OpenAI released their new ChatGPT chatbot this week, and there are a lot of impressive examples floating around already.

I'm still thinking through practical tie-ins to mobile app growth (though I highly recommend trying the prompt write a love song to SKAdNetwork 4.0), but generative AI is clearly paradigm-shifting technology. If you have ideas, hit reply — I'd love to hear them!

Back in more mobile-related topics, can you spare 10 minutes to help our team with the 2022 Mobile Growth survey? We're looking to answer questions like:

  • What are the major challenges in mobile growth today, and how will we overcome them?
  • What are the best strategies for acquiring and retaining app users?
  • What are the most important lessons learned from the best mobile campaigns of the year?

Once you fill it out, you'll be among the first to get the report and we'll send you a gift from the Branch team!

Alex Bauer


How is the SKAdNetwork 4.0 rollout going?

The bad news is that so far, there's no live SKAdNetwork 4.0 traffic flowing through the pipes. But the good news is that at least your MMP most likely isn't going to be the blocker:

  • Singular: new SDK is available; other updates coming soon.
  • Adjust: new SDK is ready; other updates expected in early 2023.
  • Branch: updated SDK, dashboard reports, and configuration tools are all ready to go.
  • AppsFlyer: no announcements yet.
  • Kochava: no announcements yet.

If you're excited about the potential of SKAN 4.0, now is the time to go tell your ad network partners that support is important!

Interesting Reads

Industry Buzz

Walled Gardens

A new deluge of attention on the App Store Tax

Readers of this newsletter will already be very familiar with the ongoing saga of app store commision rates. But that's not the case for the general public, and this week brought a new round of high-profile piling on, all via Twitter within the space of about 72 hours:

"Did you know Apple puts a secret 30% tax on everything you buy through their App Store?" — Elon Musk

"Four years ago, we filed a complaint detailing @Apple’s anticompetitive practices […] So how much longer will we look away from this threat to the future of the internet? How many more consumers will be denied choice? There’s been a lot of talk. Talk is helpful but we need action." — Daniel Ek

"You might have noticed you can't send NFTs on Coinbase Wallet iOS anymore. This is because Apple blocked our last app release until we disabled the feature." — Coinbase

"If they can lawfully add a 30% Apple Tax to all NFT transactions, then they can lawfully add a 30% Apple Tax to all online banking and stock trading transactions. The App Store monopoly is seizing control of the American economy. Apple must be stopped!" — Tim Sweeney

Of course, most of this isn't just specific to just iOS — Apple is just a higher-profile target than Google for this topic. And while none of these tweets will be enough to make Apple reconsider anything, they've certainly raised the stakes even further.

Privacy & Security

Tips & Techniques


The Encore


Who’s Hiring?

Do you have a mobile growth role you’d like to share with the community?
Just fill out this form — it’s free!