WWDC 2025: ASO Updates

At WWDC 2025, Apple introduced a series of powerful App Store updates that give developers greater control over how their apps are discovered, presented, and measured. From App Store Tags to keyword-enhanced custom product pages and the debut of a dedicated Games app, these changes mark a new era for App Store Optimization (ASO). Here's what you need to know — and how to take advantage of these tools.  

New App Store Tags: Boost Discovery Through Relevance

Apple introduced AI-powered App Store Tags to improve app discoverability. These tags, generated by Apple’s large language models and human-reviewed, highlight specific app features and functionalities, making it easier for users to find relevant apps through search. Why Tags Matter for ASO:

• They enhance category-level discoverability, especially when editorial teams build themed collections.
• Accurate tags can improve conversion when users are able to quickly understand your app.

Pro Tip: Choose tags that reflect actual user behavior and intent, not just everything Apple provides. Review competitors’ tags and test different combinations over time.    

Custom Product Pages + Keywords = Better Targeting

Apple is expanding the capabilities of Custom Product Pages (CPPs) by allowing developers to associate keywords with each CPP variant. This means you can now tailor landing pages based on search intent. This has been long available to developers on the Play Store through Custom Store Listings, and it's a much anticipated feature on the App Store. ASO Benefits:

• Higher conversion rates by aligning messaging with searcher intent.
• Customized assets based on searches and user behavior.
• Deep-linking to specific sections of your app based on search queries.

Pro Tip: Adding deep links will help users navigate to specific sections of your app, based on what they just searched!    

Meet the New Games App

Apple is launching a standalone Games app to house Apple Arcade and traditional App Store games in one unified, immersive hub. This app will include:

• Personalized game recommendations
• Social features (e.g., friend activity)
• Dynamic collections like “Just Updated” or “Level Up Fast”

What This Means for Game Developers:

• Expect more curated visibility for games outside the standard App Store
• Your game's tags and CPP strategy will influence what surfaces in this new discovery flow
• It creates another channel for re-engagement and cross-promotion within the Apple ecosystem

Pro Tip: If you publish games, now is the time to revisit your metadata, creatives, and event strategies to align with how users will browse in this new context.    

Additional New Features/Announcements

• Over 100 New Metrics: App Analytics now offers more than 100 new metrics, enabling developers to track detailed aspects of app performance, such as cancellation reasons, offer usage, and subscription lifecycle events (start, renew, cancel).
• Cohort Tracking: Developers can analyze user behavior over time through cohort tracking, allowing for better understanding of user retention and engagement patterns.
• Device, Region, and Source-Based Segmentation: New segmentation options allow developers to break down analytics data by device type, geographic region, and acquisition source, providing more granular insights into user demographics and behavior.
• Retention Messaging API Performance Testing: The updated Retention Messaging API now supports A/B testing, enabling developers to optimize messaging strategies to improve user retention.
• Improved App Nutrition Labels: The “nutrition labels” feature for apps has been expanded to provide more detailed information about app content and functionality.
• Expanded Age Range Options: App Store now supports five age range categories, likely in response to regulatory requirements for age verification and parental consent, improving app discoverability for specific age groups.
• Offer Codes for Multiple Purchase Types: Offer codes have been extended to cover consumables, non-consumables, and non-renewing subscriptions, giving developers more flexibility in promotional strategies.

 

Final Thoughts: Discovery Is Becoming More Intent-Driven

With these updates, Apple is clearly shifting toward intent-based discovery — combining tags, keywords, page variants, and new storefronts to surface apps in smarter, more personalized ways. As these updates roll out, it's more important than ever to utilize every aspect of Apple's ecosystem to improve discoverability, grow your user base and convert.