Apple will begin using AI technology to enhance app discovery in the App Store, the company announced this week at the Worldwide Developers Conference (WWDC 25).
In a session focused on updating App Store Connect, an app distribution platform for developers, the company announced that it would introduce App Store tags. This is a label that highlights specific features and features in your app.
These tags are first generated by Apple's large language model using a variety of sources, including app metadata. They then refer to humans before they are applied to apps in the app store.
Apple customers can use these tags when searching for apps in the App Store. This tag appears alongside the apps that appear in the categories on the search page and in the search results.
According to Apple, the new tags will be useful for Surface Information, which is often buried in app lists, such as app App Store descriptions, categories, and metadata. According to Apple, tags help developers find apps that provide the functionality they are looking for, while also helping to provide developers with better ideas about how apps are being discovered.
Today, consumers find apps through many App Store features, including edits on the Today Today tab, collections curated by the App Store editorial team, browsing app categories, or using App Store Search. Apple also monetizes the App Store with ads that can be displayed on the Today Today tab, search tab, product pages, and their search results.
When an App Store user taps on any of the new tags, they are taken to a new page offering a curated collection of all apps and games that offer similar features or features, an extension to existing App Store features that point to the user to the app “like” app at the bottom of the individual list.
The tags themselves are generated and reviewed by AI, but developers have the final word that the tag is ultimately associated with the app. New information pages will be available in the App Store Connect software. Here you can manage tags and select tags that you don't want to display on the app's product page.
Apple has already used AI in the APT store to summarise app reviews by combining information into short paragraphs.
The only improvement that comes to the App Store is not the tags. According to Apple, developers can create custom product pages that are displayed when users search for apps using certain keywords. We have also improved the “nutrition label” function of the app. We will expand the app's age range lineup (currently there are five). Expands offer codes to consumables, non-consumables, and non-renewable subscriptions.