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.

The event has long been an important date for developers across the Apple ecosystem, but this year’s conference is expected to be truly different.

Early cues show Apple is moving beyond incremental updates toward a more integrated, AI-driven experience across its platforms.

At WWDC 2025, the company focused largely on stability, refinement and consistency across devices. Artificial intelligence featured, but only in a limited and controlled way. That is expected to change in 2026, with AI likely to take centre stage.

AI Takes the Spotlight

As with previous editions, WWDC 2026 will be software-focused. Apple is expected to unveil the next versions of its operating systems, including iOS 27, iPadOS 27, macOS 27, watchOS 27, tvOS 27 and visionOS 27.

The difference this time is the scale of change. Rather than adding isolated AI features, Apple is expected to integrate intelligence more deeply into how its devices function and interact with users.

iOS 27: A Smarter iPhone Experience

The iPhone is expected to be foremost to Apple’s AI drive.

Recent updates, including iOS 26.4, left some users disappointed, particularly around the lack of major improvements to Siri and limited rollout of broader AI features. With iOS 27, Apple is expected to address those gaps.

Anticipated updates include tighter integration of AI across everyday tasks. Writing tools could become system-wide, working across Messages, Mail and Notes. Photos may gain smarter organisation and editing capabilities, while the system itself could offer real-time suggestions based on user habits and routines.

There are also expectations of deeper customisation, paired with more intelligent automation that adapts to how each user interacts with their device.

macOS 27: Toward an Intelligent Desktop

macOS 27 is expected to bring a turning point for the Mac.

Apple may further optimise the system for its in-house chips, potentially phasing out support for Intel-based Macs. The update is also likely to introduce AI-powered tools aimed at boosting productivity across writing, coding and multitasking.

Search on macOS could become more context-aware, while system-wide automation may improve, allowing users to complete complex tasks more efficiently.

Beyond iPhone and Mac

While iOS and macOS will likely take attention, other parts of Apple’s ecosystem are also set for upgrades.

watchOS 27 is expected to push further into health intelligence, moving beyond basic tracking to offer more proactive insights based on user data.

iPadOS 27 could continue to narrow the gap between the iPad and the Mac. Expected improvements include stronger multitasking, more desktop-like app behaviour, AI-assisted tools for work and study, and enhanced Apple Pencil features with improved input recognition.

Updates to tvOS 27 and visionOS 27 are also expected, although details remain limited ahead of the event.

A Defining WWDC

WWDC 2026 is not coming as a routine update cycle. If expectations hold, Apple will use the event to lay the foundation for a more intelligent, AI-driven ecosystem.

Rather than incremental improvements, this year’s announcements could be a bigger shift in how Apple’s software works across its devices.