AppLovin ends Array program after reports of unauthorised app installs and privacy concerns

AppLovin has officially discontinued its Array app distribution software after mounting scrutiny over allegations that the product enabled apps to be installed on users’ devices without consent. The ad tech firm said the decision, made last quarter, was driven by “economic viability,” but the move follows months of complaints, media coverage, and regulatory interest.

Array was developed to let device makers and carriers, including Samsung and T-Mobile, deliver app recommendations and direct downloads to users. The platform was designed to streamline app distribution and boost monetisation for partners. However, reports surfaced earlier this year alleging that Array’s underlying code could trigger automatic downloads — even when users closed ads or did not interact with them.

Harvard researcher and ad fraud expert Ben Edelman published findings suggesting that Array’s source code contained instructions and timers capable of initiating installs without user input. He also cited over 200 user complaints about unwanted apps appearing on their devices. While Edelman said he was unable to personally replicate the issue, he argued that the volume of complaints and supporting evidence warranted attention.

AppLovin has denied all claims of unauthorised installations, stating that its software does not — and cannot — install apps without explicit user consent through official app stores. The company described the allegations as “inaccurate” and stressed that its business depends on maintaining user trust.

A T-Mobile spokesperson confirmed the carrier had run a limited pilot program with AppLovin that allowed voluntary downloads from ads but said the program has since ended. Samsung did not issue a public comment.

The Array controversy comes as regulatory oversight of app distribution and advertising practices intensifies. Earlier this month, the U.S. Securities and Exchange Commission (SEC) reportedly opened an investigation into AppLovin over separate allegations tied to data collection and contract compliance.

Despite the controversy, investor reaction has remained muted. AppLovin’s stock rose nearly 4% after the news of Array’s shutdown, suggesting that the market views the program’s end as immaterial to the company’s core ad monetisation and gaming businesses.

Analysts note that the Array incident underscores ongoing tensions between monetisation and privacy in the mobile ecosystem. As governments tighten regulations and users demand greater transparency, ad tech firms face growing pressure to ensure consent, data security, and ethical advertising practices remain at the forefront of innovation.