Apps
TikTok Opens New Doors for App Developers

Last month TikTok held its first Apps Summit, a major Mobile App industry event, in Istanbul, Turkey. The Summit was attended by more than 120 attendees, ranging from founders of leading app publishing houses, senior marketing leads, app analytics experts and representatives of the VC+PE ecosystem, in addition, to TikTok’s subject-matter experts and market-leading partners. Over two days of the event, subject matter experts from TikTok gave inspiring and impactful updates about the company’s products and creative solutions, as well as giving a comprehensive introduction to Symphony, its latest suite of generative AI marketing tools. These updates, coupled with TikTok’s strategic observations, unlocked a path of growth avenues for App Publishers through global expansions and community integration.
“The global Mobile App industry has been experiencing exponential growth, with the number of Apps covering all sorts of consumer needs expanding by the day. As the competition in this space grows, we held the first-ever TikTok Apps Summit, bringing together pioneering figures from the industry, shedding light on global growth opportunities, and providing a space for them to collaborate, share expertise and learn about some of the best examples of successful growth strategies,” commented Shadi Kandil, General Manager, Global Business Solutions, Middle East, Turkey, Africa, Central and South Asia, TikTok.
An insightful deep dive into industry intelligence with Sensor Tower, an enterprise focusing on insights and analytics for Mobile Apps globally, showed:
- Users are becoming more selective and are close to finding sweet spots of apps that are worth their time and money. Data shows that over the last 5 years, there’s been a deceleration in app installs (only 5% CAGR) while spending on apps keeps growing year on year by 27% CAGR.
- Apps need to diversify their monetization strategy across subscriptions and one-time purchases: getting a download or a conversion is not the end of the road. Apps can maximize ARPU (Average revenue per user) by retargeting their users with add-ons and enriching their in-app experience.
- Adding AI features to an app leads to an immediate spike of a 12% increase in revenue.
“On TikTok, content is curated based on what communities find entertaining. TikTok community has a diverse range of interests and a high level of engagement, which encourages them to contribute and join conversations – and brands can use this perfect blend for their benefit. Communities play a significant role in driving stronger adoption, by adapting to the authentic behaviors of people living in a highly informed and interconnected digital world. They seamlessly tackle the phases of the decision journey, but more importantly, the in-between phases,” the company claimed.
Firstly, between awareness and consideration, communities provide social proof: an app is only worth my time and money if it’s worth other people’s time and money. Doubling social proof leads to double the downloads. As users learn about the app’s selling proposition, and before they actually convert, communities help them understand how the app fits their lifestyle and needs: an app earns its slot on my home screen if it earns its slot in my daily life. Data shows that creator collaborations lead to an increase in purchases by 3.5 times.
Finally, what TikTok has shown time and again, is the ability of its communities to turn apps into sensations through orchestrated virality: an app deserves my advocacy only if it’s part of a larger conversation. Leveraging content engagement and virality can lead to a 2.5x increase in revenue. Community performance, that TikTok uniquely offers, significantly impacts results across the conversion funnel. TikTok shared cases of brands who unlocked the influence of communities and how they were able to increase conversion rate by 41%, decrease customer acquisition cost by 18% and boost overall quality lead-generation by +22%. The more brands deploy and leverage the communities, the bigger their addressable audience and the more cost-effective and efficient their strategy is.
During the event, TikTok gave an update on its recently introduced range of creative product suites called Symphony, which helps businesses of all sizes, creators and agencies blend human imagination with AI-powered efficiency to scale content development, creativity, and productivity on TikTok. Now app companies can maximize their return on creativity: with ideation, script generation, avatar video generation and dubbing to 10+ languages and dialects, Symphony Studio drives efficiencies across the entire production process, while ensuring videos are TikTok-optimized.
“TikTok works closely with app businesses to find opportunities and create strategies not only to capitalise their initial markets but to expand globally. The platform helps businesses understand which markets show the best potential for them, learn consumers’ needs and preferences to better inform the strategy, localise their app creatives to resonate with consumers and, finally, apply best practices in order to drive tangible results,” the company said.
The approach to a successful geographical expansion strategy on TikTok consists of 4 steps:
- Identifying the markets that work best for the brand
- Understanding everything about the relevant TikTok communities in the targeted countries: from digital shopping habits
- Localising creative assets
- Optimising performance by testing new audiences, refreshing creatives and adapting offerings

Apps
Meta Deploys Facial Recognition Tools Against Scams in MENA

Meta has announced the deployment of advanced facial recognition technology across its platforms in the Middle East and North Africa (MENA) region. The new measures aim to proactively detect and prevent “celeb-bait” scams and offer a faster, more secure method for users to recover compromised accounts.
The facial recognition system is specifically designed to identify and automatically block deceptive advertisements that misuse and alter images of public figures. These fraudulent ads often lure users to scam websites where they are prompted to share personal information or send money. By comparing images in suspicious ads against the profile pictures of celebrities and public figures on Facebook and Instagram, the system can swiftly remove confirmed instances of fraudulent content.
Importantly, Meta emphasises that any facial data generated from ads for this comparison is immediately deleted after the one-time check, regardless of a match, and is not used for any other purpose. Public figures in the MENA region will be automatically enrolled in this protection but retain the option to opt out. This initiative underscores Meta’s commitment to tackling scams that exploit the likeness of well-known individuals to deceive users.
In a parallel effort to enhance account security and recovery, Meta is introducing a video selfie verification feature. This new tool will allow users attempting to regain access to potentially compromised accounts to verify their identity by uploading a short video selfie. The system will then compare this video to the user’s existing profile pictures – a process akin to facial recognition used for device unlocking. This streamlined verification method aims to significantly reduce the time users are locked out of their accounts while providing a more robust security measure against unauthorised access compared to traditional document-based verification.
Similar to the scam detection process, Meta assures users that any facial data utilised for account recovery through the video selfie feature is deleted immediately after the verification process is complete. The data is encrypted during the process and is never retained or repurposed for any other use.
Basma Ammari, Director of Public Policy, MENA at Meta, emphasised the critical need for these measures, stating, “Scams that misuse someone’s image aren’t just misleading; they can be devastating, causing significant emotional and financial harm. We’ve heard directly from public figures and everyday users across the MENA region about the distress these scams cause. That’s why we’re investing in technologies like facial recognition to proactively catch these scams and prevent them from spreading, and enhancing our verification tools to ensure users can quickly regain access to their accounts. These updates are part of our commitment to building a safer and more trustworthy online environment, specifically addressing the growing threat of identity-based scams in the region.”
Apps
Skype is Shutting Down in May 2025

Microsoft has announced the impending retirement of Skype for Business Online, with the service set to be discontinued on May 31, 2025. This move completes a years-long transition toward Microsoft Teams as the company’s flagship communication platform.
The decision reflects Microsoft’s strategic shift toward its more modern collaboration tool, which has seen explosive growth since its 2017 launch. Teams now boasts 320 million monthly active users and offers deeper integration with Office 365, advanced AI features, and enterprise-grade security capabilities that have made it the preferred choice for business communication.
Businesses still using Skype for Business Online must complete their migration to Microsoft Teams before the May 2025 deadline. Microsoft has emphasized that this change only affects the business-oriented Skype service, while the consumer version available at skype.com will continue operating without interruption.
For organizations running on-premises Skype for Business Server deployments, the software will remain functional but will no longer receive updates after the retirement date. Microsoft is encouraging its customers to make the transition to Teams to take advantage of ongoing innovation and security updates.
To facilitate the transition, Microsoft has provided comprehensive migration resources including step-by-step guides and training materials. The company recommends that businesses begin their migration process early to ensure a smooth transition and allow adequate time for employee training on the Teams platform.
The retirement of Skype for Business Online marks the end of an era for what was once a pioneering VoIP service. Microsoft acquired Skype in 2011 for $8.5 billion, but the platform has gradually been eclipsed by more modern alternatives. While some users may feel nostalgic for the familiar interface, Microsoft positions Teams as offering significantly enhanced collaboration features that better meet the needs of modern hybrid work environments.
Apps
iOS 18.4 Brings 3 Major Upgrades to Apple CarPlay

Apple’s latest iOS 18.4 update, released earlier this month, introduced several new features—including Siri language expansions, an Apple News recipe section, and an Ambient Music option. But for drivers, the real highlight is the trio of upgrades to Apple CarPlay, making the in-car experience smoother and more intuitive.
More Apps at a Glance (For Bigger Screens)
As spotted by 9to5Mac, iOS 18.4 now supports a third row of app icons on CarPlay for vehicles with larger infotainment displays. Previously limited to two rows, this change maximizes screen space without awkwardly enlarging icons.
Not all cars benefit yet—smaller displays (like an 8-inch screen) still show the standard two rows—but it’s a smart tweak for drivers with expansive dashboards. Less menu-swiping means more time keeping eyes on the road.
Live Sports Scores on the Go
Sports fans can now check real-time scores directly through CarPlay. While currently limited to score updates (no live streaming or play-by-play), Apple has released an API for developers, hinting at deeper sports app integration—possibly even tie-ins with Apple Sports—in future updates.
EU Drivers Can Finally Ditch Apple Maps as Default
Following regulatory pressure, EU users can now set third-party navigation apps (like Google Maps) as their CarPlay default. Just say, “Hey Siri, take me home,” and your preferred app handles the route—no extra taps needed.
Small Changes, Big Convenience
None of these upgrades reinvent CarPlay, but they refine it—prioritizing quick access, personalization, and safety. With rumors of a next-gen CarPlay still brewing, Apple seems committed to keeping its in-car system ahead of the curve. Want the latest CarPlay features? Head to Settings > General > Software Update to download iOS 18.4.
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