As we step into Q2 of 2025, it’s time to look back at the key changes that shaped the mobile marketing and app store landscapes in March. This past month brought some important updates from both Google Play and Apple, as well as broader industry trends worth considering in your ASO and app promotion strategies.
Let’s dive into what’s new and what it means for developers and marketers.
📺 Google Play: YouTube Channel Integration & New Performance Metrics
One of the most noticeable updates this month on Google Play is the new option for developers to link their YouTube channels directly through the Google Play Developer Console. This allows apps to display gameplay videos or feature overviews on their app pages – directly pulling content from linked YouTube accounts. It’s a great opportunity for increasing conversion rates and giving potential users a visual taste of your app’s value.
Another important change is the User Perceived Low Memory Kill metric. This new performance indicator helps developers better understand how their app behaves under memory pressure on users’ devices. Optimizing against this metric can reduce unexpected crashes and improve overall user experience – both of which are critical for long-term retention and positive reviews.
Some developers also reported UI changes in the Google Play Console, so keep an eye on your dashboard for potential layout or functionality shifts.
🍏 Apple: Switcher Gets a Rebrand and ATT Penalties Continue
While March was quieter for the App Store in terms of technical changes, there are a few updates you shouldn’t miss.
First, the tool Switcher, commonly used to explore the App Store search results by country without switching Apple IDs, is undergoing a rebrand. It will soon be known as Fallow, with expanded functionality including support for iPads and the ability to check featuring placements. A premium version of Fallow is also expected, aimed at professionals working with ASO and app market research.
On the regulatory side, Apple has been fined €150 million by France’s competition authority. The reason? Alleged abuse of its dominant position via the App Tracking Transparency (ATT) framework. The regulator found that Apple’s implementation of ATT disproportionately affected developers who failed to provide personal data, resulting in mass account bans throughout the month.
🌐 Industry Insight: AI Apps Rise & Alternative Stores Gain Traction
In broader mobile trends, AI-driven applications continue to dominate, with Chinese startup Manos launching a new mobile app and rolling out a beta version of its premium tier. The success of such apps highlights the ongoing demand for AI-powered tools and experiences.
Additionally, the latest RevenueCat report underlines how alternative app stores and web-based distribution channels are gaining momentum – especially in regions affected by the Digital Markets Act. Developers should prepare for a shift in user acquisition strategies, considering that more non-traditional app marketplaces will emerge throughout 2025.
🚀 Final Thoughts
Whether you’re focused on Google Play, the App Store, or the industry as a whole, one thing is clear – staying updated is key. From performance metrics to regulatory shifts and new tools for ASO, March 2025 has shown that the mobile app world is evolving fast.
Need help navigating these changes and pushing your app to the top of the store charts? The Keyapp team is here to help.
