Moburst’s Monthly Mobile Marketing Roundup #21

Industry News Mobile Marketing

Lital Castel 06 February 2025

Welcome back to the 21st edition of Moburst’s Monthly Mobile Marketing Roundup!

From DeepSeek’s explosive success (and controversy) to Apple’s record-breaking services revenue and Android 16’s push for adaptive apps, we’re breaking down what these shifts mean for your marketing strategy—and how to stay ahead.

Mobile News

DeepSeek Overtakes ChatGPT and Dominates Global App Charts

In an unprecedented turn of events, the Chinese-based AI company DeepSeek has leapfrogged ChatGPT to become the top app on both the App Store and Play Store, reshaping user expectations for AI-driven applications. What’s more surprising? DeepSeek-R1, the model powering this success, was developed for just $6 million—a fraction of the hundreds of millions it took OpenAI to develop ChatGPT.

This low development cost signals a future where AI tools proliferate rapidly, creating both opportunities and risks. While the app’s user-friendly interface and advanced capabilities have captured global attention, it’s not all smooth sailing. 

DeepSeek’s rise in popularity has also been clouded by significant data privacy concerns. Users are inputting everything from confidential business info to deeply personal details. With DeepSeek owned by a company in a country viewed as a geopolitical adversary, experts warn of the platform becoming an intelligence goldmine.

What Should Marketers Consider?

• Integrate AI Thoughtfully: AI features can elevate user experiences, but it’s crucial to prioritize transparency and user trust.
• Prioritize Data Privacy: As users grow wary of how their data is handled, brands that put security first will stand out.

Apple Surpasses 1 Billion Subscriptions

Apple recently announced that its services sector reached an all-time revenue record in 2024, surpassing 1 billion active subscriptions and generating nearly $100 billion in revenue. This growth clearly underscores a growth in consumer preference for subscription-based models, which offers brands and app owners a chance to tap into the company’s recurring revenue streams.

Want to Maximize Your App’s Revenue?

• Rethink Monetization: If you’re not offering a subscription model, you’re leaving money on the table. Consider how you can add recurring value to your product.
• Leverage Apple’s Ecosystem: Utilize in-app purchase features to create a frictionless user experience.

Epic Games Expands Mobile Store Amidst Platform Fee Controversies

Epic Games is looking to expand its mobile game store. Officially launched in August 2024, the Epic Games Store will introduce around 20 third-party games on Android and iOS within the EU. To encourage developer participation, Epic plans to cover some iOS fees for developers for one year. 

Alongside Microsoft’s recent push to launch a dedicated Xbox game store for Android, directly bypassing Google Play Store’s restrictive policies, this bold move is part of a larger trend we are noticing: More and more developers are seeking alternative distribution channels to reduce their dependency on the Play Store and App Store. 

As antitrust scrutiny mounts against big tech, opportunities are emerging for brands willing to experiment with new platforms.

Our advice? Explore partnerships with emerging app distribution platforms. Diversifying where your app is available can boost visibility and reduce dependency on a single ecosystem.

App Store Updates

Advanced Commerce API: A New Frontier for In-App Purchases

Apple has launched the Advanced Commerce API, giving developers a lot more flexibility in managing in-app purchases. This update arrives at a crucial time, as noted previously, with Apple recently surpassing 1 billion active subscriptions and nearly $100 billion in services revenue in 2024.

This move also comes as competition around app distribution intensifies. With Epic Games expanding its mobile store and regulatory pressure mounting against Apple’s app store policies, the Advanced Commerce API could provide a strategic way for app owners to improve their monetization while staying within Apple’s ecosystem. Instead of pushing developers toward third-party platforms, Apple is reinforcing its App Store as a profitable and user-friendly marketplace.

The new API is designed to support more complex business models, including apps with large content catalogs, creator-driven platforms, and tiered subscription services. By using Apple’s commerce infrastructure, developers can now offer a smoother purchasing experience, streamline payment processing, and simplify backend processes, taxes, and customer support.

What Should App Owners Consider?

• If your app relies on in-app purchases or subscriptions, integrating this API could be a game-changer for user experience and potentially reduce friction in conversions.
• Apple is clearly doubling down on monetization tools—staying within its ecosystem means benefiting from end-to-end commerce support and payment security.
• As alternative app distribution channels gain traction, brands should still weigh the benefits of Apple’s built-in infrastructure versus external platforms that promise lower fees but fewer guarantees.

If you’re looking to maximize revenue while maintaining a seamless user experience, Apple’s latest move makes a compelling case for staying within its ecosystem—at least for now.

Apple’s New Developer Fees Under EU Scrutiny

Apple’s Core Technology Fee (CTF) is facing pushback from EU antitrust regulators, who are investigating whether the new charge unfairly impacts developers. The €0.50 per first annual install (beyond one million users in the EU) is part of Apple’s Digital Markets Act (DMA) compliance strategy, but there are growing concerns regarding its financial impact and market fairness.

Apple insists this fee reflects the value of its ecosystem, but regulators aren’t convinced. If you can sense the recurring theme in this month’s news roundup, it’s that app store dominance is being challenged from all sides. If developers start exploring alternative distribution models, this move could escalate tensions even further.

For further context, this fee applies to developers whose apps surpass one million first-time installs per year in the EU. Smaller developers (under €10 million annual revenue) get a three-year grace period, while non-profits and government-backed organizations are exempt.

Why This Matters

The CTF isn’t just another fee—it’s a fundamental shift in Apple’s monetization strategy. Instead of loosening restrictions under regulatory pressure, Apple is doubling down on monetizing access to its platform. This raises some big questions:

• Can developers absorb the cost, or will it force price hikes?
• Will this push more brands toward alternative distribution models?
• Is Apple setting a precedent for more fees in the future?

With EU regulators investigating, there’s a chance Apple could be forced to adjust its strategy—but for now, app owners need to be proactive, not reactive.

If your app is scaling fast in the EU, now’s the time to evaluate your pricing model and assess the financial impact. We’ll continue monitoring policy shifts to see if Apple is forced to rethink its approach—so you’ll always be ahead of the game.

Play Store Updates

Android 16 Beta: Embracing Adaptive Apps

The first Android 16 beta is here, and Google is making adaptive apps the new standard. Developers will now no longer be able to restrict screen orientation or resizability, forcing apps to dynamically adjust across various screen sizes and devices. If your app isn’t built for flexibility, this update could break your UX.

There are exceptions—games and small-screen devices aren’t affected—but for most apps, this is a mandatory shift. If your app was built assuming fixed dimensions, it’s time to rethink your UI strategy.

Another key addition introduced is Live Updates—a new notification format for ongoing activities like rideshares, deliveries, and fitness tracking. If this feature sounds familiar, it’s because a similar one already exists for iOS users in the form of Live Activities. 

App owners can use this feature for real-time engagement and better retention for apps that rely on user interaction throughout the day.

What to Do Next

• Test your app on foldables & large screens. Use Android Studio’s resizability tools to see if your UI scales properly.
• Upgrade to adaptive layouts. If your app relies on fixed dimensions, switch to ConstraintLayout or Jetpack Compose.
• Integrate Live Updates if relevant: Apps in logistics, fitness, and content tracking should start using Android 16’s ProgressStyle notifications.
• Adjust your roadmap if you restrict screen orientation: Plan UI updates now to avoid last-minute disruptions.

Ready to level up your marketing strategy and stay ahead of industry trends? Look no further than Moburst! 

As a leading full-service, mobile-first digital and app marketing agency, we specialize in helping businesses like yours grow and become category leaders.

Lital Castel

Lital is Moburst’s Content Manager & Email Marketing Specialist. She specializes in coming up with engaging ideas and research to capture the trendiest topics in the digital and mobile marketing world. She is passionate about productivity and optimizing your day, but you can probably find her playing video games while cuddling with her dog on the couch to wind down at the end of a long day.

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