Apple's 'App of the Day' Feature Boosts Downloads Up to 2,172%

With the launch of iOS 11, Apple introduced an entirely revamped App Store that includes a "Today" feature for prominently featuring app content.

"Today" includes both an "App of the Day" and a "Game of the Day" feature, with apps that are swapped out daily, and as it turns out, getting featured as an app or game of the day can result in a huge boost in downloads for developers.

According to 30 days of data sourced by Apptopia (via TechCrunch), apps and games that are featured see a major surge in downloads. An app featured on a weekday could see a download boost of up to 2,172 percent.


While games are often some of the most downloaded apps in the App Store, it's apps that see a bigger increase in downloads from being featured. Games, for example, see a maximum gain of 963 percent, and that's for a free game.

On average, in total, games see a 792 percent boost from an App Store feature, while apps see a 1,747 percent boost.

Free apps and games are of course more popular than paid apps and games, receiving much higher interest overall when featured. Weekday featuring also resulted in higher download gains than weekend featuring.

To gather its data, Apptopia looked at apps and games that have been featured by Apple over the course of the last 30 days. 5 out of 30 apps of the day were paid apps and 11 of 30 games were paid games.

Apps that are not as well established and well-known did better than apps that are already widely downloaded. As an example, Starbucks was featured and was downloaded only a "handful" of times more than the day before it was featured, as most people who would use the app likely already have it.

Apps that were already ranking within the top 20 of their respective category before being featured, only received an average download boost of 44%. For games ranking within the top 20 of the Games category, it was 37%.

Apple's App Store feature boosted a total of 19 apps from being unranked overall to being ranked on the overall charts, which, in some instances, means an app jumped more than 1,000 rank spots.


The new App Store in iOS 11 is a radical departure from the way the App Store was set up in iOS 10, as it splits apps and games into two distinct App Store categories to bolster app discovery. In addition to featuring an App of the Day and a Game of the Day, Apple also highlights apps through interviews, behind-the-scenes looks, app lists, and more, which also likely bring significant attention to developers lucky enough to be chosen for a feature.

Top Rated Comments

(View all)
Avatar
35 months ago
I hate the new app store.
Score: 25 Votes (Like | Disagree)
Avatar
35 months ago
Absolutely useless for me. Tried to like the new layout, but it doesn't work. And i am still grumpy for killing the Wishlist feature without a notice.
Score: 10 Votes (Like | Disagree)
Avatar
35 months ago
I find myself only using the app store to update apps now. It's a convoluted mess now and near impossible to find anything. Even apps that I had planned to buy aren't being purchased now because they got rid of the Wish list I can't remember the name of them. I'm not an impulse buyer and usually don't buy an app until it has a few updates done or goes on a sale if I find it's usefulness may be limited. Since those apps are now impossible to go back to I simply use the store a lot less than before.
Score: 10 Votes (Like | Disagree)
Avatar
35 months ago
To me, the days of looking at top charts are gone. I really only get an app if I’m looking for something specific or someone recommends something specific. I rarely, if ever, am wandering around the App Store anymore.
Score: 7 Votes (Like | Disagree)
Avatar
35 months ago

Absolutely useless for me. Tried to like the new layout, but it doesn't work. And i am still grumpy for killing the Wishlist feature without a notice.

Omg I didn't even notice this. Sucks.
Score: 5 Votes (Like | Disagree)
Avatar
35 months ago
Want to prove how horrible the new app store is? Take a brand new iPhone 7/8 series device.. load the new store.. SLOW! Their back end needs a major kick in the butt. They went for visuals rather then usability. There's really no happy medium with this new design.
Score: 5 Votes (Like | Disagree)

Top Stories

iPhone 12 Sizes Compared with iPhone SE, 7, 8, SE 2, X, 11, 11 Pro and 11 Pro Max [Update]

Tuesday July 7, 2020 6:49 pm PDT by
Apple is planning on launching the iPhone 12 this fall which is rumored to be coming in 3 different sizes: 5.4", 6.1" and 6.7". The middle size (6.1") matches up with the currently shipping iPhone 11, but the other two sizes will be entirely new. Over the weekend, there was some excitement about how well the new 5.4" iPhone 12 compares to the original iPhone SE. Those who have been hoping...

Everything New in iOS 14 Beta 2: New Calendar Icon, Files Widget and More

Tuesday July 7, 2020 11:38 am PDT by
Apple today released the second beta of iOS 14 to developers for testing purposes, tweaking and refining some of the features that are coming in the update. Below, we've rounded up all of the changes that we found in the second beta. - Calendar icon - There's a new Calendar app icon in iOS 14 beta 2, with the day of the week abbreviated rather than spelled out. - Clock icon - The clock...

Hands On With iPhone 12 Models Showing New Sizes and Design

Monday July 6, 2020 2:04 pm PDT by
Ahead of the launch of new iPhones we often see dummy models created based on leaked schematics and specifications, with those models designed to let case makers create cases for the new devices ahead of their release. We got our hands on a set of dummy models that represent the iPhone 12 lineup, giving us our first close look at the iPhone 4-style design and the different size options. Subscri ...

Developer's Visual Comparison of macOS Catalina and Big Sur Offers Closer Look at Apple's UI Redesign for Macs

Tuesday July 7, 2020 4:00 am PDT by
macOS 11 Big Sur is the next major release of Apple's operating system for Mac, and following its preview at WWDC, one of the biggest discussions has revolved around the all-new user interface redesign. Developers are still learning what the impact the new UI will have on their apps, and with that in mind, app designer Andrew Denty has compiled an extensive visual comparison of the user...

Analyst Believes iPhone 12 Pricing Will Start $50 Higher Even Without EarPods or Charger in Box

Wednesday July 8, 2020 9:35 am PDT by
Despite multiple reports indicating that Apple will not include EarPods or a wall charger with iPhone 12 models this year, one analyst believes that pricing will still increase slightly compared to the iPhone 11 lineup. In a research note provided to MacRumors, analyst Jeff Pu forecasted that iPhone 12 pricing will start at $749 for a new 5.4-inch model, an increase of $50 over the base...

14-Inch MacBook Pro With Mini-LED Display Expected to Enter Production in 2021

Wednesday July 8, 2020 7:51 am PDT by
Apple suppliers will begin competing to win manufacturing orders for new 14-inch and 16-inch MacBook Pro models with Mini-LED displays in the first quarter of 2021, according to Taiwanese research firm TrendForce. Rumors of a 14-inch MacBook Pro have surfaced since Apple replaced the 15-inch MacBook Pro with a new 16-inch model last year. Apple analyst Ming-Chi Kuo has previously said that...

Apple Seeds First Betas of iOS 14 and iPadOS 14 to Public Beta Testers

Thursday July 9, 2020 10:14 am PDT by
Apple today seeded the first public betas of upcoming iOS and iPadOS 14 updates to its public beta testing group, two weeks after first providing the updates to developers after the WWDC keynote and a day after seeding the second developer betas. Public beta testers who have signed up for Apple's beta testing program can download the iOS/‌iPadOS‌ 14 updates over the air after installing ...

Apple's Arm-Based Macs With Apple Silicon Chips Will Support Thunderbolt

Wednesday July 8, 2020 3:14 pm PDT by
Apple is working on Macs that use its custom Apple-designed Apple Silicon chips instead of Intel chips, but Apple has committed to continuing to support Thunderbolt, reports The Verge. In a statement, an Apple spokesperson said that Apple's upcoming machines will offer support for Intel's Thunderbolt USB-C standard. "Over a decade ago, Apple partnered with Intel to design and develop...

Apple Cuts iPhone Trade-In Values as iPhone 12 Launch Nears

Tuesday July 7, 2020 7:46 am PDT by
With just two months to go until the usual timeframe for Apple's iPhone launch events, Apple is cutting back on maximum trade-in values of previous-generation iPhones for those looking to upgrade to a new model. Maximum values on more recent models have dropped by $30–$50, while older models have generally dropped by $5–$20 with a few models seeing no change in value.iPhone XS Max: $500 to...

Some iPhone Users Report Significant Battery Drain Due to Music App Background Activity in iOS 13.5.1

Wednesday July 8, 2020 1:49 am PDT by
A significant minority of iPhone users have taken to Apple's Support Communities and Reddit to report battery drain issues largely related to the Music app and high levels of background activity. Hundreds of users, many running iOS 13.5.1 on devices both new and old, are experiencing rapid battery drain when the Music app is not in use. In some cases, the background activity occurs over...