App Store Changes after iOS 18.4

Things move fast!

Here’s more on the iOS 14 updates.

With iOS 18.4, the App Store announced some big changes, from app tags & natural language search to review summaries.

But something else is changing on Apple Search Ads.
Until now, optimising Search Tab was limited to bids and audience refinements. That’s changing.

📢 Custom Product Pages are now available for Search Tab ads!

We’ll be able to direct users to custom landing pages instead of the default ad.

Great use case: re-engaging past users with tailored messaging, highlighting latest in-app events, features, offers & updates.

The goals?
– Higher Conversion Rate
– Lower CPIs
– Improved overall performance for this placement

The App Store is evolving, and this could reshape how we approach iOS growth strategies.