iPhone app downloads decreased by 15.4 percent to 4.57 million daily downloads in November, according to new metrics from Fiksu.

The decrease in November comes after October saw a record  spike, driven by the release of the iPhone 5 in late September. According to Fiksu’s App Store competitive index which tracks the aggregate volume of downloads per day from the top 200 ranked free iPhone apps in the U.S., the cost of keeping an app user loyal went up in November.

Check it out: “The Cost per Loyal User Index measures the cost of acquiring a loyal user for brands who proactively market their apps. For the purposes of the Index, loyal users are defined as people who open an app three times or more. In November, the cost to acquire a loyal app user shot up to by 30 percent, or 32 cents, to $1.38, compared to October’s $1.06.”