Apple's latest iPhone update is iOS 27. For app marketers, the most useful news is not a single new channel. It is a change in how people may find an app, judge it in the App Store and use it after installation. Apple is adding richer App Store creative, more personalised discovery and a Siri that can work with content and actions in participating apps. Each creates an opportunity, but none guarantees more installs or a place in an AI answer.

Here is what Apple has announced, followed by our view of what brands should test.

Three changes worth a marketer's attention

1. The App Store has more room to tell a story. Apple's new Creative Assets are images and videos that can appear in product page headers, search results and Apple Ads placements. They complement screenshots and app previews, and can also be used with custom product pages and product page optimisation. A new Asset Library and product page preview tool should make it easier to manage and check creative. Apple describes these tools as rolling out during autumn 2026, so teams should check availability in their own App Store Connect accounts before building launch dates around them. Apple's App Store announcement · Apple Developer guide

2. Discovery may become more personal. Apple's Personalised Collections and App Notes recommend apps and explain why they may be relevant. They are available in selected markets and to a limited number of apps, with a wider rollout planned. Marketers should treat this as a reason to make an app's value and category fit unmistakable, not as a new placement they can simply buy. Apple's App Store announcement

3. Siri can do more with apps that support it. Siri AI can use personal context, understand what is on screen and perform more actions across apps. Developers can expose relevant content and actions through App Intents and App Schemas. That makes the useful task inside an app more important to its growth story: “find my booking” or “add this to my list” is a clearer promise than “powered by AI”. Siri AI began rolling out in English as a beta with iOS 27. Availability varies by device, language and region; Apple says it is not initially available on iPhone in the EU and that the new Apple Intelligence features are unavailable in China. Apple's iOS 27 update · Apple's App Intents overview

What this means by category

Retail and ecommerce. A richer product page could lead with the reason to keep a retailer's app: faster repeat orders, a useful loyalty benefit or access to a relevant range. Seasonal creative is easier to plan when assets can be reviewed apart from an app update. Apple's Safari “Notify Me” feature can also alert people to page changes such as restocks and price drops. That may raise expectations for timely, accurate stock information across the website and app. The commercial measure remains first orders and repeat value, not just installs. Apple's iOS 27 update

Travel and hospitality. People want to find a booking, change a plan or retrieve a confirmation quickly. Brands with an app should identify those high-value actions and ask their product teams which could be made available through App Intents. On the store listing, show the actual journey from planning to travel rather than a generic destination image. Measure completed bookings and useful repeat engagement alongside acquisition cost.

Finance and other trust-sensitive services. Richer creative gives these brands more space to explain what a service does, but claims still need to be precise and approved. Siri's contextual actions may make simple account tasks easier for eligible users, provided the app exposes them appropriately and the product team maintains clear authentication and confirmation steps. An attractive store page cannot compensate for a confusing or untrusted first-use experience.

Health and wellness. A product page can show the specific habit, programme or service a user receives. For apps that support families or younger audiences, Apple's new Screen Time allowances and schedules matter too: parents can manage time across app categories, and developers have updated categorisation questions to answer. Teams should review their classification and explain benefits without implying medical outcomes they cannot substantiate. Apple's App Store announcement

Games and entertainment. New visuals offer room to show a game's world, current content or a genuinely relevant event before someone taps through. Apple's personalised collections could create another discovery route for some apps, while its family controls may affect when younger users can engage. Test creative against qualified players and retention, not only a lift in store conversion.

A practical plan for the next quarter

Start with the customer journey, not the feature list. Choose one audience and one valuable action for each priority market. Review the first screen people see in the App Store, the promise made by the ad or search result, and what the app delivers after installation. Then:

1. Audit current screenshots, previews and custom product pages. Prepare a small set of Creative Assets around distinct customer needs, and check their placement and approval status in App Store Connect.
2. Ask the product team which useful app actions and content could be surfaced through App Intents. Test real user requests on supported devices before making Siri part of a campaign claim.
3. Separate results by market, device support and customer cohort. The same iOS 27 headline does not describe the same available experience everywhere.
4. Judge each test by downstream value: an order, booking, retained subscriber or active player. Store conversion is useful, but it is only the beginning of the story.

Our view is that iOS 27 rewards clarity. Brands that can show a relevant promise in the store and fulfil it quickly in the app have more to gain than brands that simply add more creative. The opportunity is real; the advantage will come from testing the whole journey.

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Let’s start with the visual overhaul. Apple has reimagined the App Store interface across all its devices, making it more dynamic, fluid, and immersive. This shift is part of a broader design transformation: Liquid Glass.

This is a new UI language that combines real-time responsiveness with a transparent, layered aesthetic. Every element now reacts organically to your actions, whether you’re moving your device, scrolling with your finger, or gliding a mouse across the screen.
Menus expand fluidly, interface elements adjust and minimize as you scroll, and the overall layout has a renewed sense of depth and movement. The result feels alive. It’s not just prettier — Liquid Glass makes the interface more responsive, more intuitive, and undeniably more Apple.
It’s worth noting that the design language we’ve seen up through iOS 18 has its roots in iOS 7. This Liquid Glass overhaul in iOS 26 marks the beginning of a new design era for Apple, one that will influence its entire ecosystem in the years ahead.

Other notable improvements announced at the conference include a significant upgrade for AirPods 4 and AirPods Pro 2. Now supporting studio-quality recordings — a major leap for content creators and professionals. On the iPad front, Apple introduced a completely redesigned window system that mirrors the Mac experience. This allowing users to open multiple windows, auto-arrange them, and run apps in the background. The addition of a horizontal menu bar further enhances multitasking and usability. These updates mark a clear push toward making the iPad a true productivity device. With such powerful tools now at hand, could we see a broader shift in how iPads are used in the workplace? Apple certainly seems to be betting on it.

Despite the introduction of Apple Intelligence, critics have pointed to the lack of significant progress with Siri and the absence of a clear strategic commitment to AI. One standout feature is the use of artificial intelligence for real-time translation during conversations. While impressive, the translation currently appears as on-screen text rather than audio. The real news in this section will likely emerge in 2026 – 2027.
However, Apple has brought meaningful AI enhancements to the Apple Watch, making it more intelligent and responsive to your environment. For example, if you’re in a quiet setting, notification sounds will automatically adjust to be more discreet. Widgets are now more dynamic and context-aware, no longer confined to a single stacked layout. And here’s a handy new trick: with a simple gesture, you can now dismiss a call or silence a notification—no need to touch the screen.

Here are some of the most notable new features we wanted to share with you—but there’s more. There are new updates related to Apple Games, Wallet, Messages, Apple Glasses and the Phone app. The advance toward a future full of change and innovation has begun, and Apple is clearly ready to shape what comes next.

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Many have likened this innovation to the iPhone 4 epoch, which introduced the Retina Display. Despite the Vision Pro’s steep price tag of $3,499, we’re genuinely thrilled about its potential.

From a productivity standpoint, if it can stand as a primary device for tasks, its value becomes quite clear. This device will appeal to those frequently working remotely – whether in transit, at second homes, or elsewhere – who will appreciate the expanded workable area and the ability to fully function without the limitations of a small laptop. This will particularly appeal to those accustomed to operating with multiple monitors, myself included.

In the realm of entertainment, the potential for viewing movies on a ‘large screen’ and in private settings like on flights, or engaging with sports in a more immersive (and potentially social) manner, is very enticing.

However, we believe it will usher in a revolutionary shift in app marketing, a feat not accomplished by previous Apple products:

While the iPad was essentially a different form factor for iPhone apps, Apple Watch apps were spatially restricted and mainly attractive for fitness enthusiasts, and the Apple TV found most of its use with entertainment apps.

These app limitations likely prevented these ecosystems from flourishing in the way we anticipate the Vision Pro ecosystem will:

It’s clear that various sectors could greatly appeal to Vision Pro users. Games and entertainment are the obvious frontrunners. But in their presentation, Apple highlighted productivity, and we foresee other categories overhauling their app services to accommodate Vision Pro. Consider, for instance:

One-on-one video consultations could revolutionize how businesses like banks interact with customers and the related costs. Retailers might present their products in a more visual format, encouraging spontaneous shopping experiences. Imagine, for instance, a shopping experience that closely mimics visiting a physical supermarket. Language learning apps could provide superior education by immersing students in bustling streets of potential travel destinations, and other educational apps could simulate real-world testing environments, like classrooms.

The above examples might not create intriguing experiences on the iPad, Apple Watch, or Apple TV, but they make perfect sense for the Vision Pro.

VR technology is not a new concept, but if Apple succeeds in creating a truly immersive experience – and if other companies follow suit, as we’ve seen with smartphones, tablets, smartwatches, and smart TVs – we may be on the brink of an app ecosystem that rivals only smartphones.

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When it comes to Android, Samsung has the advantage of being the top smartphone manufacturer and being able to heavily promote its own app store, the Galaxy Store. However, despite these advantages, the Galaxy Store remains a failure compared to the Google Play Store. This shows that even with the backing of a major device manufacturer, alternative app stores struggle to gain traction.

One of the biggest challenges for alternative app stores will be changing the habits of iPhone and iPad users. Since the launch of the App Store, these users have become accustomed to using it for their app needs. This means that alternative app stores will have to work hard to convince users to switch from the App Store and start using their platforms instead. This is no easy task, as people are often resistant to change and may be hesitant to try out a new app store.

Another factor that will make it difficult for alternative app stores to succeed is the fact that Apple has strict control over its app ecosystem. This means that any app that is available on the App Store must go through a rigorous review process before it is approved for download. This ensures that the apps available on the App Store are of high quality and do not contain any malicious software.

In response to this concern, it is worth noting that Apple may require alternative app stores to follow similar reviewing processes. This could make it more difficult for alternative app stores to operate, as they would have to invest in a reviewing system and ensure that all apps on their platform meet the same high standards as those on the App Store.

Furthermore, Apple may also require alternative app stores to use its payment system, which could add additional costs and hurdles for these app stores to overcome. All of these factors could make it more challenging for alternative app stores to succeed, even if they are able to offer a wider selection of apps than the App Store.

There are two areas where I see these alternative app stores succeeding: the first is in the case of game launchers like Steam or Epic. These platforms are already popular, and their offering of cheaper games or subscription services could have mass appeal. The recent legal battle between Epic and Apple over the App Store’s monopoly on in-app payments has brought the issue of alternative app stores to the forefront, and combined with this recent EU ruling, it is possible that this could pave the way for more game launchers to enter the market.

Furthermore, game launchers like Steam and Epic already have a large user base and a strong brand recognition, which could make it easier for them to convince users to switch to their app stores. In addition, the wide selection of games available on these platforms could be a major draw for users, as they would be able to access a wider range of games at potentially lower prices than on the App Store. All of these factors make the gaming market a ripe opportunity for alternative app stores to succeed.

The second area where alternative app stores could potentially succeed is in the case of China, where there are already a multitude of app stores for Android devices. The high brand recognition of these app stores in China would help Chinese iPhone users quickly adapt to using app eventual stores like the Huawei App Market and the Oppo Software Store shall they launch on iOS.

However, the use of alternative app stores in China may also be influenced by geo-political issues between the US and China. In the past, the Chinese government has taken steps to block the use of the Google Play Store. It is possible that in the future, the Chinese government may encourage the use of alternative app stores made in China or simply block the App Store.

Additionally, for nationalistic reasons, Chinese iPhone users may prefer to use alternative app stores made in China rather than the App Store. This could provide a boost to these app stores and help them gain a larger share of the market. Overall, the combination of high brand recognition and potential government support or user preference for domestic app stores could make the Chinese market a promising opportunity for alternative app stores.

As of now, only the EU is forcing Apple to allow alternative app stores and given the aforementioned challenges to adoption and running of these stores, it is likely that these alternative app stores will see limited success. However, if countries like the US and China follow suit and also force Apple to allow alternative app stores, we could see big changes in the app landscape in the next two years. The success of alternative app stores in the gaming and Chinese markets will be particularly interesting to watch.

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While iPhone users might have a lot to look forward to once they get their hands on the latest iPhone, Developers might fret, as this presents yet another feature to incorporate and to make work in the unique context of their Apps. This might be especially the case amongst those smaller developers with fewer resources.

Certainly, this it not the first time that Apple launches new features that developers can incorporate: For many years, each iOS update has been bringing new features with different degrees of complexity of incorporation, or utility. For instance, Dark Mode (iOS 13), Alternate Icons (iOS 10), Widgets (iOS14) to name a few.

As new iOS features are introduced, it is becoming increasingly difficult for small developers to compete with larger, companies with more resources. One reason is due to their Apps arguably becoming less ’useful’, because they might not satisfy the expectations by users that Apple created for them. For instance, a case of live scores was highlighted by Apple. If the Dynamic Island fulfils its promise, it’s difficult to see how an indie sport scores app can succeed without investing resources to follow suit.

However, these new features do not always bring genuine utility, but delight for users such as the case of Alternate App icons, which would allow an app like ’The Athletic’ to let users set their team’s App Icon as default with their favourite team’s colours.

It’s not just about users’ preferences, but Apple’s too. Understandably, apps that incorporate their latest features are highlighted to ensure other apps implement them too. Having a look at some of the featured app categories on the App Store, it’s easy to appreciate the number of missed opportunities an app has by not implementing features.

This means small developers are bound to get less exposure and ’free downloads’, which ultimately affect their bottom line and ability to compete.

This upwards hill is not just present in terms of tech feature adoption, but also the fact that larger companies have more resources to optimise areas like User Acquisition, Customer Relationship Management with personalised push and in-app messaging, Data Analysis and more.

User acquisition is a case in point. A bare minimum to compete would require correct implementation of tools like Appsflyer or Adjust, and integrating them with automated Apple Search Ads acquisition tools like Searchads.com to ensure CPIs remain below ARPUs. The licences to use the right tools can cost hundreds of dollars per month even at an entry level. Then management (whether calculated in dollar values or hours) and actual acquisition costs need to be incorporated. Yet once this is achieved, it only means the beginning of an ever changing process. For instance, new App Store Ad placements are expected before the end of the year, which means more acquisition areas to be optimised.

Amongst these lower odds to succeed, there are some good news. Smaller developers generating less than $1 million in sales got some relief when Apple reduced their commission from 30% to 15%. This might allow small developers to compete by levelling the playing field to some degree. A slightly more inefficient app could take home the same proceeds as sophisticated developers. However, this is by no means a solution to all problems. Efficiencies achieved by larger developers can by far exceed the benefits from a lowered commission.

Small developers could certainly use free or entry level tiers of tools available such as App Store Optimisation tools like AppTweak or MobileAction, yet this would require (time) resources to be reallocated. Finally, developers could outsource some of their effort to App Store agencies like SaltyPistachio in order to professionalise their efforts. Ultimately, the wide-ranging areas required (from CRM to ASO, UA…) could result in large investments that small developers might not be able or willing to make.

If Apple wants to keep small developers bringing creative and competitive products to its App ecosystem, they need to find solutions like making the ActivityAPI and implementation of other features such as widgets extremely simple to use. They could also create tools that simplify Acquisition, CRM and other areas to create a level playing field. Otherwise, we’ll continue witnessing the slow death of the small developer.

Post by SaltyPistachio

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