Lital Castel
28 August 2025
Moburst’s Mobile Marketing Roundup is back to give you a trusted insider’s view, cutting through the noise to deliver the insights that matter most. Looking back at Summer 2025, we’ll show you what happened, why it’s a big deal for your brand, and most importantly, what you need to do about it. So without further ado, let’s get into it!
Industry News
The headlines this summer weren’t just about new products; they were about the maturation of an industry. The conversation around AI shifted from hypothetical awe to practical application, while a global regulatory dance continued to redefine the rules of engagement.
GPT-5 Arrives, And After Much Anticipation… It Bombed.
The headlines this summer were dominated by the release of GPT-5, a moment many in the industry had been holding their breath for. But instead of a triumphant leap forward, OpenAI’s latest model arrived with a thud heard around the world. The story of its launch is not one of a technological marvel, but of a marketing and product management misstep that sent shockwaves through the AI community.
The backlash was swift and brutal. Users on Reddit and X (formerly Twitter) were not just disappointed; they were furious. The consensus was that GPT-5, far from being a revolutionary upgrade, felt like a downgrade for many core use cases.
The complaints were consistent and damning: the model was slower, less creative, and had been stripped of the unique, almost “human-like” personality that had endeared its predecessor, GPT-4o, to millions. What was once a witty and engaging creative partner now felt like an “overworked secretary”—a bland, generic tool that sacrificed charm for a perceived increase in efficiency. Sam Altman himself later admitted they “totally screwed up” the launch.
But the issues went deeper than a mere change in tone. For developers and power users, the release was a functional disaster. OpenAI had unceremoniously deprecated older, more reliable models like GPT-4o and o4-mini without warning, forcing everyone onto the new, buggy system.
This single move broke countless established workflows and left paid subscribers feeling betrayed. Users who relied on the models for coding or complex reasoning reported a sharp decline in performance and a frustrating new set of limitations, including restrictive message caps that felt like “AI shrinkflation.”
The hype from CEO Sam Altman had set expectations for a monumental shift, but the reality was a product that, in many ways, was less capable and more restrictive than what had come before.
The Takeaway: The GPT-5 fiasco is a masterclass in what not to do. For every brand, every tech company, and every app owner, the lesson is clear:
- Don’t Break Workflows: Never yank a product or feature that your power users depend on without a clear, gradual migration path. They are your most valuable advocates, and their trust is hard to earn back. Give them options, not ultimatums. For mobile apps specifically, consider implementing A/B testing strategies before major updates.
- Manage the Hype, Then Deliver: Overpromising a “next-gen” revolution and then delivering a buggy, flawed product is a surefire way to erode user trust. Let your product’s performance speak for itself, and focus on incremental improvements that genuinely enhance the user experience.
- Respect User Experience Beyond Performance: The user backlash wasn’t just about technical bugs; it was about the loss of a “personality” and a feeling of partnership. For any product with a conversational interface, remember that the emotional connection users form is a critical feature. This is especially crucial for apps implementing AI features.
The Walls Come Down—Instagram Breaks into Search
For years, Instagram has been a self-contained ecosystem where content lived and died within its own algorithm. Discovery was confined to follower feeds, hashtags, and the Explore page. But that all changed this July in one of the most significant—and quietest—updates of the year.
Starting July 10, 2025, Instagram began allowing public content from professional accounts to be indexed by search engines like Google. This is a game-changer of seismic proportions.
Now, a Reel you posted, a carousel of your latest products, or even a well-captioned photo can appear directly in Google search results, reaching users who aren’t even on the platform.
According to recent data, over 600,000 Instagram Reels are already indexed by Google, with the platform showing strongest SERP visibility around position 4. This update completely redefines the role of Instagram for brands, transforming it from a mere social engagement platform into a powerful, organic SEO tool. The lines between your social and SEO strategies have not just blurred; they have effectively merged.
The Takeaway: Your New SEO Playbook
Your brand’s Instagram content now has a lifespan that extends far beyond a 24-hour story or a fleeting feed post. It can now generate evergreen organic traffic for months, or even years, to come. Here’s what you need to do to capitalize on this:
- Treat Every Post as a Mini-Landing Page: Every caption is now a meta description. Start writing captions with search intent in mind, using keyword-rich language that is both natural and descriptive. Your caption should clearly communicate the value of the post and why a searcher should click on it. Learn how to optimize your social media for conversions.
- Embrace Alt Text: Use the alt text field to describe your image with relevant keywords. This gives Google’s algorithm crucial context, helping your visuals rank in both web and image searches.
- Align Your Teams: Your social media team and your SEO team must be integrated. Social media content should now be informed by keyword research, and your SEO team should monitor how your Instagram content is performing in search results. Discover how to build an integrated mobile marketing strategy.
- Audit Your Archive: This update is retroactive. Posts from professional accounts dating back years are now eligible to be indexed. Go back to your highest-performing or most valuable posts and update their captions and alt text to give them new life in search. Consider conducting a comprehensive app store optimization audit alongside your social audit.
App Store Updates
Apple’s updates this quarter were a blend of big-picture policy adjustments and subtle but significant developer tool releases. The common thread? A continued push for a more transparent, secure, and developer-friendly ecosystem, particularly in response to regulatory pressure and the need to maintain user trust.
Apple Opens the Door to External Payments and Promotions
Apple announced a major policy change that will redefine commerce for European app developers. Starting this month, developers can now communicate with users about offers and purchases outside of the App Store. This is a monumental shift, as it creates an open channel for brands to drive users to their own websites or alternative marketplaces for digital goods and services.
This is not a free pass, however. New business terms will apply to these transactions, including a Core Technology Commission (CTC) that will replace the previous Core Technology Fee (CTF) for all App Store, web-distributed, and alternative marketplace sales by January 2026.
The fee structure includes an initial acquisition fee of 2% for new users, and ongoing service fees ranging from 5-13% depending on the tier selected. Still, the new flexibility is a welcome change for brands seeking to lower their transaction fees and maintain more direct control over their customer relationships.
What to do now: If your brand operates in the EU, you need to revisit your monetization strategy immediately. Explore how you can leverage this new flexibility to reduce platform fees and build stronger relationships with your customers by directing them to your own commerce channels. Consider implementing user acquisition strategies that take advantage of these new payment options.
Apple Releases New UI Kits for iOS & iPadOS 26
For designers and developers, the release of the new Apple UI design kits for Figma and Sketch for iOS and iPadOS 26 was an exciting milestone. These kits, updated to reflect the new “Liquid Glass” design ethos introduced at WWDC25, provide a powerful set of tools to ensure your app is visually cohesive with the latest Apple operating systems.
The kits include comprehensive sets of components, templates, and styles that make it easier than ever to design beautiful, native-feeling apps. The focus is on a streamlined, intuitive user experience that aligns with Apple’s continued push for seamless integration across its device ecosystem. The Figma community already has multiple versions available, with Apple’s official version being the most comprehensive.
What to do now: Take the time to download and review these new UI kits immediately. Integrating the latest design patterns will not only improve your app’s user experience, but it will also signal to users that your brand is modern and committed to quality. Consider working with professional app designers to ensure your app meets Apple’s latest standards.
Apple Updates Age Ratings
Apple also rolled out an important update to its age rating system, introducing more granular ratings of 13+, 16+, and 18+ to supplement the existing 4+ and 9+ options. Given the rising prevalence of AI-powered assistants and chatbots within apps, this update is intended to preserve a safe environment for users of all ages, and to reduce the risk of exposure to sensitive content. Apple is now requiring developers to answer a set of mandatory questions to help determine the most appropriate rating for their app, with a deadline of January 2026.
What to do now: Take action right away – don’t wait until the deadline. Review your app’s content, features, and functionality—especially any AI-driven elements—and ensure you are accurately and proactively providing the necessary information to assign the correct age rating. This is a matter of compliance, brand trust, and user safety.
Play Store Updates
Google’s updates this quarter mirrored Apple’s in many ways, with a focus on adapting to global regulatory changes and providing powerful new tools for developers.
Google Loosens Play Store Rules
In response to ongoing pressure from the EU and its Digital Markets Act, Google agreed to loosen its Play Store restrictions, giving developers more freedom to direct users to external links for purchases and digital subscriptions. Developers will now have more control and flexibility over their monetization strategies on Android in the EU.
Google’s new External Offers Program introduces a two-tier fee structure: an initial acquisition fee (5% for subscriptions, 10% for other digital goods) limited to 2 years, plus ongoing service fees that developers can opt out of after the initial period. This shift is part of a larger trend that has also seen other major tech companies, like Meta, face substantial fines for similar violations, underscoring the seriousness of this new regulatory landscape.
What to do now: Brands operating in Europe should begin planning for a multi-channel monetization strategy, leveraging the newfound freedom to promote their own web-based or alternative payment options. This is your chance to reduce fees and capture more direct revenue. Explore advanced monetization strategies that take advantage of these new rules.
Android Partner Device Labs Are Here
For Android developers, the most exciting news from Google was the stable release of Android Device Streaming with new Android Partner Device Labs. This feature, available in Android Studio Narwhal Feature Drop, allows developers to test their apps on a wide variety of remote, physical devices hosted in Google’s data centers.
This is a massive step forward from the days of emulators or maintaining a huge library of physical test devices. Developers can now access real phones from leading OEM partners, including Samsung, Xiaomi, OPPO, OnePlus, and vivo. This ensures your app is optimized for the devices your users actually own, not just Google’s Pixel lineup. The service offers a generous free usage quota, making high-quality, real-world testing accessible to even the smallest development teams.
What to do now: If you are developing an Android app, you can and should integrate Android Device Streaming and the Partner Device Labs into your QA process immediately. Testing on a diverse range of physical devices will catch bugs and UI issues that emulators miss, leading to a more stable app and a better user experience.
Ready to capitalize on these changes? Contact Moburst to develop a strategy that leverages these new opportunities for your brand’s hypergrowth!
Lital Castel
Lital is Moburst’s Content Manager & Email Marketing Specialist. She specializes in coming up with engaging ideas and research to capture the trendiest topics in the digital and mobile marketing world. She is passionate about productivity and optimizing your day, but you can probably find her playing video games while cuddling with her dog on the couch to wind down at the end of a long day.
