Mobavenue AI Tech Ltd (MATL), a digital-first, AI-native technology company, has launched PiiX, an AI-powered growth intelligence platform designed to help app marketers scale user acquisition through Apple Search Ads.
Positioned as the company’s first dedicated solution for the iOS ecosystem, PiiX aims to simplify and automate the complex process of converting high-intent App Store searches into quality app installs while improving campaign efficiency and performance.
Targeting a fast-growing iOS opportunity
The launch comes at a time when App Store search is emerging as one of the most influential app discovery channels on iOS. According to industry estimates cited by the company, Apple’s advertising business generated nearly $7 billion in revenue last year, with app install advertising accounting for the overwhelming majority of that revenue.
As iOS adoption continues to rise across key markets, app marketers are gaining access to a larger pool of high-intent users actively searching for apps and services.
The company highlighted that iOS market share in India increased from 4.92% in May 2025 to 6.69% in May 2026, while the platform’s share in the United States rose from 58.65% to 61.40% during the same period. Globally, iOS market share expanded from 26.92% to 31.95%, creating a larger addressable audience for App Store-led acquisition strategies.
Addressing challenges in Apple Search Ads
Despite the growing opportunity, managing Apple Search Ads campaigns at scale remains a challenge for many marketers. Growth teams often struggle with managing large keyword volumes, aligning Custom Product Pages (CPPs) with user intent, optimising bids in real time and extracting actionable insights from campaign data.
According to MATL, these challenges frequently result in manual processes that limit campaign performance in an environment where speed and precision are critical.
AI-driven platform automates key decisions
PiiX has been built to automate and optimise the most critical stages of the Apple Search Ads acquisition funnel through three interconnected layers.
The platform’s ASA Traffic layer uses AI-driven bidding and keyword expansion capabilities to identify and capture high-intent searches while continuously learning from campaign performance.
The CPP Intent Matching layer maps search terms to relevant Custom Product Pages, helping improve conversion rates by presenting users with more relevant content based on their search intent.
Meanwhile, the ASO Conversion layer focuses on creative and metadata optimisation to maximise install rates once users land on the app’s product page. The platform continuously analyses performance and recommends improvements rather than relying on periodic audits.
Bridging a market gap
MATL said PiiX has been developed to address a gap in the Indian market, where advertisers often have to choose between analytics platforms and agency-led execution models.
The company believes the platform combines the intelligence of an analytics solution with the execution capabilities of a managed service, while leveraging AI to improve performance with every campaign run.
Expanding the consumer growth ecosystem
PiiX forms part of Mobavenue AI’s broader ecosystem of AI-powered consumer growth solutions. The platform is designed primarily to support user acquisition by helping brands convert App Store searches into installs through automation, audience intelligence and continuous optimisation.
Looking ahead, the company plans to expand PiiX’s capabilities across the wider iOS ecosystem, including SKAN Ads, iOS advertising and retargeting solutions, further strengthening its consumer growth technology stack.