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Apple launches new App Store marketing tool

Apple has released a new app marketing tool with resources to help app developers guide users to their apps. This includes instant access to QR codes, App Store tags and built-in links and codes to bring users to the App Store listing. If used correctly, these can be used in conjunction with App Store optimization to supplement the user flow from ASO and get more views.

How it works

Apple’s new App Store Marketing Tools page is easy to access. Developers can go to the App Store Marketing Tools page on Apple’s Marketing Marketing Tools sites and enter the name of their app, and the site will automatically generate:

  • Content links (regular and abbreviated)
  • A built-in icon
  • Downloadable brands that can be dropped
  • QR code

Developers can then adjust and download them to use them as needed. These can be used on web pages, emails, social media posts and so on to lead potential users to the App Store listing.

While options such as links are self-explanatory and can easily be included in a post, message, or email to direct users to the App Store list, some of these have additional uses that developers can take advantage of.


While developers create their own App Icon, one of the new marketing tools is a copy of the icon with a built-in link to the app. Developers can copy the code to insert the icon and link to web pages, allowing users to click on the icon and be taken directly to the App Store list. Although this option was always available by copying the image̵

7;s URL and posting it with a link to the app, this helps developers by automatically generating it for them.

QR code

Developers can also customize and create QR codes that lead users to their app. These codes can be designed with black, white or blue color choices and can contain an image of the App icon as part of the QR code.

Because QR codes can be scanned from a mobile device, they can be distributed in a variety of ways, including digital and physical methods. In addition to online images, QR codes can be distributed on flyers, such as a scannable image on a table at trade fairs and so on.

Apple has also used QR codes as a method of distributing app clips. Developers can use one or both, depending on the app and needs.

The App Store brand

Last but not least, developers can get “Download in the App Store” tags. Like the app icons, these are images that can be uploaded to a web page and linked directly to the App Store listing.

These brands can be customized in some ways:

  • Developers can choose black or white color choices
  • The marks can be located in 38 different languages
  • Apps not yet available for download may use the “Pre-order” tag

Apple has some guidelines for App Store brands. Developers should only use one tag per layout or video, with the tag placed below the main message or image. As with the App icon, this was previously available, but is now easier to generate and add to a web page.

Developers are also prohibited from using images from the Apple website or the standalone Apple logo to promote the app.

How this matters

These give app developers and marketers easy access to ways to market their apps and drive in users. These can help bring in extra traffic, but they should not be seen as a substitute for App Store Optimization.

It is important to remember that the majority of the discovery of the app takes place in search. While these new app marketing tools can increase engagement from external channels, organic visibility still makes up the bulk of downloads and views.

These tools will direct users to the App Store listing, but they do not guarantee downloads. When a user scans a QR code or clicks on a brand, they still need to take steps to convert to a download from the product page. App Store pages should continue to be optimized for conversions, including engaging creative assets and well-written descriptions.

With a properly optimized app, Apple’s new app marketing tool can help users from channels outside the App Store, either through a built-in image or scan a QR code, to supplement users achieved through search.

Want to learn more about App Store Optimization? Contact Gummicube and we help you get your strategy started.

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