The Disappearance of Standardized App Store Buttons
How platform branding gave way to custom UI in app download flows
1The era of standardized badges
Throughout the 2010s, nearly every mobile website featured identical 'Download on the App Store' and 'Get it on Google Play' buttons. These platform-provided badges became so ubiquitous they appeared in print ads and brochures, with their graphics and functionality strictly controlled by Apple and Google. The standardized look created instant recognition, serving as a universal call-to-action for app downloads across the web.
2Platform guideline evolution
Apple's 2013 marketing guidelines required pre-approval of all promotional materials, including websites, with a 5-business-day review window. The rules mandated specific iOS button usage. Today's guidelines are far more flexible, eliminating mandatory reviews and expanding to support multiple Apple platforms (Mac, Apple TV, Vision OS). This loosening of restrictions gave developers freedom to create custom download buttons that better match their brand aesthetics.
3The shift to branded CTAs
Modern websites increasingly replace platform badges with custom-designed primary buttons in their brand colors. Signal uses its signature blue, while gaming sites like Diablo Immortal integrate download prompts into their thematic designs. This shift reflects broader UI trends where familiar interactions no longer require standardized visual cues, allowing brands to maintain consistent aesthetics throughout user journeys.
4Platform control vs brand expression
The change represents reduced platform control over developer marketing materials. Where Apple and Google once enforced strict button designs, they now offer optional badge assets. Developers gain creative freedom but lose the instant recognition of official badges. Some apps like Telegram have eliminated buttons entirely, using device mockups that dynamically reflect the user's OS.
5User sophistication drives change
As mobile users became more experienced, the need for standardized download indicators diminished. Similar to how skeuomorphic design faded, users now understand app download mechanics without platform-branded prompts. This allows interfaces to prioritize brand cohesion over instructional clarity, with custom buttons often performing the same function while better matching site aesthetics.
6Technical implementation shifts
Modern implementations often use smart detection to show platform-specific content without explicit buttons. Telegram displays device images matching the visitor's OS, while some gaming sites detect mobile users to show context-appropriate prompts. These techniques reduce visual clutter while maintaining functionality, though they require more development effort than simple badge embedding.
7Impact on brand consistency
The move away from platform badges lets companies maintain strict visual control. Gaming sites like Diablo Immortal avoid the cognitive break when official App Store buttons appear in heavily themed environments. However, some argue the standardized badges provided valuable trust signals, particularly for less established apps where platform association boosted credibility.
8The future of download UX
As progressive web apps blur the line between websites and native apps, traditional download prompts may disappear entirely. Platforms increasingly favor instant experiences over install flows. The evolution of App Store buttons reflects broader web trends toward customization and away from shared visual assets, marking another step in the internet's constant reinvention.
Original article: UX Collective - Medium — The Disappearance of Standardized App Store Buttons