Apple has updated its App Store, adding new tools aimed at how users discover apps as well as how developers market and sell them.
The changes were announced at Apple’s Worldwide Developers Conference in Cupertino, where the company said it wants to make discovery more personal while also giving developers better management over promotion and subscriptions.
One of the additions is a feature called Personalised Collections. This will surface app recommendations based on a user’s interests and activity.
Apple says the suggestions will appear across the Apps, Games and Search tabs and will adjust over time as users download and interact with more apps.
Alongside this, App Notes will appear to explain why a particular app has been recommended.
These recommendations will begin rolling out in English in the United States first, with other regions and languages to follow later.
Developers will also get new marketing tools. Apple is introducing Creative Assets, which allow richer images and videos to appear on product pages and in search results. These assets can be used to highlight updates, seasonal offers or new features.
There is also a new Asset Library inside App Store Connect, a central storage system where developers can manage screenshots, preview videos and other promotional content in one place.
Apple says this will reduce repeated uploads and make campaigns easier to manage across different pages and events.
On the subscription side, Apple is expanding how apps can be sold to groups. Developers will be able to offer subscriptions to organisations using volume purchasing through Apple Business Manager and Apple School Manager.
These purchases can be assigned across users through existing device management systems.
There is also a new group purchase option which allows one user to buy a subscription and invite others to join under the same plan. This will be handled through built-in invitation tools so users can accept and join without friction.
New App Store Bundles will also allow developers to package subscriptions from different apps together at a reduced price. In addition, Suites will let developers create grouped subscription packages that are not available as individual purchases.
Apple is also adding Retention Messaging tools, allowing developers to present tailored messages or offers when a user tries to cancel a subscription. The aim is to give users alternatives before they leave a service.
For app review and submission, Apple says it is simplifying the process. Developers will now be able to group multiple in-app purchases into a single submission for review, instead of sending them separately. This is designed to speed up approvals and reduce delays.
On the Mac App Store, Apple is also removing the requirement for Intel support. Developers can now ship apps built only for Apple silicon devices, cutting down on the need to maintain multiple versions.
Parental controls are also getting updates. New Time Allowances in iOS 27, iPadOS 27 and macOS 27 will let parents set limits on how long children can use apps across categories such as games, entertainment and social media. Schedules will also allow access to be controlled at different times of the day.
Apple says apps will be categorised more strictly under this system. Developers will also need to update age rating details, including whether their apps involve social features such as user-generated content. These updates will feed into how apps are grouped for parental controls.
