Mini Apps by Apple: New Battlefield for UA
Apple just made it official.
Their new Mini Apps Partner Program gives third-party mini apps an 85 percent revenue share, making it clear they’re betting on a world where distribution becomes embedded, not downloaded.
And honestly… solid, smart bet.
Why it matters
We’re already in a landscape defined by:
- Rising CAC
- Fragmented organic discovery
- Users who don’t want to download anything new
Mini Apps flip the script…
If your product can live inside an app users already open daily, you bypass download friction entirely. Apple, of course, gets to own the infrastructure layer.
This is also a perfect lure for developers: easier distribution, less friction, and a friendlier business model.
The Strategic Shift is Real
You still need a host app with real traffic. But the bigger trend is clear:
Distribution is unbundling from installation.
Apps with existing traffic can now turn themselves into mini platforms and monetize by hosting third-party experiences. No heavy dev lift. New revenue line unlocked.
Would it shock anyone if Apple eventually dropped a dedicated marketplace for embeddable apps? Not really.
For Founders & Studios
This doesn’t change your week-to-week execution. But it does open a second acquisition path alongside traditional UA.
Instead of optimizing CAC to get installs…
You could optimize partnership terms to get embedded.
Different game. Different metrics.
And for the 99 percent of apps not in the global top 1 percent revenue club, this is at least a small window of hope.
The Bigger Question
With AI browsers and agentic systems growing fast, are standalone apps even the endgame for certain use cases? Apple’s move suggests they don’t think so.
Watch for apps in your category that start to position themselves as platforms. They’ll be bundling distribution you’re currently paying a premium for.
It’s worth revisiting your UA and partnership strategy now, not when half your future users stop downloading apps altogether.
Meanwhile… Apple Enters as Google Exits
There’s also the timing.
Google just shut down Instant Apps due to low adoption. Apple is stepping directly into the same space Google abandoned.
Mini Apps aren’t native. They’re lightweight HTML5 and JS, but with full IAP support at a 15 percent fee.
Why Mini Apps could work this time
- Lower friction → better funnel performance
Historically, install-free entry points outperform on conversion and retention. - A new discovery surface
Think playable ads but inside a parent app. Tiny onboarding flows, loyalty features, mini commerce, demo content. All discoverable from the App Store. - Friendlier economics
Fifteen percent is a strong incentive, especially for game studios experimenting with snackable experiences.
If Apple executes this with their typical ecosystem polish, install-less experiences could finally break into the mainstream.
