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Web funnels aren’t just a way around the App Store fee. Learn how to build a web-to-app funnel that turns interest into intent and converts.

Music discovery has never been easier, yet some of the best musical finds still come from other people. Music League is built around that idea, combining themed playlists, friendly competition and social interaction to help people discover music they might otherwise never hear. What began as a game among a dozen coworkers in central Iowa has grown into a platform with more than a million registered users, driven entirely by word of mouth. We spoke to founder and CEO, Eric Wes

Most businesses have spent twenty years designing their online presence for two kinds of visitor: people and search engines. A run of announcements from Meta this week points to a third kind turning up sooner than expected: AI agents doing errands for the people who own them. How fast this is moving Muse, Meta's consumer agent, landed on iPad only weeks after its iPhone release. For comparison, Instagram users waited roughly a decade and a half for a proper iPad app. AppMagic

Is the app dead? No it’s not but it has moved on. It's a question that is deliberately provocative but the role of the app is changing. What once was the centre of the customer journey is now becoming part of a much wider ecosystem. As contributing factors such as AI reshape how people discover, interact and buy from digital products, it is becoming harder to ignore. At Appsforum London 2026, Peggy Ann Salz, Content Strategist and Founder of MobileGroove, Veronica Lee, Global

For years, mobile growth has been built around a simple equation: acquire users, convert them and keep the funnel moving. But as customer acquisition costs continue to put pressure on app businesses, there is a growing realisation that the most expensive user might not be the one you fail to acquire, it could be the one you acquire and then lose. When every install comes at a cost, churn has consequences far beyond a shrinking user count. Acquisition doesn't end at the instal

And just like that, Appsforum London 2026 has come to an end! Over two packed days, senior app growth and revenue leaders came together to tackle the challenges shaping one of the world’s most competitive mobile markets. With 500+ app developers, publishers, marketers and industry experts and 60+ leading speakers, there was plenty of opportunity to learn, connect and share what’s really working in the world of apps. Two days focused on sustainable growth This year’s conversat

The app industry is moving fast. User expectations are changing, acquisition is becoming increasingly competitive, and new technologies are creating opportunities while raising just as many questions. As the industry comes together at Appsforum London on 7–8 September, these are some of the conversations likely to be at the heart of the event. Where does sustainable app growth come from now? Growth has never been straightforward, but the traditional playbook is becoming harde

Web2App funnels are becoming an increasingly important part of mobile growth. Instead of sending users straight from an ad to the App Store, brands can use the web to build intent, personalise the experience and qualify users before asking them to install. But every extra step creates another opportunity for users to drop off. In 2026, the challenge isn't simply getting users into the app. It's understanding where intent disappears between the first click and revenue. Where a

AI is everywhere and something that is becoming increasingly prominent within the apps industry. As the conversation develops, however, the questions facing leaders are becoming more difficult and more important. It is no longer enough to ask “How can we use AI?” The real questions are: Are we building what users actually need? Is AI creating genuine value? And what happens to the app itself when AI starts changing how people discover, choose and use products? At Appsforum Lo

It is safe to say that consumers are now feeling the weight of subscriptions. From streaming services and fitness apps to productivity tools and mobile games, default payments have become the standard business model for digital products. However, the cost of living is increasing and many people are watching their monthly spend. Consumers are becoming more selective about where they spend their money and as a result, subscription fatigue is becoming one of the biggest problem

Building products that people genuinely want to come back to is one of the biggest challenges facing app businesses today. Ahead of his session at Appsforum, we spoke with Dan Kessler, COO of The Mind Company about why sustainable engagement starts with product value, how gamification can encourage lasting behaviour change, and why the future of growth depends on creating experiences users choose to return to, not just clever acquisition strategies. Q: For those who may not

App monetization has for years been treated as a straightforward process: optimise your subscription funnel, improve ad yield or increase in-app purchase conversion. However today's app economy has evolved. Appsforum London is bringing together the leaders shaping the future of app monetization. Across two days, attendees will hear from the brands, platforms and experts redefining how apps acquire, retain and monetize users. Here are five of the biggest conversations we're ex

You can tell when an ad is AI…right? AI has transformed marketing over the last few years, teams are now able to generate ad copy, video concepts and creative variations in minutes. More ideas can be tested than ever before and for app marketers, this offers huge opportunities. Testing increases, optimisation is faster and so is the ability to react quickly to trends. However the question now arises: how do you scale production without losing authenticity that drives instal

The app economy is growing year after year. The industry is being reshaped by rising acquisition costs, stricter privacy regulations, changing consumer expectations and the rapid adoption of AI and these factors are changing how apps grow. As we prepare for the next edition of Appsforum London, these are the five trends that are at the forefront of app development. Whether you're focused on user acquisition, retention, monetisation, or product strategy, our Appsforum agenda w

On the surface, retention seems like a simple game: users leave, so the goal is to bring them back. However, at scale, retention is a lot more complicated. Users disengage at different points and for a wide range of reasons. It is imperative that companies are solving the right problem and targeting these moments. At Sweatcoin, User Engagement Lead, Adele Marevery, has seen this challenge firsthand. With hundreds of millions of downloads and millions of daily active users, th

San Francisco remains one of the world's most influential hubs for app innovation, bringing together founders, operators, investors, and platform teams who are shaping the next generation of mobile technology. From breakthrough AI applications and subscription growth strategies to advances in user acquisition, monetisation, and engagement, the city continues to set the pace for the global app ecosystem. Ahead of Appsforum SF, we've created a short guide exploring why San Fran

Growth leaders took the stage at Appsforum last year to discuss user journey, and more specifically Web2App. One thing was clear among the discussions: there was no single definition of success. While some teams were building long onboarding journeys designed to qualify users before they ever reached the App Store, others were removing every possible point of friction, believing the shortest path would always produce the best results. Some were monetising on the web before dr

At AppsForum Lisbon, leaders including Cristian Rotari (Zing Coach), Julie Buzhynskaya (Impala Studios), Sebastian Reyes Diaz (Flink), Marcus Burke (Meta & App Growth Consultant), Mikayel Mirzoyan (Flo), and Léa Samrani (Aperture) shared how the app growth playbook is rapidly evolving. From hybrid monetization to AI-driven acquisition and lifecycle-led retention, this report captures the key strategies shaping how top teams scale today. Click here to download the full report.