Preloaded (or preinstalled) apps are apps that ship on a device before the user ever turns it on — placed there through commercial deals with device manufacturers (OEMs like Samsung, Xiaomi, Oppo) or mobile carriers. It's a distribution channel that bypasses the app stores entirely: instead of a user searching and installing, the app is simply already there.
Why preloads matter (and the catch)
- Massive reach — a single OEM deal can put your app on millions of devices at scale, especially across Android in emerging markets.
- Bypasses store competition — no ASO battle, no paid-UA auction; the app arrives pre-installed.
- But quality is highly variable — many preloaded apps are never opened. A device-image install is not a user.
- Mostly Android — the open ecosystem allows OEM/carrier customization; iOS device images are Apple-controlled, so preloads are essentially an Android channel.
The measurement discipline: preload deals are often priced per-install or per-device, which makes them look cheap on a CPI basis — but a preloaded "install" that's never opened is worthless. Evaluate preload channels strictly on downstream activation and [[retention]], the same way you'd judge any [[paid-ua]] source on quality rather than raw volume. Strong preload programs negotiate placement that drives genuine first-open (home-screen prominence, setup-flow inclusion) rather than a buried icon.