Apple has announced a range of new App Store capabilities aimed at helping developers market their apps, improve discovery, expand subscription offerings, and simplify app management.
The updates introduce new marketing tools, personalized recommendations, subscription options for businesses and groups, streamlined review processes, and support for upcoming parental control features.
New tools for app marketing
Apple is introducing Creative Assets, allowing developers to showcase rich images and videos in App Store product page headers and search results. Alongside screenshots and app previews, these assets can be used to highlight branding, seasonal campaigns, special promotions, and new content.
Key additions include:
- Creative Assets for rich images and videos in product page headers and search results
- Support for custom product pages and product page optimization
- Product page previews across iPhone and iPad, different languages, Dark Mode, and screen orientations
- A new Asset Library for managing screenshots, app previews, and Creative Assets in one place
- Independent App Review submissions for marketing assets without requiring an app update
The new Asset Library also allows developers to reuse approved assets across custom product pages and In-App Events, helping reduce duplicate uploads and streamline promotional campaigns. Developers can also submit assets for App Review approval separately from an app update, making it easier to roll out seasonal campaigns or coordinate Apple Ads promotions without delay.
Personalized recommendations and discovery improvements
Apple is adding Personalized Collections and App Notes to help users discover apps and games that match their interests.
The new discovery features include:
- Personalized Collections based on app usage and download history
- App Notes that explain why a particular app has been recommended
- Recommendations across the Apps, Games, and Search tabs
- Suggestions that evolve over time based on user activity
Apple is also expanding promotional opportunities for game developers through the Apple Games app. Using Featuring Nominations, developers can propose plans for in-game offers and limited-time discounts for editorial consideration.
New subscription options for businesses and groups
Apple is expanding Apple In-App Purchase capabilities with new subscription models powered by StoreKit 2. The company says the new options are designed to help developers build multi-user subscription experiences for organizations and groups directly within their apps.
Apple is introducing two new subscription options:
Volume Purchasing
- Designed for enterprise and education customers
- Works with Apple Business Manager and Apple School Manager
- Supports large-scale deployment through existing device management systems
- Seat assignments are managed through existing device-management workflows already used by organizations
- Allows apps and subscriptions to be deployed across existing IT infrastructure
Group Purchases
- Allows one subscriber to purchase multiple subscription seats
- Includes Apple-provided invitation and management tools
- Lets users invite, accept, and join subscriptions
- Each participant accesses the subscription using their own Apple account
- Makes it possible to view and manage members within a subscription group
- Designed for a range of users, from independent creator teams to larger production companies
Both subscription models can be configured through App Store Connect.
App Store Bundles and retention tools
Apple is introducing additional subscription management options for developers.
New additions include:
- App Store Bundles that combine subscriptions from multiple developers
- Suites offering subscription packages unavailable as standalone purchases
- Retention Messaging with tailored communications and special offers during subscription cancellation
Apple says App Store Bundles allow developers to offer subscription packages that include apps from multiple developers. Retention Messaging is rolling out to all developers through App Store Connect.
Simplified App Review submissions
Apple is updating the App Review process for In-App Purchases by allowing developers to group multiple related In-App Purchases and associated items into a single review submission.
The company is also removing the requirement for Intel Mac support on the Mac App Store. Developers can now distribute Apple silicon-only binaries, eliminating the need to maintain multiple builds.
Support for new parental control features
Apple is preparing the App Store for new parental control capabilities arriving with iOS 27, iPadOS 27, and macOS 27.
New parental control tools include:
- Time Allowances for Games, Entertainment, Social Media, and other app categories
- Recommendations based on expert research and tailored to different age groups
- Settings that parents can customize based on their child’s needs
- Schedules that control app access during different times of the day
To support these features, Apple will update the App Store age-rating questionnaire and allow developers to indicate whether their apps include social media functionality, such as interacting with user-generated content through a social feed.
Apps will then be automatically categorized into:
- Social Media
- Entertainment
- Games
- Other
This classification helps ensure apps are categorized appropriately for Time Allowances and age ratings.
Availability
- Personalized Collections and App Notes begin rolling out this week in English in the United States.
- Additional languages and regions will be supported later.
- The updated age-rating questionnaire will be introduced in July.
- Volume purchasing through Apple Business Manager and Apple School Manager will be available this fall.
- Group purchases will become available this winter.
Other announced App Store features will roll out over the coming months.