Apple has announced a broad set of App Store updates that aim to help developers market their apps more effectively, improve app discovery, and build stronger subscription businesses. The new features will roll out throughout the year and bring several changes to App Store Connect, Apple In-App Purchase, and app recommendations across the App Store.
New Tools to Promote Apps and Games
One of the biggest additions is Creative Assets, which allows developers to place rich images and videos in product page headers and search results. These assets can highlight seasonal promotions, showcase new content, and strengthen brand identity. Apple is also introducing an Asset Library in App Store Connect, making it easier for developers to manage screenshots, preview videos, and marketing materials from one place.
“The App Store continues to evolve to support a growing developer community while maintaining high standards for user safety and trust. With these updates, Apple is providing developers with the capabilities and flexibility to connect with a global audience, deliver safe experiences, and build sustainable businesses.”
Better Discovery and Subscription Growth
Apple is also improving how users discover apps through Personalized Collections and App Notes, which explain why certain apps are recommended. These recommendations will appear across the Apps, Games, and Search tabs and adapt based on user activity over time.
For developers focused on recurring revenue, Apple is expanding subscription options with group purchases, volume purchasing, and new App Store Bundles that allow multiple developers to offer combined subscriptions at discounted prices. Developers will also gain access to Retention Messaging, which helps present special offers or additional value when subscribers consider canceling.
Faster Submissions and New Family Controls
Apple is simplifying App Review by allowing multiple In-App Purchases to be submitted together in a single review package. In addition, Mac App Store developers no longer need to support Intel-based Macs, allowing them to focus entirely on Apple silicon.
The company is also introducing new Time Allowance features in iOS 27, iPadOS 27, and macOS 27. These tools help parents manage how much time children spend in categories such as Games, Entertainment, and Social Media, while updated app categorization will ensure developers accurately label apps for these controls.
