Welcome back to This Week in Apps, the weekly TechCrunch series that recaps the latest in mobile OS news, mobile applications and the overall app economy.

The app economy in 2023 hit a few snags, as consumer spending last year dropped for the first time by 2% to $167 billion, according to the latest “State of Mobile” report by data.ai (previously App Annie). However, downloads are continuing to grow, up 11% year-over-year in 2022 to reach 255 billion. Consumers are also spending more time using mobile apps than ever before. On Android devices alone, hours spent in 2022 grew 9%, reaching 4.1 trillion.

This Week in Apps offers a way to keep up with this fast-moving industry in one place with the latest from the world of apps, including news, updates, startup fundings, mergers and acquisitions, and much more.

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Top Stories

State of Mobile 2023 arrives, consumer spending slows

Data.ai’s anticipated review of the app ecosystem, “State of Mobile 2023,” arrived this week, finding that consumer spending on apps has been hit by the same macroeconomic forces impacting the broader economy. That led to a first-time drop in consumer spending after years of record growth. However, there are some bright spots in the report’s findings. For starters, it seems that non-game apps are more resilient than games in a down economy. Though consumer spend on mobile games dropped 5% to $110 billion, spending on non-game apps increased 6% to $58 billion — driven by streaming subscriptions, dating apps and short-form video apps.

Image Credits: data.ai

The data also indicated that despite the tightening of wallets, consumer engagement on mobile continues to grow. Across top mobile markets, consumers were spending 5 hours, 2 minutes per day in 2022 using their apps, up 9% from 2020. That’s remarkable, given that 2020 was the onset of the COVID pandemic, which tied everyone to their phone and rapidly changed consumer behavior. However, there is a caveat to this news: Much of mobile users’ time is monopolized by three app categories, which accounted for half the time spent on mobile: Social Media/Communication (19.5% of total time); Entertainment/Short Video (17% of total time); and Entertainment/Video Sharing (12.7% of total time).

Image Credits: data.ai

In addition, while mobile ad spend growth will also slow alongside the economy, it will not decline. Data.ai is forecasting that mobile ad spend in 2023 will hit $262 billion, up from $336 billion this year as short video apps drive growth. TikTok, for example, became the second-ever non-game app to top $6 billion in all-time consumer spending, the report noted.

The first category — Social Media/Communication — includes WeChat, WhatsApp, Facebook, Messenger, Telegram, LINE and Discord, while the Entertainment and Short Video category is where you’ll find TikTok as well as Kwai, Vido Video, Baidu Haokan and Snack Video. The last category of Entertainment and Video Sharing includes long-form video like YouTube, YouTube Kids and bilibili.

Image Credits: data.ai

One finding that jumped out at me is that TikTok this year lost its No. 1 position on the Top Charts by Downloads to Instagram, the Meta-owned social app that has been desperately trying to clone TikTok’s feature set with Reels. Data.ai’s report indicated that Meta had a bit of a comeback this year, with Instagram bumping TikTok on downloads, though TikTok remained No. 1 by consumer spending. However, in terms of real-world use, TikTok is much further down the charts.

In 2022, the top four non-game apps by monthly active users were all owned by Facebook. In order, they were Facebook, WhatsApp Messenger, Instagram, then Facebook Messenger. TikTok was No. 5. Amazon, which was No. 5 last year, slipped to No. 7 while Telegram moved up to No. 6 from No. 7 in 2021. Twitter, Spotify and Netflix rounded out the charts.

Image Credits: data.ai

The report delves into other interesting trends related to specific categories of apps (some of which we may get into later), but one particular area of interest to us involved the detailed habits of Gen Z consumers. Unlike the top apps used by older generations, which tend to be more utilitarian and practical (think Amazon, eBay, Walmart, The Weather Channel, Waze, Ring, PayPal and others), Gen Z is still devoted to video apps, user-generated content and mindfulness apps, data.ai said. (Ah, youth!) They also have a preference for Meta’s Instagram over Facebook, TikTok, Snapchat, Netflix and Spotify.

Another trend driven by younger users was the rise of BeReal, a more authentic photo-sharing app that prompts users once a day to take candid photos of themselves and what they’re doing. Data.ai found that no other social app added more new users in the U.S. over the past five years than the 5.3 million users BeReal gained in August 2022. But the firm suggested BeReal may struggle to grow engagement since the app only asks people to use it for brief periods. However, in speaking with those close to the company, we understand BeReal is purposefully trying to build a non-addictive social app — it just doesn’t know how to monetize that sort of creation.

Another app category driven by Gen Z trends is friend-finding, which includes apps like Yubo, Hoop, Bumble (for its BFF feature), Live Talk and others.

Image Credits: data.ai

Meanwhile, in terms of gaming, the Gen Z demographic showed a preference for party, simulation and shooters, and counted Roblox as their No. 1 app. If there’s any wonder why Meta is spending billions trying to develop a virtual gaming landscape with Horizon Worlds, just look at Roblox’s growth and traction among the younger demographic. “Creative Sandbox” games like Roblox as well as Minecraft saw a global increase in time spent last year, up 25% from 2021 to 2022.

Image Credits, above and below: data.ai

A few other interesting highlights:

Image Credits: data.ai

Apple let scammy “ChatGPT” apps flood the App Store

What, no I mean, what is going on with App Review? For years, Apple has been caught off guard at times, allowing violative apps to slip through its review process to be published on the App Store until users or the media called out the mistake.

But in the case of the scam “ChatGPT” apps that flooded the App Store over the past couple of weeks, one has to wonder if Apple is even paying attention at all. ChatGPT’s maker OpenAI doesn’t offer a public API, so that should have been a red flag to reviewers about any app claiming a ChatGPT or OpenAI connection in its name or description, then charging money for access. One app, called “ChatGPT Chat GPT AI With GPT-3,” even managed to reach the Top Charts in the productivity category in multiple countries as a result of consumer demand for ChatGPT and Apple’s inattention. (The app was removed shortly after reporters, including ourselves, reached out to Apple for comment. Apple never answered our emails.)

Google Play had the same problem, but frankly, consumers expect more from Apple’s App Store. In fact, Apple’s argument against antitrust concerns, like its ban on sideloading and third-party app stores, has to do with the safety and security of its users. Apple says only it should be trusted to keep consumers safe. But surely that means Apple should also be protecting consumers from scam apps and subscription scams. But it is not.

And while no system is perfect, it seems like the apps that are at the top of the App Store’s charts — or those that quickly moved up the charts for unknown reasons — should go under an additional review by Apple, just to make sure they’re playing by the rules. Developers have long argued that Apple should be cracking down on apps with high-priced subscriptions or those that are charging users for basic utilities or otherwise free features — in other words, the apps that are profiting from scamming users. If it did so, a subscription-based app that appeared to be charging for access to a free service with a non-public API wouldn’t have made the cut.

These things aren’t hard to spot either — third-party app intelligence services can parse customer reviews for negative sentiments and keywords, so surely Apple could implement a system of its own, if it wanted to. In the case of the scammy ChatGPT apps, customer reviews called the apps fake and non-functional, warning others not to get scammed. Where was Apple on this issue? Until the media coverage, it was quietly collecting its cut of the scammers’ subscription revenues.

In other App Store news, activist investors have pressured Apple for more insight into app removals, the FT reported, but their interest lies in wanting a better understanding of when Apple acquiesces to foreign governments’ requests. The company will begin including additional information in its Transparency Report about whether removals are related to local laws and how many apps were pulled in each country.

Goodbye, Instagram Shop. Move over, Reels. 

Image Credits: Instagram

Instagram announced this week it will simplify its in-app navigation after years of confusing changes designed to push various products like Instagram Shop and Reels. The company said, starting in February, it will return the Compose button (the plus sign “+”) to the front and center of the navigation bar at the bottom of the app and it will remove the Shop tab entirely.

As a result, the Reels button will now move over to the right of Compose, losing its prime spot.

The earlier changes that had pushed Reels over Compose had been fairly controversial as Instagram users felt as if the company was forcing them to use the app’s new products at the expense of the overall user experience. Instagram defended the changes in prior years as a way to introduce users to its new products. But in more recent months, there’s been increased backlash over how far Instagram has deviated from its original mission. Even the Kardashians criticized the app for “trying to be TikTok.”

Instagram said shopping on Instagram will continue to be supported despite the removal of the tab. We’ll see.

Weekly News

Android Updates

Apple News

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Gaming

Stardew Valley screenshot

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Twitter Drama

Entertainment

Etc.

Government & Policy

Funding

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Layoffs

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