Apple has introduced several new App Store features aimed at improving app discovery for users and giving developers more ways to promote their apps.
One of the biggest additions is personalized collections. This new feature recommends apps and games based on a user’s interests and activity. Apple also adds App Notes, which explain why a particular app appears in the recommendations.
Personalized collections can show up across the Apps, Games, and Search tabs. Moreover, the recommendations will change over time as users download and use different apps. Currently, the feature is available in English for users in the United States. Apple plans to expand support to more regions and languages later.
For developers, Apple is rolling out Creative Assets, which allow rich images and videos to appear in product page headers and search results. These assets go beyond traditional screenshots and app preview videos. Developers can use them to showcase seasonal content, highlight new features, or strengthen their brand identity.
In addition, Creative Assets works with custom product pages and Apple’s existing product page optimization tools. This gives developers more flexibility when testing and promoting content.
Apple has also launched a new asset library in App Store Connect. The feature provides a central place for developers to manage creative materials. As a result, they can reuse assets across promotions and in-app events without uploading them again.
Developers can now submit creative assets for App Review separately from a full app update. This change is especially useful for campaigns that require quick approval and deployment.
Meanwhile, Apple is making changes to app distribution on Mac. Apps and games listed on the Mac App Store no longer need Intel support. Developers can now release Apple silicon-only binaries, simplifying development for modern Mac devices.
The company is also streamlining the review process. Developers can now include multiple In-App Purchases in a single App Review submission instead of sending them separately.
Apple also confirmed changes to the age rating questionnaire in App Store Connect. The update will arrive in July and will let developers specify whether their apps include social media features. These features include interactions with user-generated content through social feeds.
The updated questionnaire supports new parental control tools coming with iOS 27, iPadOS 27, and macOS 27. Through the new Time Allowances feature, parents will gain more detailed control over how long children can spend in different app categories, including Entertainment, Games, and Social Media.
