ASO News. May 2025

ASO News is our way of keeping you updated on the latest changes in the mobile app market for May. Any update or policy change from the major app stores can influence your ASO tactics and overall strategy.

ASO News from the App Store. May 2025

1. Apple updates App Store guidelines in the US
Starting May 1, 2025, changes to the App Store guidelines came into effect regarding buttons, external links, and calls to action within apps.
These updates follow a U.S. court decision and affect sections 3.1.1, 3.1.1(a), 3.1.3, and 3.1.3(a). They apply only to apps distributed on the U.S. storefront.
If you're publishing in the U.S., pay attention - external link rules are now more flexible, but with some conditions.

2. Apple updates pricing and tax policies
On May 16, 2025, new pricing and tax changes came into force:
– In Brazil, developers outside the country will see reduced revenue due to a new 10% CIDE tax.
– Starting June 2, app prices in Brazil and Kazakhstan will change unless those storefronts are set as the base region.
– Auto-renewable subscriptions and manually set prices won’t be affected.

From August 4, price increases for subscriptions in Austria, Germany, and Poland will require user consent to continue. Without confirmation, the subscription will not renew. Apple will send reminders via email, push, and in-app messages.

Ensure you review the changes in App Store Connect and adjust your pricing strategy as needed.

3. WWDC25 is coming soon
June 9–13, 2025. Online and free for everyone.
WWDC25 is a week of creativity and innovation, featuring sessions with Apple engineers and announcements for iOS, macOS, watchOS, and more.

ASO News from Google Play. May 2025

1. Google Play shifts to high-performance: 16 KB memory page support in Android 15+
   Starting November 1, 2025, all new and updated apps for Android 15+ must support 16 KB memory pages.
   Why it matters:
   – Faster app launches: up to +30%
   – Battery savings: avg. +4.5%
   – Faster camera start: 4.5–6.6% improvement
   – System boot speed: +8% faster

2. Google I/O 2025: What’s new for developers on Google Play

Play Console improvements

• A new dashboard focused on four core developer goals: Test & Release, Monitor & Improve, Grow Users, and Monetize
• New overview pages for Test & Release and Monitor & Improve with actionable insights
• You can now halt even fully rolled-out releases via the Play Console or the Publishing API.

Store listing optimization

• Asset Library: centralized storage for visual assets with tagging, cropping, and Google Drive integration
• New open listing performance metrics
• Hero content and YouTube playlist carousels available from July
• Audio samples for Health & Wellness apps: 3x higher install rates

Play Integrity API updates

• Better abuse detection using Android hardware security
• Security update checks before sensitive actions
• Beta: Device recall feature to detect reused or reset devices

Discovery enhancements

• Curated spaces (such as sports and comics) expanded to more regions, with 920K monthly users returning to Comics in Japan.

• New topic browse pages: Media & Entertainment launch in the U.S. this month.

• Where to Watch expands to the UK, Korea, Indonesia, and Mexico.
• Better app content visibility in listings

Engage SDK

• Support for personalized Collections on home screens
• Expansion to the Play Store, Entertainment Space, and Android tablets
• New content category: Travel
• Collections are now available in Brazil, India, Indonesia, Japan, and Mexico

New monetization tools

• Multi-product subscription checkout: sell base plans and add-ons in one transaction

• Showcase subscription benefits across Play: Subscriptions Center, emails, checkout flows — helps reduce voluntary churn by 2%

• Grace period (30 days) and account hold (60 days) help lower involuntary churn by 10%
• AI-driven payment prompts and cart abandonment reminders
• Encouraging users to add payment methods during device setup

Stay up to date 💙