Why Do Marketers and Devs Ignore Free Tools?
Apple's new pricing plan highlights a potentially larger issue: marketing and dev teams underusing free tools to help their product grow.
Apple just announced a new tier structure for the EU App Store. While it was designed for EU compliance, it’s raised a much bigger question:
Why aren’t more developers, and marketers, taking advantage of the free tools built to support growth?
Vocal marketers and product teams often discuss cost, resourcing, and awareness, but the Tier 1 rollout put something into focus:
Many small developers may end up opting into a plan that removes access to CPPs (Custom Product Pages), in-app events, and store analytics. These tools are free. And yet for many apps, it won’t matter. Because they weren’t using them anyway.
Which leads to the question: Is ASO (App Store Optimization) seen as too expensive? Too complicated? Or just not worth revisiting once the app is live?
Let’s break it down.
Search Ads aren’t the same as ASO.
Apple Search Ads (ASA) do require spend. That’s often where people’s mental model of ASO ends. But that misses the entire organic layer:
In-App Events are free and can boost reengagement
CPPs are free and, while they’ll soon be indexable for organic keyword traffic, they already support optimization across owned and paid channels outside the App Store
Product page assets (copy, visuals, prioritization) are a conversion lever
On Google Play, Custom Store Listings allow organic keyword targeting by audience segment and have been around for months. These aren’t just tools for acquisition teams. They’re also levers for:
Retention (targeting lapsed users)
Personalization (by region or behavior)
Testing new positioning before a full rebrand
Why are free tools so often ignored?
This question isn’t just about App Store tools. It applies to almost every growth platform marketers and developers work with.
So why do so many of us leave free tools sitting on the shelf?
Cognitive bias toward complexity: If it’s free or simple, we subconsciously assume it’s not as valuable as the thing that costs more or takes longer.
Triage culture: Many product and marketing teams are stretched thin. If it’s not broken, it’s not touched, even if it could be improved.
Tool ≠ execution: Even when a team knows a tool exists, they may not have the time, process, or confidence to use it well.
Too much noise: New features roll out constantly. Without intentional time to review what’s available, most of us miss what’s already at our fingertips.
This creates a blind spot. And Apple’s Tier 1 rollout, whether adopted by thousands or not—is just the latest spotlight on it.
This might reflect a bigger gap.
But many teams still treat store presence as static. Launch it, then forget it.
This isn’t just an Apple issue. It could point to a broader product marketing gap. Whether you’re in mobile, web, or ecommerce, growth tools often exist, but it’s possible that many teams aren’t using them to their full potential.
If you truly don’t plan to use ASO tools, then yes, Apple’s new plan might make sense. No need to pay for features you’ll never touch.
For context: Apple’s new EU Tier 1 pricing option reduces the commission on in-app purchases, but removes access to certain App Store Connect tools, like in-app events, CPPs, and advanced analytics. It’s aimed at small developers who use Apple’s payment system but don’t rely heavily on growth features.
But if the only reason you're not using these tools is because:
You didn’t know they were free
You thought ASO = paid ads
Or you’ve deprioritized it for too long
Then the problem isn’t pricing. It’s education. Enablement. Prioritization.
And that’s something both platforms and marketers need to take seriously.
Because a static growth presence, whether it’s your product page, landing page, or onboarding, is a leaky bucket. And using even one free tool each quarter can make a difference.
A few recommendations before you go:
Not every team can afford a full ASO strategy. But that doesn’t mean the only option is to do nothing. If you're working with limited time or budget, consider this quarterly approach:
Use a tool like AppTweak for one quarter at $79/month
Refresh seasonal assets
Update keywords
Test 1–2 CPPs
Even small updates can help protect visibility and sharpen your store presence. And this mindset can apply beyond the App Store too: How often are you optimizing your landing pages, onboarding flows, or email series?
What I’m curious to hear:
If you're on a small team: What’s stopping you from making updates? And if you are investing in platform-native growth tools: What cadence and tools are working best for you right now?
If you’re a marketer or developer not yet using these free tools, whether in the App Store or beyond, I’d love to hear what’s holding you back—or what might help you start. Hit reply or leave a comment.
I love your perspective, and your earlier note makes a lot more sense to me now. Thanks for this great piece.
One thing did sting though: "If it’s free or simple, we subconsciously assume it’s not as valuable as the thing that costs more or takes longer." This is spot on!
What I’ve observed, though, is that this bias goes beyond subconscious—it sometimes feels deliberate. There’s a kind of sophistication signaling that happens inside organizations, where the goal isn’t to impress clients, but to impress colleagues (or dismiss them).
Suggesting a free tool that works can be seen as naïve or low-status, while proposing something more complex, expensive, third-party-integrated, and difficult to implement becomes a badge of thought leadership. Sometimes all of the above in one move!
Have you noticed this in your experience?