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.

This development comes at a time when regulators and parents are questioning the safety of AI tools for young users.

The new feature allows parents and teenagers to link their accounts, enabling a set of safeguards once both sides accept the invitation. Once connected, parents can decide whether ChatGPT stores past conversations, generates images, or operates in voice mode. 

They can also set “quiet hours” to block usage during certain times and prevent their child’s chats from being used to train OpenAI’s systems.

While parents gain more control, they will not be able to read transcripts of their teenager’s conversations. OpenAI explained that in rare situations where serious safety risks are detected, parents may receive alerts containing only the details necessary to protect their child.

A key part of the update is the enhanced content protections built into linked teen accounts. These filters aim to reduce exposure to harmful material such as graphic content, viral challenges, violent or romantic roleplay, and extreme beauty standards. OpenAI stressed that these protections were developed after reviewing research on adolescent development.

Robbie Torney, senior director of AI Programmes at Common Sense Media, welcomed the step but emphasised the role of families in creating safer digital spaces: “These parental controls are a good starting point for parents in managing their teen’s ChatGPT use. Parental controls are just one piece of the puzzle when it comes to keeping teens safe online, though—they work best when combined with ongoing conversations about responsible AI use, clear family rules about technology, and active involvement in understanding what their teen is doing online.”

The company has also introduced a resource page for parents, bringing together guidance on ChatGPT, tips for safe use, and expert advice. It said the tools will continue to evolve, especially as work progresses on an age-prediction system designed to automatically apply teen-appropriate settings.

In recent months, U.S. regulators have investigated whether chatbots expose minors to harmful interactions. Meta, for instance, had a case when its AI systems were found to allow “flirty” conversations with teenagers.

OpenAI, backed by Microsoft, reported that ChatGPT currently has around 700 million weekly active users; with its new parental controls, the company is hoping to strike a balance between protecting teenagers and supporting families in navigating the fast-growing influence of artificial intelligence at home.