Apple introduced App Tags at WWDC and they’re now being rolled out to various apps throughout the App Store. These tags are “AI-generated and then human-reviewed”, giving apps descriptive labels that highlight content, features, or themes. This creates both opportunities and risks. Relevant tags can improve discoverability, but irrelevant or misleading ones may confuse users or weaken an app’s positioning.
App Tags are labels that Apple applies to apps in the App Store to give users quick context about what an app offers. These tags are generated through Apple’s AI systems and then reviewed by humans for accuracy. In some cases, tags can appear because of cross-promotion or metadata references, which may lead to results that feel off.
Tags add a new layer to how apps are presented and discovered. For developers, these tags matter because they can influence visibility in search, shape first impressions, and highlight key features that help an app stand out. On the other hand, irrelevant or misleading tags risk creating confusion or weakening user perception.
Developers should regularly review the tags applied to apps in App Store Connect to ensure they accurately reflect the app’s features and positioning. Aligning tags with the app’s core value and user experience helps reinforce discoverability and prevents confusion. Because tags are AI-generated and may evolve over time, periodic checks are essential to catch any shifts that don’t align with the app’s purpose. If tags appear irrelevant or misleading, steps can be taken to request adjustments. This way, the app remains represented as clearly and effectively as possible.
App Tags are becoming an increasingly important part of how apps are positioned within the App Store. By monitoring and refining these labels, developers can strengthen their presence, reduce confusion, and highlight the value of their apps more effectively. Taking a proactive approach ensures that tags function as an advantage rather than a distraction in shaping how apps are understood and surfaced.
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