See when and how competing apps…](https://www.apptweak.com/aso-blog/aso-timeline-see-other-apps-metadata-updates)󠁿

#### 󠀁[www.apptweak.com](https://www.apptweak.com/aso-blog/aso-timeline-see-other-apps-metadata-updates)󠁿

#### 󠀁[**Discover the number of app installs per keyword – ASO Blog**](https://www.apptweak.com/aso-blog/discover-the-number-of-app-installs-per-keyword)󠁿

#### 󠀁[Check the n° of downloads a keyword drives to your app and any other app in the App and Play Store. Find out your &…](https://www.apptweak.com/aso-blog/discover-the-number-of-app-installs-per-keyword)󠁿

#### 󠀁[www.apptweak.com](https://www.apptweak.com/aso-blog/discover-the-number-of-app-installs-per-keyword)󠁿

#### 󠀁[**🔥🔥🔥 ASOdesk New Plans 🔥🔥🔥**](https://asodesk.com/blog/?p=871)󠁿

#### 󠀁[From 4 February 2019, the number of keywords on all ASOdesk plans has doubled at the same prices: Startup Plan – 200…](https://asodesk.com/blog/?p=871)󠁿

#### 󠀁[asodesk.com](https://asodesk.com/blog/?p=871)󠁿

#### **Interesting Reads**

#### 󠀁[**Multi-Channel Traffic Impact on Play Store Conversion**](https://asostack.com/multi-channel-traffic-impact-on-play-store-conversion-41f7e7a07f22)󠁿

#### 󠀁[One of Google Play Store Listing Experiments main flaw is the inability to segment users: it’s critical to understand…](https://asostack.com/multi-channel-traffic-impact-on-play-store-conversion-41f7e7a07f22)󠁿

#### 󠀁[asostack.com](https://asostack.com/multi-channel-traffic-impact-on-play-store-conversion-41f7e7a07f22)󠁿

#### 󠀁[**How to Create the Best Mobile Game App Preview Videos**](https://www.apptamin.com/blog/mobile-game-app-preview-videos/)󠁿

#### 󠀁[We’ve been writing quite extensively about App Preview guidelines and best practices. A LOT of games have a video on…](https://www.apptamin.com/blog/mobile-game-app-preview-videos/)󠁿

#### 󠀁[www.apptamin.com](https://www.apptamin.com/blog/mobile-game-app-preview-videos/)󠁿

#### 󠀁[**Hidden App Store: 5 Tips to Boost Your Organic Installs | Incipia**](https://incipia.co/post/guest-posts/hidden-app-store-5-tips-to-boost-your-organic-installs/)󠁿

#### 󠀁[This guest post is written by Liza Knotko. Liza is a Сontent Marketing Manager at SplitMetrics , an A/B testing…](https://incipia.co/post/guest-posts/hidden-app-store-5-tips-to-boost-your-organic-installs/)󠁿

#### 󠀁[incipia.co](https://incipia.co/post/guest-posts/hidden-app-store-5-tips-to-boost-your-organic-installs/)󠁿

#### 󠀁[**5 Metrics to Measure your Apple Search Ads performance**](https://splitmetrics.com/blog/apple-search-ads-metrics/)󠁿

#### 󠀁[Cost-per-tap is an Apple Search Ads advertising model where you pay for every tap on your banner. The trick about CPT…](https://splitmetrics.com/blog/apple-search-ads-metrics/)󠁿

#### 󠀁[splitmetrics.com](https://splitmetrics.com/blog/apple-search-ads-metrics/)󠁿

#### 󠀁[**Apple Search Ads Creative Set Testing for ASO in the Wild | Incipia**](https://incipia.co/post/app-marketing/creative-set-testing/)󠁿

#### 󠀁[One of the best new methods for alternative A/B testing in ASO is to leverage your Apple Search Ads campaigns for…](https://incipia.co/post/app-marketing/creative-set-testing/)󠁿

#### 󠀁[incipia.co](https://incipia.co/post/app-marketing/creative-set-testing/)󠁿

#### **Thanks, that’s it from us for February!**

**If you like the ASO Monthly series, please click the **👏 **button. **Also, make
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