Apple Powers App Store with AI: New App Stores Arrive | Festina Lente - Your leading source of AI news | Turtles AI
Apple Powers App Store with AI: New App Stores Arrive
AI-generated labels, tailored product pages, new age groups, accessibility tools, and expanded offer codes improve app discovery and management
Isabella V12 June 2025
Apple rolls out new AI-generated, human-reviewed App Store Tags to improve discovery. Get support for personalized product pages, nutrition labels, accessibility, expanded age ranges, and expanded offer codes.
Key Points:
- Labels generated by language models and then verified by humans
- Tags visible in search results and app listings
- Developers can manage and disable tags
- Introducing keyword-specific product pages
At its annual WWDC 2025, Apple unveiled a major new feature for the App Store: App Store Tags, intelligent labels applied to apps to highlight specific functional details. Initially generated by AI-powered language models that analyze metadata, descriptions, screenshots, and categories, these tags are then validated by human reviewers before publication. Once enabled, users will see them next to the app’s category in search results; tapping one will take them to a personalized collection of similar apps.
On the developer side, tag management is made possible through App Store Connect: each developer can select or delete suggested tags, ensuring that labels accurately represent the features offered. This also provides valuable data on how users discover apps.
The system is part of a package of updates that includes Custom Product Pages, product pages optimized for specific keywords, which can be activated without reviews, with keywords manageable per search session. Apple has also refined the so-called “nutritional” labels: they now include Accessibility Nutrition Labels (tools such as VoiceOver, subtitles, large text), essential information for users with accessibility needs; the age classification has been expanded to five bands for greater precision.
Finally, Apple has extended the use of offer codes to all types of in-app purchases — consumable, non-consumable and non-renewable subscriptions — with the possibility of creating up to one million codes per app each quarter and personalized destinations based on purchasing behavior.
This set of innovations represents an evolution of the App Store: app discovery becomes more targeted thanks to AI, personalization increases, transparency reaches higher levels and marketing options are expanded.