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Apple Extends Update Deadlines

April 2nd, 2020

Apple Extends Update Deadlines
Anh Nguyen

by Anh Nguyen

COO & Co-Founder at Gummicube, Inc

App Store Optimization requires consistently updating an app for both app performance and keyword indexation. Oftentimes, it is necessary to update an app to comply with new store guidelines. Apple recently announced a number of changes to the App Store Guidelines, although recently provided an extension to the deadline for updates. This gives developers extra time to ensure their apps are compliant and optimized.

Deadline Extension

According to Apple’s announcement, the company is pushing back the deadline for a range of required updates. Apple explained the reason as “to accommodate developers who may need additional time to update their existing apps on the App Store.” The new deadline is June 30, 2020, and applies to the following:

  • iPhone and iPad apps must be built with the iOS 13 SDK and use an Xcode storyboard (previously April 30th)
  • Apple Watch apps must be built with the watchOS 6 SDK (previously April 30th)
  • iPhone and iPad apps must support all screen sizes for their respective devices (previously April 30th)
  • Apps with user account options must support Sign in with Apple (previously April 30th)
  • Guideline compliance for children’s apps, including the removal of advertisements and analytics (previously March 3rd)
  • Guideline compliance for apps using HTML 5, requiring several apps containing or running code not embedded in the binary to meet new requirements (previously March 3rd)

What Developers Should Do

These requirements were announced in previous guideline updates, so developers should already be aware and have begun updating their apps accordingly. Apps that may not have been ready now have more time and can continue to launch updates in the interim, which means they can continue to improve their App Store Optimization. Even if a developer needs more time to change technical specifications, they’re still able to research keywords and make ASO-driven updates.

When developers submit new updates for their apps, they should take the opportunity to update their App Store Optimization as well. Developers can update the keywords, screenshots, description and so forth for their apps when they submit new versions.

As developers are updating their apps, they should analyze their keyword rankings and conversion rates to determine what else they can improve for the next update. Identifying new keywords to target, designing and testing new creatives and writing new descriptions can all help optimize an app. Keep in mind that while the deadline for updating to Apple’s guidelines isn’t until the end of June, apps should still be updated at least once every 30 days to remain up-to-date, refresh their keyword indexation and fine-tune conversion.

Failing to update apps on time can result in any future updates being rejected or the app being removed from the store. Either case would have negative impacts on App Store Optimization, as even a delayed update can result in an app falling behind its competitors.

Want more information regarding App Store Optimization? Contact Gummicube and we’ll help get your strategy started.

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