In this week's Worldwide Developers Conference (WWDC 25), Apple announced that it will begin leveraging AI technology to enhance the discoverability of apps on the App Store.
During a session focused on updates to App Store Connect, Apple introduced the concept of App Store tags. These tags are designed to highlight specific features and functionalities within apps.
Initially, these tags will be generated by Apple's large language model using various sources like app metadata. Before apps go live on the App Store, the tags will undergo manual review for accuracy.
Users can utilize these tags when searching for apps on the App Store. The tags will appear next to categories on search pages as well as alongside individual app search results.
Apple explained that the new tagging system will help surface information often buried in app listings, such as descriptions, categories, metadata, and even screenshots. The company believes these tags will assist users in finding apps that meet their needs more easily, while also giving developers better insights into how their apps are discovered.
Currently, users discover apps through various App Store features, including editorial articles on the Today tab, curated collections by the App Store editorial team, browsing app categories, or using the search function. Apple also monetizes the App Store through ads featured on the Today tab, Search tab, product pages, and within search results.
When an App Store user clicks on one of the new tags, they will be directed to a new page showcasing a curated collection of all apps and games with similar features or characteristics. This is an extension of an existing App Store feature that recommends apps users might "also like," typically found at the bottom of individual listings.
Although the tags themselves are AI-generated and reviewed, developers will ultimately have the final say over which tags are associated with their apps. A new info page within App Store Connect will allow developers to manage tags or deselect those they don’t want displayed on their app’s product page.
Apple has already been utilizing AI in its App Store to summarize app reviews into concise paragraphs by synthesizing key details.
Tags are not the only upcoming enhancement to the App Store. Apple mentioned that developers will soon be able to create custom product pages that appear when users search for apps using specific keywords. Additionally, the company is refining its app "nutrition labels" feature, expanding its app age range options (now offering five), and extending promo codes to consumables, non-consumables, and non-renewing subscriptions.
