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Apple has announced a broad set of new App Store capabilities designed to help developers improve app discovery, expand subscription offerings, simplify content management, and create more effective marketing campaigns. The latest updates introduce new promotional tools, personalized recommendations, enhanced subscription models, streamlined App Review workflows, and support for upcoming parental control features arriving with future Apple operating system updates.
The company says the new features are intended to help developers better connect with users while providing more personalized and relevant App Store experiences across iPhone, iPad, and Mac devices.
New Creative Assets and Marketing Tools
One of the biggest additions is the Creative Assets, allowing developers to showcase rich images and videos directly within App Store product page headers and search results.
Apple says developers can now use these assets to highlight app branding, seasonal promotions, special events, feature launches, and content updates beyond traditional screenshots and app previews.
The company is also introducing a new Asset Library that centralizes screenshots, app previews, and Creative Assets in a single location, making it easier to manage promotional content across multiple App Store experiences.
Additional improvements include support for:
- Custom Product Pages
- Product Page Optimization
- Product Page previews across iPhone and iPad
- Dark Mode previews
- Multi-language previews
- Different screen orientation previews
Apple is also allowing developers to submit Creative Assets for App Review independently, eliminating the need to wait for a full app update before launching marketing campaigns.
Personalized Discovery and Recommendations
Apple is expanding App Store discovery capabilities through Personalized Collections and App Notes.
Personalized Collections use app usage and download history to recommend apps and games that may be relevant to individual users. Recommendations will appear across the Apps, Games, and Search tabs and evolve over time based on user activity.
App Notes add context to recommendations by explaining why a particular app has been surfaced to a user.
According to Apple, the new system is designed to make app discovery more transparent while helping users better understand personalized recommendations.
The company is also expanding opportunities for game developers through Featuring Nominations, enabling developers to submit in-game promotions, discounts, and special offers for editorial consideration within the App Store ecosystem.
New Subscription Models for Businesses and Groups
Apple is significantly expanding StoreKit 2 capabilities with two new subscription models aimed at organizations, educational institutions, businesses, and collaborative teams.
Volume Purchasing
The new Volume Purchasing option is designed for enterprise and education deployments through Apple Business Manager and Apple School Manager.
Organizations will be able to:
- Purchase subscriptions at scale
- Manage seats through existing device management systems
- Deploy apps across enterprise infrastructure
- Simplify subscription administration for large teams
Group Purchases
Apple is also introducing Group Purchases, allowing a single subscriber to purchase multiple subscription seats and invite additional users.
The system includes built-in invitation and management tools that enable participants to access subscriptions using their own Apple accounts while maintaining centralized management.
Apple says Group Purchases are suitable for a wide range of use cases, including creator teams, production groups, businesses, and family-style subscription experiences.
App Store Bundles and Subscription Retention Tools
To help developers expand monetization opportunities, Apple is introducing App Store Bundles.
The new system allows developers to combine subscriptions from multiple developers into a single package, creating new subscription offerings that may not be available individually.
Apple is also rolling out Retention Messaging, enabling developers to display tailored messages and special offers when users attempt to cancel subscriptions.
The company says these tools are designed to improve subscription retention while creating additional value for users.
Streamlined App Review Process
Apple is simplifying the App Review workflow by allowing developers to submit multiple related In-App Purchases under a single review submission.
The company is also removing the requirement for Intel Mac support on the Mac App Store, allowing developers to distribute Apple Silicon-only applications without maintaining separate Intel-compatible builds.
Apple says this change will simplify development workflows and reduce maintenance requirements for Mac applications moving forward.
New Parental Control Features Coming to the App Store
Apple is preparing the App Store for upcoming parental control enhancements arriving with iOS 27, iPadOS 27, and macOS 27.
The new features will introduce:
- Time Allowances for app categories
- Age-based recommendations
- Parent-configurable app usage controls
- Scheduled access restrictions
- Enhanced content classification
To support the new system, Apple will update its App Store age-rating questionnaire and require developers to identify apps containing social media functionality.
Apps will be categorized into:
- Social Media
- Entertainment
- Games
- Other
Apple says these classifications will help ensure more accurate parental controls and age-appropriate recommendations across its ecosystem.
Availability
Apple says Personalized Collections and App Notes begin rolling out this week in English for users in the United States, with additional languages and regions arriving later.
The updated App Store age-rating questionnaire will launch in July, while Volume Purchasing support through Apple Business Manager and Apple School Manager is scheduled to arrive this fall.
Group Purchases are expected to become available this winter, while the remaining App Store enhancements will roll out gradually over the coming months.
