Apple unveils major App Store Connect updates at WWDC 2025

At WWDC 2025 on June 11, Apple announced substantial updates to App Store Connect that signal significant changes for app marketing and user acquisition strategies. The announcement, presented just today, introduces AI-generated discovery features, accessibility improvements, and expanded monetization capabilities that could reshape how apps reach potential users.

The most significant development centers on App Store Tags, Apple's answer to improving app discoverability through machine learning. According to the announcement, tags are generated by large language models using a range of data sources, including app metadata. These tags undergo human review before implementation, ensuring quality control in the automated categorization process.

App Store Tags function differently from traditional keyword optimization. Tapping on a tag takes people to a dedicated view with a personalised and curated collection of apps or games that share similar features or functionalities. The system displays tags alongside app categories on search pages and within search results, creating additional pathways for user discovery beyond conventional search terms.

The technical implementation reveals Apple's emphasis on developer control. While the system automatically generates tags, developers retain authority over which tags appear with their apps. Deselecting a tag removes its association with your app across the app store so those tags won't show up on your app's product page, and your app won't show up in the tag rooms for those tags.

Custom product pages receive enhanced functionality through keyword assignment capabilities. This feature allows developers to tailor search result appearances for specific queries. Whenever your app shows up in search results for the keywords you've assigned, your custom product page shows in place of your default product page. The system permits keyword assignment without requiring app review submission, enabling rapid testing and optimization.

Apple's offer code system expands beyond subscription products to encompass all in-app purchase types. The new framework supports consumables, non-consumables, and non-renewing subscriptions. You can have up to 10 active offers per In-App Purchase at a time, and you can create codes in batches, up to a maximum of 1 million offer codes per app per quarter.

The offer code eligibility system introduces sophisticated targeting mechanisms. Developers can restrict offers based on customer spending patterns: those who have never purchased, customers who haven't spent within 30 days, or active spenders from the past month. This granular control enables precise user acquisition and retention campaigns.

Accessibility Nutrition Labels represent a new transparency initiative for app accessibility features. These labels appear in dedicated sections on app product pages, allowing users to verify compatibility with assistive technologies before downloading. The system requires device-specific declarations, acknowledging that accessibility support may vary across platforms.

The age rating system undergoes significant restructuring with three additional thresholds, expanding from two to five rating categories. This offers more granularity to better cater a wide range of people's needs and maturity. The updated system incorporates new capability declarations for messaging, chat, user-generated content, and advertising features that might affect age appropriateness.

Review summaries introduce automated content analysis through AI processing. These summaries are generated using our large language models, and combine key information and highlights from individual user reviews into a short paragraph. The feature activates for apps with sufficient review volume and refreshes regularly to maintain currency.

Technical infrastructure improvements include API-based build uploads and enhanced webhook support. Starting later this year, you'll now also be able to use the App Store Connect API to upload your builds offering new flexibility for integrating your custom workflows. The build management system now retains failed uploads, enabling build number reuse and detailed error analysis.

Apple-Hosted Background Assets introduce new content distribution capabilities, supporting files up to 200GB. This system operates independently of app updates, allowing content deployment without full app submissions. The feature works across Apple's device ecosystem, including Mac, iPhone, iPad, Apple TV, and Apple Vision Pro.

TestFlight integration extends to mobile devices through the App Store Connect app. Developers can review feedback, screenshots, and crash logs directly on iPhone and iPad devices. The notification system includes digest features to manage feedback volume while maintaining real-time communication with testing communities.

App Analytics receives substantial expansion with over 100 new metrics focusing on subscription and monetization data. The redesigned interface emphasizes navigation efficiency and data filtering capabilities to support business growth analysis.

Game Center enhancements introduce a dedicated games app designed to boost discoverability and engagement. New activities and challenges expand multiplayer and social gaming experiences, while installation improvements for large content specifically target game developers.

The App Review submission process undergoes refinement with new submission item types and grouped draft capabilities. This allows coordinated submissions of related elements like In-App Events and Custom Product Pages, streamlining the review process for complex app updates.

These changes reflect Apple's response to evolving app discovery challenges and developer feedback. The AI-powered tagging system addresses longstanding concerns about App Store search effectiveness, while accessibility features align with regulatory trends toward digital inclusion.

For the marketing community, these updates introduce new optimization opportunities and challenges. App Store Tags create additional ranking factors beyond traditional keyword optimization. Custom product page keywords enable more sophisticated A/B testing strategies for search result appearances. Expanded offer codes provide enhanced user acquisition tools with precise targeting capabilities.

The timing proves significant for app marketing strategies. As Apple implements AI-generated discovery features, developers must adapt optimization approaches to account for algorithmic tag generation. The emphasis on accessibility and transparency features suggests regulatory compliance increasingly influences platform development.

Performance measurement becomes more complex with expanded analytics and multiple discovery pathways. Custom product page traffic analysis, tag performance monitoring, and offer code campaign tracking require updated measurement frameworks. The real-time feedback capabilities demand faster response mechanisms for quality assurance.

These announcements position Apple's App Store ecosystem for substantial changes in user acquisition, app discovery, and monetization strategies. The integration of AI-powered features with developer control mechanisms suggests Apple's approach to balancing algorithmic efficiency with creator autonomy.

Timeline

• June 11, 2025: Apple announces App Store Connect updates at WWDC 2025
• Later 2025: API-based build uploads become available
• Ongoing: App Store Tags, custom product page keywords, and expanded offer codes roll out