The Conversations Shaping Appsforum London

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 harder to rely on.

With rising competition for users, changing privacy expectations and increasingly crowded app stores, teams are having to think beyond simply acquiring more users. The focus is shifting towards finding the right users, understanding their behaviour and building products that give them a reason to stay.

So what does a sustainable growth strategy actually look like in 2026?

Is AI really changing the app experience?

AI has moved rapidly from talking point to practical tool, but the bigger question is what it means for the products users interact with every day.

From personalised experiences and smarter discovery to AI-powered features and new ways of building apps, there is huge potential. But with the hype comes an important challenge: where is AI genuinely improving the user experience, and where is it simply being added because everyone else is doing it?

The industry is still working out where the real opportunities lie.

What does retention look like in 2026?

Getting someone to download an app is one thing. Giving them a reason to keep coming back is another.

With consumers facing an endless stream of apps competing for their attention, retention is becoming increasingly important. Successful apps need to understand not just what users want, but what keeps them engaged over the long term.

That means better experiences, smarter personalisation and a much deeper understanding of user behaviour.

Can monetization and user experience coexist?

For app businesses, monetization is essential. For users, too much monetization can quickly become a reason to leave.

Finding that balance is becoming a major challenge as businesses experiment with subscriptions, advertising, in-app purchases and hybrid models.

The question isn't simply how can apps make more money? It's how can they build sustainable revenue without compromising the experience that attracted users in the first place?

What will define the next generation of apps?

Perhaps the biggest question of all is what comes next.

Technology is changing rapidly, but so are consumer expectations. The apps that succeed in the years ahead won't necessarily be the ones with the most features or the biggest budgets. They'll be the ones that understand where users are heading and adapt quickly enough to meet them there.

From AI and personalisation to new approaches to growth, retention and monetization, the next generation of apps is already taking shape.

And these aren't just conversations for the future. They're conversations happening right now across the industry.

Take the conversation to London

For two days, Appsforum London will bring together the people working across the app ecosystem to share ideas, challenge assumptions and explore what's next.

Because the most valuable conversations aren't always the ones you expect to have.

Appsforum London takes place 7–8 September. We’ll see you there.