On the 19th of August Apple released iOS6, the new version of the operating system. There was much rumour and speculation about iOS 6 prior to lau, some of which was correct, some of which wasn’t. With the coming of iOS6, the App Store, iTunes, iBooks and Podcasts got a much needed make over. The changes that Apple has made to the App Store have important ramifications for app developers and marketers.

1. iOS 6:
The Implications For App Discovery &
App Store Optimization
David Janner, Editor-in-Chief of MAKE APP Magazine
Contact: @iappbusiness

2. Charts
Overall: Better App Discovery!
The overhaul of the Top Charts sections is a good thing for app
discovery.
It is much easier and faster to browse through the charts, with up to 100
apps loaded initially into each section of the Top Paid, Free and
Grossing sections.
The overall display of the apps themselves hasn’t changed much here,
if at all.
In addition (and very importantly!) the Charts section now goes down to
the resolution of the sub-category.

3. Charts

4. Featured
Overall: Better App Discovery!
The Featured section, similar to the Top Charts, now goes down
to the resolution of the sub-category as well.
The UI aids in discovery of subcategories – for example when
clicking on the “Games” category of Featured apps, a pop-over
appears displaying all the sub-categories. Users have to choose
to click on “All Games” in order to display the Featured apps for
all games overall.

5. Featured
The Featured section is different when the overall Category is displayed, compared
to subcategories.
The Featured screen for the overall category is organized into “News and
Noteworthy”, “What’s Hot” and sometimes there appears a third spotlight on a
particular genre of apps.
The icons are arranged somewhat differently now, although more icons appear per
screen than before (9 now versus 6 before).
The Featured screen of the subcategories include “New”, “What’s Hot” and “Paid”
sections.
Interestingly, Apple has removed the ratings from the app display in the
Featured section, downplaying the element of social proof here.

8. Categories
Removed from the App Store in iOS 6

9. Search
Overall:
Bad for app discovery.
Good for app click through rate.
The search results screen got a makeover with iOS 6, seemingly
integrating a Chomp-style app display.
This means that less apps get displayed per page, but each app
displayed gets more screen real estate.

10. Search
What is new here is that the search results card also displays the
first screenshot from the screenshots section.
Developers with existing apps should review how their listing
appears on search and consider updating or changing the first
screenshot so that it encourages click-throughs.
The first screenshot, rather than the icon, is now probably the
most important element to encourage click throughs on the
search results page.

13. App Display
Overall:
Promotes social sharing.
Emphasises screenshots and reviews.
The app display is another element that has dramatically changed.
Instead of loading a separate screen, the description now appears as a
pop-over.

14. App Display
What has changed?
• Share button. A new share function has appeared, through
which users can email, message, tweet, facebook post or
copy the link the app description. This is great and will help
promote social app discovery. The messages are all auto-
populated with the link to the app.
• Details section. This tab now include the screenshots and
below this the app description. The fact that Apple has placed
the screenshots more prominently strengthens the fact that
screenshots are increasingly playing an important part in app
marketing. The screenshots can be displayed full screen.

15. App Display
What Has Changed?
• Ratings and reviews. Within this not much has changed,
however the “ratings and reviews” is now a tab near the top of
the app display, again showing that this is important to both
Apple and users.
• Related apps. Apple is clearly raising the importance of this
section by placing this as a tab near the top of the app display
(whereas before this was down the bottom).

18. Implications For Developers
Developers should place more emphasis on
the screenshots, particularly the first
screenshot, as a marketing tool.
Consider including a “call to action” in your
screenshots or app description to promote
social sharing.