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App Store Marketing Weekly – Week 33 (2026)

This week’s theme: the store and the funnel keep gaining new ‘surfaces’. Creative placements, paid auction visibility, link-out payments, and push notifications all look like channels, but they behave like product UX.

Summary

This week’s theme: the store and the funnel keep gaining new “surfaces”.

Creative is expanding beyond screenshots, paid competition is easier to mis-measure than most teams admit, steering can turn payments into UX, and push only works when it behaves like product moments.

Source links (this week’s new posts):

  • ConsultMyApp: Apple Ads SoV needs the top 50 auction positions (Jul 21, 2026) summary: /blog/consultmyapp-apple-ads-share-of-voice-top-50-summary/
  • ConsultMyApp: Who’s winning Apple Search Ads across UK finance apps (May 19, 2026) summary: /blog/consultmyapp-apple-ads-uk-finance-winners-summary/
  • Apple Developer News: new App Store creative assets are coming (Aug 5, 2026) summary: /blog/apple-developer-new-app-store-creative-assets-coming-summary/
  • GOV.UK / CMA: UK consultation on steering rules + NFC access (Jun 30, 2026) summary: /blog/govuk-cma-uk-steering-nfc-consultation-summary/
  • Klaviyo: push as product moments (Aug 7, 2026) summary: /blog/klaviyo-push-notification-marketing-strategy-strava-alum-summary/

Why this matters

A lot of “growth work” is just surface management now:

  1. New placements raise the cost of being slow. If Apple is giving you new creative inventory, the winners will be the teams with templates, owners, and an export pipeline.

  2. Measurement shortcuts create strategic blind spots. If your paid competitive view is basically screenshots, you are learning late.

  3. Policy shifts land as UX and support work. Steering and NFC are not only legal changes, they reshape user journeys and support tickets.

What to do this week (tiny wins)

  1. Create one reusable creative template pack One headline system, one background system, one export preset per placement. Keep it boring and repeatable.

  2. Audit one paid keyword cluster for “early competitor movement” If you cannot see beyond the visible ad slots, treat SoV as directional only.

  3. Pick one push flow and make it a moment, not a promo Trigger it from user intent, add a deep link, and cap frequency.

Editor: App Store Marketing Editorial Team

Editor: App Store Marketing Editorial Team

Insights informed by practitioner experience and data from ConsultMyApp and APPlyzer.

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