Apple has changed its restrictions on downloads over cellular data for the upcoming iOS 13. While it previously increased the limit from 150 MB to 200 MB, Apple has now lifted the restriction altogether. With this change, users will be able to download apps from the App Store regardless of size, even when they’re not connected to a WiFi network.
This update is more than simply removing the limit. Users now have more control over whether or not they download large apps over mobile networks.
If a user is on a mobile network and wants to download a large sized app, they’ll receive a prompt warning them about the size of the app. The user can then choose whether to continue the download or wait until they have a WiFi connection, in case their connection is weak or they’re at risk of running through their data plan.
Users are also given the option of continuing the download when they return to a WiFi connection.
Additionally, users can customize this behavior within the Settings menu, under “App Downloads.” Users can select if they want to always download apps over wireless connections, if they want to be asked before downloading apps over 200 MB, or if they always want to be asked. Regardless of user selection, the App Store will always ask first before downloading when the user is roaming.
What This Means for Apps
While this change will not impact how apps are discovered or marketed, it can potentially help larger apps get downloads. There are times when users hear about an app and quickly open the App Store to find it. If they can’t download it then, due to the app’s size or their connection, they may be less likely to remember and download it later. Removing the download limit could help mitigate those instances.
Providing the option to pause the download until the device is connected to WiFi can also help in this regard. Even if users can’t continue to download and open the app on cellular data, the device will still remember the purchase and continue the installation as soon as it has a solid connection. This can help apps retain downloads they may have otherwise lost due to connectivity.
While this change will not require any action on the developer side, app developers should still ensure their apps are fully optimized and discoverable within the App Store. If users are in need of an app while out and about, they’ll want something they can find fast with full assurance that it provides the features they’re looking for. An app utilizing App Store Optimization best practices can improve its keyword rankings and visibility within the App Store, so users will be able to find it quickly and see it’s what they’re looking for.
If a user finds an app and is unable to download it, due to the app’s size and their cellular data, they’ll simply move on to the next one. Following this change, that concern has been reduced, and even large apps can gain new downloads from roaming users.
Want more information regarding App Store Optimization? Contact Gummicube and we’ll help get your strategy started.