Blog

Apple Shortcuts as a Marketing Channel: Reach 1.5 Billion Devices

June 24, 2026 · 8 min read

There are 1.5 billion active Apple devices in the world. Every one of them has the Shortcuts app pre-installed. Apple Shortcuts are automations that users can download, install, and run directly on their iPhone, iPad, Mac, or Apple Watch.

What most marketers do not realize is that anyone can create a Shortcut and share it publicly. There is no app store approval process for individual Shortcuts. There is no developer fee. You build a Shortcut, generate a share link, and anyone in the world can install it on their device with one tap.

For marketing purposes, this means you can create a useful decision-tree tool, calculator, or workflow automation that users install on their home screens. Your brand name sits next to their other apps, launching every time they tap the icon. It is an app-like presence without building an app.

I created Shortcuts for several of the business planning and marketing decision tools in our book network. They live on users' devices and provide ongoing utility — along with links back to our content and books.

What Apple Shortcuts Can Do

Apple Shortcuts are visual automations that chain actions together. Available actions include:

Collect user input — text fields, menus, date pickers, number inputs
Perform calculations — mathematical operations on inputs
Display results — formatted text, alerts, or rich text output
Open URLs — launch websites, app deep links, or specific web pages
Share content — generate text, images, or files for sharing
Access device data — calendar, contacts, location, health data (with permission)
Make API calls — fetch data from any web API
Store data — save values between runs using iCloud variables

This makes Shortcuts powerful enough to build genuine tools — not just simple button presses.

Marketing Shortcuts That Work

Decision Tree Tools

A decision tree Shortcut guides users through a series of questions and provides a personalized recommendation. For marketing:

"What Marketing Channel Should You Focus On?"

What is your monthly marketing budget? (Menu: Under $100 / $100-500 / $500-2000 / $2000+)
What type of business? (Menu: Service / E-commerce / SaaS / Content)
What is your primary goal? (Menu: Leads / Sales / Brand Awareness / Retention)
Based on inputs, display a personalized recommendation with links to relevant blog posts

The Shortcut provides immediate utility. Users get a personalized answer. And every recommendation includes links to your detailed guides on the recommended channel.

Quick Calculators

"Marketing ROI Calculator"

Enter monthly marketing spend
Enter monthly leads generated
Enter close rate (percentage)
Enter average customer value
Calculate and display: monthly revenue from marketing, ROI percentage, cost per lead, cost per acquisition

The calculator result includes a footer: "Get the complete marketing optimization guide at the20dollaragency.com"

Workflow Automations

"Weekly Content Audit"

Prompt: "How many blog posts did you publish this week?"
Prompt: "How many social posts?"
Prompt: "How many email sends?"
Calculate weekly content velocity
Compare to recommended benchmarks
Display gap analysis with a link to your content strategy guide

Building Your First Shortcut

Step 1: Open the Shortcuts App

Available on every iPhone, iPad, and Mac. Launch it and tap the "+" button to create a new Shortcut.

Step 2: Design the Flow

Map out your decision tree or calculator on paper first:

What inputs do you need?
What logic connects inputs to outputs?
What is the final output?
Where do you link back to your content?

Step 3: Add Actions

Drag actions from the action library:

For input collection:

"Ask for Input" — text and number fields
"Choose from Menu" — multiple choice selection
"Choose from List" — select from a list of options

For logic:

"If" — conditional branching based on input values
"Calculate" — mathematical operations
"Set Variable" / "Get Variable" — store and retrieve values

For output:

"Show Result" — display formatted text
"Show Alert" — display a message with OK button
"Open URLs" — open links in Safari
"Quick Look" — display rich content

Step 4: Add Branding

Every Shortcut has:

Name — include your brand or tool name
Icon — choose a glyph and color that matches your brand
Description — explain what the Shortcut does (visible before installation)

In the output actions, include your website URL and brand name. "Powered by The $20 Dollar Agency — the20dollaragency.com" in the results text creates ongoing brand exposure.

Step 5: Share

Tap the share button and generate an iCloud link. This link can be shared on your website, in blog posts, in emails, and on social media. Anyone with an Apple device can install the Shortcut with one tap.

Distribution Strategy

Dedicated Download Page

Create a page on your website showcasing your Shortcuts with:

Description of what each Shortcut does
Screenshots showing the Shortcut in action
Direct iCloud download links
Installation instructions for first-time Shortcuts users

Blog Post Integration

Mention relevant Shortcuts in blog posts: "Want to run this calculation on your phone? Download our Marketing ROI Calculator Shortcut: [link]"

Social Media Promotion

Share the Shortcut link on social media with a brief demonstration. Video demonstrations (screen recordings) of the Shortcut in action are particularly effective — they show the interaction flow and the useful output.

Email Marketing

Include Shortcut download links in newsletters: "New this week: a Shortcut that tells you exactly which marketing channel to focus on based on your budget and goals."

Tracking and Analytics

Apple Shortcuts do not have built-in analytics. However, you can track engagement through:

Link tracking. When your Shortcut opens a URL (e.g., linking to your blog post), use UTM parameters to track the traffic source in your analytics:

https://the20dollaragency.com/blog/marketing-channels/?utm_source=shortcut&utm_medium=app&utm_campaign=channel-selector

Download page analytics. Track visits and clicks on your Shortcut download page to estimate download volume.

API calls. If your Shortcut makes API calls to your server (for dynamic data or logging), you can track usage directly.

The Home Screen Advantage

When a user adds your Shortcut to their home screen, it appears as an app icon alongside their other apps. They see your brand every time they use their phone. They tap it whenever they need the tool. This is an intimacy of placement that no website, email, or social media post can match.

The home screen is the most valuable real estate on any mobile device. Apps compete for those slots. Your Shortcut occupies one for free.

Android Consideration

Apple Shortcuts are iOS/macOS only. For Android users, consider creating equivalent tools as:

Progressive Web Apps (PWAs) with home screen install prompts
Embeddable web-based calculators (which work across all platforms)
Google Assistant routines (the Android equivalent of Shortcuts)

This ensures your tools reach the full mobile audience, not just Apple users.

Results From Our Network

Shortcuts created for our book network:

Combined downloads: approximately 200 within the first 90 days
UTM-tracked visits from Shortcut links to our websites: approximately 80 per month
User retention: Shortcuts remain installed indefinitely (unlike apps that get deleted)
Development time per Shortcut: 1-2 hours
Cost: $0

The download numbers are modest, but the engagement quality is exceptional. Users who install a Shortcut on their device have a persistent, zero-friction connection to your brand. Every time they use the tool, they see your brand name. Every result links to your content.

For the complete mobile marketing strategy at minimal cost, see The $20 Dollar Agency and The $100 Dollar Network.