- AppLovin discontinued its Array app-install platform in Q3 2025. The company told Bloomberg the tool – a “test product” – was shut down last quarter for not being economically viable [1] [2].
- Array enabled device makers and carriers (like Samsung and T-Mobile) to surface app recommendations and allow one-tap installations on Android phones [3] [4].
- Ad-fraud researcher Ben Edelman collected roughly 200 user complaints alleging apps appeared or installed on phones without consent after interacting with in-app ads [5] [6]. Edelman’s analysis of AppLovin’s code pointed to hidden instructions and countdown timers that could trigger background app downloads [7] [8].
- AppLovin denies any secret installs. Spokespeople say all downloads require explicit user consent, and Array was a short-lived test that never auto-installed apps without users’ approval [9] [10]. T-Mobile (an Array partner) adds it “does not install apps on customers’ devices without their consent” and its pilot program with Array has ended [11].
- The controversy adds to scrutiny of AppLovin’s ad practices. The U.S. SEC has opened an investigation into the company’s data collection and advertising deals [12] [13]. Earlier this year short-seller reports accused AppLovin of “force-feeding” apps via ads [14].
- AppLovin is now refocusing on its AI-driven Axon ads platform (expanding beyond mobile games) and e-commerce. CEO Adam Foroughi says AppLovin is “rebranding our customer-facing advertising offerings as Axon” to grow in web and other markets [15].
AppLovin’s Array Platform and Shutdown
AppLovin, a fast-growing adtech firm known for marketing mobile games, quietly pulled the plug on Array, its on-device app distribution tool. According to PocketGamer and Bloomberg, an AppLovin spokesperson confirmed that Array was discontinued “last quarter” because the product simply wasn’t economically viable [16] [17]. In practice, Array had been used by partners such as Samsung and T-Mobile to recommend apps to users and let them install with a single tap [18] [19]. The service worked by pre-loading app suggestions on new phones or in ads, so users could skip going through the Play Store. AppLovin’s executives even called Array a significant revenue driver in prior months. But by mid-2025 the company declared the feature a flop and “shut down” the platform [20] [21].
Allegations of Unwanted App Installs
Shortly after news of the shutdown, Ben Edelman, a Harvard-trained ad-fraud researcher, drew attention to a concerning possibility: that Array might have allowed apps to install without clear user consent. Edelman analyzed AppLovin’s Android code and user reports, and publicized the findings in mid-October 2025. He identified hidden code paths in which an ad tap could silently invoke phone “install helpers” from carriers or device makers, installing an app in the background. Remarkably, he found code snippets like an “autoInstallDelayMs” function – essentially a five-second countdown – which appeared designed to trigger installs automatically after an ad interaction [22].
Edelman also aggregated 208 forum posts and complaints from Android users. Those users described exactly what the code suggested: apps popping up on their phones even though they never saw a normal “Install” button or explicitly agreed. Some said installations happened after they clicked or closed an ad, and a few even claimed apps appeared when they never touched the screen at all [23] [24]. One person described a countdown with a tiny “X” that, if not tapped in time, immediately installed the advertised app. Although Edelman himself never witnessed an install on his test devices, he argued the consistency of the evidence convinced him of the effect. As he told reporters: “I never managed to get it to happen to me… I’ve never seen a meteor, but I know that meteors exist through the scientific process…and here I have a scientific process that is sufficient to reach conclusions” [25]. His blunt thesis: “AppLovin places apps on users’ Android devices without their consent.”
AppLovin’s Response and Denials
AppLovin has rejected these allegations. The company insists that no app ever installs without a user’s permission. In statements to media, AppLovin spokespeople repeated that Array was just an experimental “test product” and emphasized that “users never get downloads with any of our products without explicitly requesting it.” [26]. In interviews, AppLovin said all ads simply redirect users to official app stores, where “the user consents to download something or not.” [27]. PocketGamer similarly notes the company’s claim that it has “never installed apps without user consent” and that every download occurs through a store interface [28].
Even so, the optics have forced AppLovin to move fast. The Array team has been reassigned, and AppLovin’s CFO has acknowledged publicly that Array was once touted as a growth driver, making its shutdown surprising to investors [29]. The company also hired lawyers (Quinn Emanuel) to investigate the short-seller reports and allegations against it. In a separate development, AppLovin confirmed last month that it is rebranding its main advertising platform. CEO Adam Foroughi announced the name “Axon” for the company’s new AI-powered ad manager and said AppLovin is refocusing on web and e-commerce advertising [30]. This pivot – along with a recent $400M deal to sell its game studio – signals AppLovin shifting away from some older business lines.
Partners like T-Mobile have also weighed in. T-Mobile says it never installs apps without consent: “T-Mobile does not install apps on customers’ devices without their consent,” a spokesperson told Adweek. They added that the Array-based install program it had run was fully opt-in and ended in recent months [31]. Samsung has not publicly commented.
Regulatory Scrutiny and Industry Impact
The Array controversy comes amid a broader probe of AppLovin’s practices. In early October 2025, Reuters reported that the U.S. Securities and Exchange Commission is investigating whether AppLovin violated its partners’ policies – specifically looking at its data-collection and ad-targeting methods [32] [33]. This probe reportedly stemmed from a whistleblower complaint and a series of short-seller reports earlier in 2025. Those reports (by firms like Fuzzy Panda, Culper, and Muddy Waters) made sweeping accusations – from stealing data from Meta to “force-feeding” apps via ads. For example, Culper Research alleged AppLovin was using permissions to “enable advertisements themselves to force-feed silent, backdoor app installations directly onto users’ phones” [34]. AppLovin has not been formally charged with any violation, but the SEC review and negative headlines have put pressure on the company’s stock and reputation.
Despite the turbulence, many analysts are sticking with AppLovin’s long-term story. The company’s share price has in fact risen in 2025, reflecting its strong revenue growth (up ~77% year-over-year in Q2) and inclusion in the S&P 500 index. Some investors say killing Array may remove a potential compliance risk, allowing focus on AppLovin’s core ad technology. In an investor note, Simply Wall St commented that removing Array could “alleviate risk” and let the market concentrate on growth from AppLovin’s AI-driven Axon platform and e-commerce initiatives [35] [36].
What’s Next for AppLovin?
For the public, the big question is whether unwanted app installs really occurred and if so, who is responsible. AppLovin’s official stance is clear – all installs require a real user action – but the user reports and Edelman’s code analysis suggest a murkier picture. No independent authority has yet verified a forced install via Array ads. Meanwhile, device makers and carriers may tighten permissions or opt out of such programs if they fear user pushback. Regulators will likely continue examining AppLovin’s agreements and code (and perhaps Android’s policies) to prevent any “silent” installs.
In the meantime, AppLovin is moving on. It has shifted employees to new projects and is promoting Axon as the future. CEO Foroughi said Axon will bring their powerful ad marketing tools – which have long served mobile gaming – into a more transparent, cross-industry platform [37]. AppLovin’s rapid growth (over $2.5B in revenue) shows how much demand there is for its ad algorithms. But the Array episode underscores that even tech giants can face backlash if customers or watchdogs see a breach of trust. As one ad-tech blog observed, AppLovin’s experience is a reminder of the fine line between convenient mobile advertising and unwanted intrusions on consumer devices.
Sources: Industry news reports and filings from Bloomberg, Reuters, PocketGamer.biz, Adweek, and investment research provide the above details [38] [39] [40] [41] [42]. Key quotes and data are drawn from those sources and public statements. Each fact above is linked to the original reporting for verification.
References
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