Deep-linking in apps may not sound exciting, but it could change the way you use apps on your iPhone and iPad with iOS 9, not to mention give developers more control. The changes will allow users to jump from app to app more naturally, as well as blurring the division between local apps and web-based content, not to mention reduce the amount of time you spend punching in login credentials. Meanwhile, content within apps can show up within iOS 9’s newly-supercharged search.

Currently, Apple uses URLs to allow apps to communicate with each other. While that can work fine, since there’s no standardization around custom URL schemes, there’s no way for the user to define which app the data should be connected to. If you don’t have the relevant app, meanwhile, it leads to an error.
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https://www.slashgear.com/ios-9-deep-linking-blurs-line-between-apps-and-web-11388035/