By Ramita Rajaa
Apple continued its WWDC 2025 momentum with Day 3 updates focused on elevating app intelligence, personalization, and UX sophistication. These weren’t splashy features. But for marketers seeking to tighten their funnels, build real-time relevance, and drive conversion across channels, they hit the mark.
A key highlight is Apple’s overhaul of App Analytics. Marketers now get sharper visibility into performance across the funnel, from install to purchase to long-term retention. Two new metrics, Download-to-Paid Conversion and Average Proceeds per Download, help decode not just what customers do, but how much value they bring. Instead of looking at installs as a vanity metric, brands can now benchmark revenue contribution per cohort.
This change is crucial for product-led growth marketers. You can now spot whether drop-offs are due to UI friction or a broken value proposition. Apple even lets you compare against peer apps in your category, which sharpens insight into whether it’s your product or your messaging that needs fixing.
Beyond performance metrics, Apple introduced cohort analysis tools that allow segmentation by product page, territory, and device. If a campaign draws installs from iPads in Tier 2 cities, and those customers don’t convert, marketers can refine creative, trial windows, or onboarding to match those nuances. Subscription trial data is also more transparent now, helping brands understand when and why trial customers convert to paid, and when they drop.
The App Store itself became more marketer-friendly. With App Store Tags, Apple uses AI-generated, human-reviewed labels like “guided meditation” or “offline workouts” to improve discovery. Marketers can now review and refine these tags in App Store Connect. This means appearing in curated collections or thematic lists outside your default category—a big visibility boost.
Apple also added keyword mapping to Custom Product Pages. If you have a page for “Desk Workouts,” you can now make sure it ranks when a customer searches for “work from home fitness” without rebuilding the page. It’s intent-led optimisation, made native.
On the monetisation side, App Store Offer Codes have been expanded beyond subscriptions to include consumables and non-renewing purchases. Brands can now run finely tuned promotions (think upsells to customers who tried a free feature last month, or win-backs to those who churned recently). These codes are easy to distribute via QR, SMS, or push, and Apple now provides direct redemption analysis.
All of these changes deepen the marketer’s ability to personalise acquisition and lifecycle flows for their iOS apps. But the design layer matters too.
Apple’s Liquid Glass design system is now live, offering marketers a powerful new way to elevate the perceived value of their brand. With light-reactive textures, motion fluidity, and smoother transitions, Liquid Glass gives apps a premium sheen. For sectors like fintech, wellness, or luxury E-commerce, this is more than aesthetics: it’s conversion infrastructure. When an app feels polished, customers stay longer, trust more, and engage deeper.
For marketers running VIP programs, early access drops, or loyalty zones, Liquid Glass offers a canvas that makes exclusivity feel tangible. Paired with strategic in-app personalisation, marketers can create premium-feeling experiences that are functionally intelligent and emotionally resonant.
Across Day 3, the pattern is clear: Apple is giving marketers sharper levers, more control over segmentation, more intelligence on outcomes, and more nuance in storytelling. The best part? These tools aren’t theoretical. They’re built into the system, which means the real opportunity lies in how fast brands can adapt, integrate, and experiment.
This exclusive analysis is brought to you by MoEngage, a customer engagement platform built for marketers. Stay tuned for final insights from WWDC 2025 as we decode all the tech jargon into actionable insights for marketers. (The author is Senior Manager: Product GTM, Brand, and Content, MoEngage)