After MAX was removed from the Apple App Store, 5.3 million iPhone users switched to its web version and activated push notifications by early July, according to the messenger’s press service. This is a significant milestone for iOS, where a portion of the audience had to migrate to a Safari-based web client instead of using a traditional app installed from the store.
Here’s how it works: users open web.max.ru in Safari, add the page to their home screen, log into their account, and enable push notifications. The experience closely mimics a native app but does not require an App Store download. Apple introduced support for web push notifications on iPhones only with iOS 16.4 in 2023. Since then, this feature has become a backup option for services that, for various reasons, no longer appear in the App Store.
MAX emphasizes that the 5.3 million figure counts users who actually enabled push alerts, not just those who visited the web version. Enabling push notifications on Safari is notably more involved than simply tapping ”Install,” which tends to deter some users-especially when dealing with large audiences.
How MAX’s web push notifications work on iPhone
This scenario sheds light on a growing trend in the Russian market. As apps get removed from official stores, developers increasingly rely on Progressive Web Apps (PWAs) and web clients to stay connected with users. Banks, delivery services, and media outlets are already operating this way locally. MAX’s figures suggest this approach can work at scale and retain a large user base.
MAX’s iOS user base growth through web push notifications
Looking ahead, if the situation remains unchanged, MAX could see its iOS user base with active push notifications climb to 6 million in the coming months. The trajectory depends heavily on whether MAX returns to the App Store or continues pushing its web version as the main portal for iPhone users.