Every time you get a notification on your phone, you get points. You can use these points to get discounts on the app store.
Companies that own mobile software can make it so you need more points to purchase the app/song/ebook at a lower price. This will create competition between software owners to have the best point to price ratio the consumers will buy. Every time you get a notification on your phone, it creates a chemical in your brain called dopamine. If you get points for every notification, this will cause even more dopamine. The more dopamine the more addiction to your phone, causing you more likely to purchase more apps for cheaper.