Apple Calls on Developers to Take Advantage of New In-App Events App Store Feature

With the launch of iOS 15 and iPadOS 15, Apple introduced a new App Store feature that's designed to highlight in-app events, allowing customers to keep up with new happenings in their favorite apps.

app store in app events
Apple is preparing to implement in-app events, and today called on developers to start creating in-app events in ‌App Store‌ Connect.

In-app events can highlight in-game competitions, movie premieres, livestream experiences, fitness challenges, and more. Apple says that in-app events can encourage people to try out apps, provide existing users with new ways to enjoy an app, and give former users a reason to return.

Events will start appearing in the ‌App Store‌ on devices running ‌iOS 15‌ and ‌iPadOS 15‌ on Wednesday, October 27.

The update could be timed to the iOS and iPadOS 15.1 release, which is coming next week. Apple has confirmed that macOS Monterey is coming on Monday, October 25, but it is not yet clear if the iOS and iPadOS 15.1 updates will come on the same day or later in the week, such as on the 27th.

Top Rated Comments

JUiCEJamie Avatar
5 weeks ago
I watched the WWDC Developer Sessions on how to implement this!
Pretty cool implementation - I hope it kicks off!
Score: 3 Votes (Like | Disagree)
alanvitek Avatar
5 weeks ago
I just started the process to add an event to my game for Halloween. The timing is really close (starting on the 27th) but I hope to be able to pull it off! Would be nice to see if it bumps up downloads a bit
Score: 1 Votes (Like | Disagree)
ocyrus Avatar
5 weeks ago

Another area where Apple can exhibit Total Control, NO thanks !

Thought about it for a minute OR two earlier today, & then decided against it !

Just NOT a smart business decision.

Much better (& smarter) to go Outside the App & Outside the App Store's control !

And for those of you who aren't App Developers, if Apple doesn't like something, for whatever Reason, your Submittal will stall-out in "Waiting for Review" & Apple will say nothing !
This reads like teenager copy and paste job
Score: 1 Votes (Like | Disagree)
yellow8 Avatar
5 weeks ago
I don't have any app eligible for these events. But I wish I had, this could be definitely fun!
Score: 1 Votes (Like | Disagree)

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