Apple is introducing a major update to the App Store aimed at giving developers more flexibility in marketing, monetization, and app discovery, along with new tools for managing submissions and improving user safety.
New marketing and creative tools
Developers can now use Creative Assets, which are rich images and videos that appear on App Store product pages and search results, to better highlight branding, seasonal campaigns, and app content. These assets work with custom product pages and optimization tools, allowing developers to test which visuals perform best.
App Store Connect also gains a new Asset Library, which centralizes screenshots, preview videos, and marketing materials in one place. Assets can be reused across product pages and In-App Events, and submitted independently of app updates for faster campaign rollouts. A new preview tool lets developers see how pages appear across devices, languages, and display modes.
Better discovery and engagement
Apple is rolling out Personalized Collections and App Notes, which recommend apps based on user activity and explain why they are suggested. These will appear in the Apps, Games, and Search tabs and will expand to more regions over time.
Game developers will also be able to use Featuring Nominations to propose special offers or limited-time discounts for App Store editorial consideration.
Expanded subscription and business models
Apple is enhancing In-App Purchase via StoreKit 2, introducing support for multi-user subscriptions. This includes:
- Volume purchasing for businesses and schools through Apple Business Manager and Apple School Manager
- Group purchases, where one user buys subscription seats and invites others to join
Apple is also adding App Store Bundles, allowing multiple apps or developers to offer combined subscription deals, as well as Suites, which are subscription packages not available individually. Meanwhile, Retention Messaging will let developers present offers during subscription cancellations.
Streamlined review and submission process
Developers can now group multiple in-app purchases into a single App Review submission. On the Mac App Store, Intel support is no longer required, enabling Apple silicon only builds.
New parental controls in iOS 27
Apple is introducing Time Allowances and Schedules under Screen Time in iOS 27, iPadOS 27, and macOS 27, giving parents more control over app usage by category, including Games, Entertainment, and Social Media.
To support this, Apple will update its age rating system so apps with social features are properly categorized for parental controls.
Apple says these updates are designed to help developers grow their businesses, improve app discovery, and maintain a safer and more structured App Store ecosystem.
