The Google Play A/B testing feature first launched in 2015, so to some extent Apple are playing catch up when it comes to introducing their own testing tools. According to Apple’s announcement, developers will be able to test up to 3 different types of metadata to understand which version works best for visibility, conversion and acquisition. Creative testing (icons, screenshots and app previews), will also be included, with tests able to run for up to 90 days. App owners will be able to conduct A/B tests globally or in specified locations depending on the download numbers for their app.
In terms of what this means for ASO, Apple has an opportunity to move ahead of Google Play, especially if they can offer more reliable results. Since its launch, Google has often been criticised for their variable results and unreliable confidence rating. If Apple can take advantage of this, it will mean a change in strategy for App Marketers, who may now favour iOS as the platform to conduct regular testing.