App Store Marketing Weekly – Week 35 (2026)

Summary

This week’s theme: growth is becoming more operational, whether you like it or not.

EU business terms are forcing teams to make real decisions about payments and distribution (and to own the support and measurement consequences). Meanwhile, push is still the most abused “easy win” channel in mobile, and it keeps biting teams that do not have preferences, fallbacks, and logs nailed down.

Source links (this week’s new posts):

• Apple Developer News: updated EU Developer Program License Agreement (Attachment 14) summary: /blog/apple-developer-program-license-agreement-eu-attachment-14-aug-18-2026-summary/
• Courier: 11 push platforms compared (and why push alone is not a strategy) summary: /blog/courier-top-push-notification-platforms-2026-summary/

Why this matters

1. Policy changes land as UX and support work If a change affects payments, it affects conversion, trust, and “where is my purchase?” tickets.

2. Messaging is an infrastructure problem, not a copywriting problem The fastest way to annoy good users is to treat push as a megaphone instead of a permissioned channel.

3. Measurement forks are creeping in If you have multiple payment paths or distribution contexts, your reporting needs to be explicit about what is included, or you will optimize the wrong thing.

What to do this week (tiny wins)

1. Write the EU decision memo One page. One owner. One “default path”. Your future self will thank you.

2. Pick one notification and define guardrails Trigger, max frequency, fallback channel, and the support macro for when it breaks.

3. Add a message log checkpoint If support cannot see what was sent, you will ship slower and argue more.

Internal links

• Retention and CRM guide
• Measurement and attribution guide
• Apple Search Ads guide
• ASO guide

Editor: App Store Marketing Editorial Team