What is Universal Linking?
Universal linking is Apple’s method of launching apps on iOS when they are linked to from a website.
What Makes Universal Links Different?
There aren’t many differences between them and traditional deep links, other than that they are exclusive to Apple devices. However, they do offer a singular USP of being able to open a web page from application. In terms of implementation, adding universal links is also similar to deep links, though instead of defining a custom URL scheme, a universal link matches a set of web pages to locations in-app. When a user opens a web page which is matched as described, iOS automatically redirects the user to the app.
Reference: “Adjust,” Retrieved – 23 April 2018