Apple now uses AI to guide what apps you see
Apple announced at WWDC 25 that it will implement AI-powered App Store Tags to improve app discoverability. The tags, highlighting specific app features and functionalities, will be generated via AI and human review.
The new App Store Tags will be visible on the App Store search page alongside categories and within app search results. Apple states that the tags will surface information typically found in app descriptions, categories, metadata, or screenshots.
Users who tap on a tag will be directed to a curated collection of apps with similar features. This functions as an extension of the App Store’s “might also like” feature.
Developers can manage the tags associated with their apps through a new information page in App Store Connect. This allows developers to deselect unwanted tags from appearing on an app’s product page.
AI is already used within the App Store to create brief summaries of app reviews.
In addition to tags, Apple announced that developers can create custom product pages that appear when users search for apps using specific keywords. Improvements are also being made to app “nutrition labels,” including expansion of app age ranges to five categories. Offer codes are being extended to consumables, non-consumables, and non-renewing subscriptions.