Alex Austin is an app developer and the CEO and co-founder of Branch, the popular mobile deep linking platform used by over 24,000 apps including Airbnb, Pinterest, Yelp and more to power mobile growth and a consistent mobile user experience across channels.
In its move to patch a security hole as part of the iOS 10.3 release, Apple has introduced (yet) another redirection mechanism that developers must handle when attempting to implement mobile deep-link routing (i.e. the mechanism to route users to a specific page inside a mobile app, rather than the App Store or app home page).
This redirection instance has introduced additional friction to the app download and reopening process, and data shows that it has decreased conversion rates on iOS 10.3. This post examines the issue in detail and discusses solutions to help developers fix it.