In the mobile-first world, winning mobile users is becoming the primary aim for iOS publishers.
Launched in 2008 with 500 apps, the App Store has expanded to include more than 1.8 million apps available worldwide.
The increasing competition on the App Store goes in hand with the rising user demand for apps. According to AppsFlyer, in 2020 the number of app downloads grew by 33%, which is a 25% increase compared to 2019. This boost results from both marketing efforts and consumer intent driven by the pandemic.