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Apple In-App Events
How to Use Them Strategically
A practical framework for marketers and developers
In-App Events (IAEs) were introduced in 2021 as a new way to promote timely content directly within the App Store. They show up in search results, product pages, and editorial placements, and give marketers a chance to drive re-engagement and visibility without relying on traditional ASO tactics.
Despite that, most brands still underuse them. Usually because they don't know how to use them well, or haven't built a strategy around when and why to launch one.
According to a recent AppTweak study, only 24% of non-gaming apps ran more than five IAEs in the past year. That means over 75% of apps are either not using them at all, or using them too infrequently to drive meaningful results.
This guide outlines when IAEs make sense, how to execute them well, and what to avoid. These recommendations are based on what I have tested with growth and retention teams across industries.
Written by Nicole Weiss
Marketing Strategist | Organic Growth Expert | Founder, Brass Finch
Founder, Brass Finch
[email protected] | LinkedIn
Nicole has led growth, retention and ASO strategy for global brands including Audible, SiriusXM, Macy’s, Clinique, Victoria's Secret and more. She’s partnered directly with Apple and Google on feature launches, and now advises clients through her consultancy, Brass Finch.
Understanding In-App Events
IAEs are time-bound events that can be featured across the App Store. Apple supports several types, including major updates, new seasons, in-app competitions, live events, and special challenges. At their core, IAEs are about driving attention to something happening right now.
They appear across key discovery surfaces, including:
  • Search results (for brand and category terms)
  • Your default product page
  • Editorial placements like the "Today," "Apps," and "Games" tabs
Each of these placements is an opportunity to surface timely content to users, whether they're searching, browsing, or exploring featured content.
Apple also provides a direct link for every IAE. That URL can be used as a campaign destination, driven by paid ads, emails, or push. For marketers, this creates an alternate install path that doesn't rely on your default product page. In testing, I've seen double-digit lifts in installs when traffic is sent to an IAE versus the main listing.
Here's an example from Audible, where an in-app ad drove traffic directly to an IAE instead of the default product page. The event-specific creative and timely message allowed the campaign to function as a standalone landing page, increasing relevance and driving installs from a highly engaged audience.
Done right, IAEs deliver free visibility with performance upside. About 60% of interactions typically come from existing users. And if someone is in the App Store, they're not in your app. That makes any re-engagement you earn 100% incremental.
IAEs are most effective when they:
  • Support a clear campaign or content moment worth highlighting
  • Launch in tandem with paid, owned, or in-app channels
  • Are treated as strategic install and re-engagement drivers, not last-minute add-ons
When to Use In-App Events
IAEs work best when they highlight something users can take action on. That could mean launching something new, surfacing limited-time content, or promoting a campaign already in motion. The goal is to meet users at a moment when visibility matters.
Product Launches or feature drops
An app introducing a new daily tracking feature could promote it through an IAE to help both new and existing users discover the update without needing a new app version.
Time-limited Campaigns or events
A fitness app running a 14-day hydration challenge might use an IAE to boost participation during the campaign period, especially if it aligns with a seasonal push like New Year resolutions.
Brand Campaigns & Partnerships
A streaming app collaborating with a major franchise release could highlight the crossover content using an IAE timed to the media launch window, reinforcing other paid and organic placements.
IAEs are particularly effective when extending cross-channel messaging like sponsorships, collaborations, or awareness pushes. They provide an additional touchpoint that reinforces your marketing efforts across other channels.
Benefits of Strategic IAE Use
  • Increased visibility in App Store search results
  • Re-engagement opportunities with existing users
  • Alternative install path for new users
  • Reinforcement of broader marketing campaigns
  • Potential for editorial featuring
IAE Performance Insights
According to industry data, well-executed IAEs can drive significant engagement:
  • 60% of interactions come from existing users
  • Double-digit lift in installs when traffic is directed to IAEs vs. standard product pages
  • Increased visibility for both brand and category searches
What Makes a Good In-App Event
A well-executed IAE should feel like a natural extension of your broader marketing strategy, meeting users where they are across search, editorial, and other key visibility surfaces.
1
Clear naming
Avoid internal terminology or clever copy that doesn't immediately explain what's being promoted. Be specific and user-facing.
2
Search-aware descriptions
Use high-volume, relevant keywords in your short description to help your IAE surface for related App Store searches. For example, in the IAE "What Could Go Wrong?" from Audible, the short description includes the word "podcast," a strategic choice that ensures the event appears for users searching terms like "podcast" or "podcasts," even if they don't know the title.
3
Compelling creative
Your visual should create a stop moment. In search or while scrolling the Apps or Games tabs, users move quickly, so the creative needs to be specific, eye-catching, and immediately relevant to what's being promoted.
4
Defined timing and channel alignment
IAEs should be planned alongside your broader campaign strategy and launched in parallel with other assets like email, push, or paid. They are most effective when treated as part of the overall message, not added on after the fact.
5
Relevant deep links
Link directly to the part of the app tied to the event. This ensures the user experience is seamless and reinforces the intent behind the promotion.
Example: Audible's "What Could Go Wrong?" IAE includes "podcast" in the description to improve search visibility
Example: Audible's "Oracle 3" IAE may surface as default for recent or prioritized events
In contrast, other IAEs like "Oracle 3" may surface as the default if they're the most recent or prioritized event, even without search-aligned keywords. While app-level metadata always contributes to discoverability, using search-intent terms within the event itself gives you more control over which IAE appears in relevant results.
Planning and Timelines
IAEs may not require engineering support, but that doesn't mean they can be rushed. If you want your event to perform, or qualify for editorial support, you need to plan ahead.
IAEs aren't just a visibility play. When used strategically, they can also act as landing pages for acquisition. Apple gives each event a unique URL, which you can drive traffic to from paid ads, email, or push. This makes IAEs a powerful option for campaigns where your default product page isn't the best fit, and a way to support installs with content-forward messaging.
1
6+ Weeks Before Launch
Submit for editorial consideration in the U.S. (some international markets work as far out as six months)
2
2 Weeks Before Launch
Set IAE to preview mode to build early visibility and allow users to opt in for push notifications
3
Launch Day
Coordinate IAE go-live with paid, owned, and in-app touchpoints
4
2 Weeks After Launch
Performance typically begins to drop; consider refreshing or launching a new IAE
5
30 Days After Launch
Maximum run time for a single IAE
Key Planning Considerations
Event Quantity
Apple allows up to 10 active IAEs, but most brands benefit from fewer. Focus on 1–2 per country at a time (3 at most) to avoid diluting impact or confusing users.
Localization
Apple lets you use a single IAE and localize the copy and creative by country. Take advantage of this to tailor messaging and increase relevance in key markets.
Guidelines
Apple has clear guidelines around what's allowed in IAE copy and creative. Avoid pricing language, time-sensitive promotions, and unsupported claims. Review the latest guidance in Apple's official documentation.
Reminder: Apple enforces strict content and creative policies for In-App Events. Avoid references to pricing, limited-time offers, or exaggerated claims, even if they're part of your broader campaign. Submissions that violate these guidelines can be rejected or suppressed in visibility. Always check the latest rules before launch: Apple's documentation.
Beyond In-App Events: Connecting the Dots
IAEs are just one part of Apple's App Store toolkit for helping brands improve visibility. If you're already investing in IAEs, it's worth understanding how they can work alongside other tools, especially Custom Product Pages (CPPs), to support a more complete growth strategy.
In-App Events
  • Highlight time-bound moments
  • Promote launches, campaigns, or live events
  • Visible across all product pages
  • Maximum duration of 30 days
  • Primarily for re-engagement and visibility
Custom Product Pages
  • Designed for persistent optimization
  • Create alternate versions of your product page
  • Tailor to specific audiences or campaigns
  • No time limitation
  • Primarily for conversion optimization
If you're running paid or owned campaigns, consider how these tools can complement each other:
Use an IAE to highlight
A specific title, event, or piece of content tied to a moment in time
Use a CPP to support
Broader themes, such as targeting a genre, feature category, or user segment over time
While IAEs show across all of your product pages, not just a single Product Page, it's helpful to understand how they surface in context, especially if you're running multiple Custom Product Pages at the same time.
You don't need both to drive results. But using Apple's full set of tools in a coordinated way can help improve visibility, relevance, and conversion across the App Store.
A dedicated CPP guide is coming next, along with a broader look at how to layer these tools strategically.
Real-World Examples by Event Type
IAEs can support a wide range of marketing moments. Here's how some brands are using them in practice:
Live Event
TikTok – Community Fest: Global Kickoff
This event uses bold visuals and a time-sensitive hook to drive participation. Live events benefit from the ability to preview the event up to two weeks in advance and notify users when it goes live.
Challenge
Strava – Summer Streaks Challenge
Challenges are one of the most common IAE types. They work well for goal-driven apps that rely on consistent reengagement. The image and description make the benefit clear.
New Season
Max – The Gilded Age
Seasonal content drops are a natural fit for IAEs. This one leverages brand recognition and a familiar creative format to drive attention to new episodes.
Major Update
Duolingo – Chess is now on Duolingo
This example highlights how IAEs can drive interest from both new and existing users when tied to a unique, high-interest update.
Premiere
Behance – Squid Game
This example from Behance showcases community artwork timed to the Squid Game season release. It combines cultural relevance with a strong creative hook that aligns with the platform's design-focused audience.
Special Event -
Planta – Soilless Growing
Special events can be more niche or educational. This one supports a month-long campaign tied to a seasonal topic, reinforcing Planta's positioning as a trusted gardening resource.
Clarifying the Difference: Premiere vs. Major Update
While both event types can spotlight new features or content, they serve slightly different purposes.
  • Major Update is best used when the app itself has changed, such as a new feature, mode, or capability that enhances functionality or core value.
  • Premiere highlights the debut of a specific piece of content within the app, like an episode, show, or title, without the app experience itself changing.
If the focus is on what's new inside the app (like a fresh piece of entertainment or curriculum), use Premiere. If the app functionality has evolved, go with Major Update.
Final Thoughts
Only 24% of non-gaming apps and 40% of gaming apps launched more than five IAEs in the past year. That means most developers aren't taking full advantage of the visibility these placements offer. But for those who take the time to plan, align with broader campaigns, and use the full set of tools available in App Store Connect, IAEs provide a low-lift way to increase visibility and reinforce what matters most to your users.
24%
Non-gaming apps
Percentage that ran more than five IAEs in the past year
40%
Gaming apps
Percentage that ran more than five IAEs in the past year
75%+
All apps
Percentage that are underutilizing In-App Events
Whether you're launching something new, re-engaging lapsed users, or building momentum around a time-sensitive moment, IAEs are worth including in your planning process.
Used well, they help make sure your app shows up when and where it matters.
This guide is based on first-hand experience leading app growth and ASO strategy for global brands. I've worked directly with Apple and Google as a launch partner on their platform tools and have tested many of these practices across live campaigns and real-world launches.
References
If you're looking to run your first IAE or refine your campaign playbook, I offer audits and strategy workshops. Learn more at brassfinch.com