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Alongside WWDC, Apple is announcing a whole host of new App Store features, all of which will be released this year. Developers will gain more freedom in marketing their apps, new subscription models for groups and organizations, and a streamlined submission process. User discoverability is also set to improve.
Alongside WWDC on June 8, 2026, Apple unveiled a package of new features for the App Store, which will be rolled out throughout the year. The store is constantly evolving - most recently with the planned opening of the App Store to AI agents - and these latest steps aim to give developers more freedom in marketing, new business models for in-app purchases, and a more efficient app review process. At the same time, users should find it easier to discover the apps and games that are right for them.
New ways to market apps
Creative Assets provide developers with rich images and videos that appear in the header of product pages and in search results. Beyond standard screenshots and previews, they can be used to emphasize a brand, promote seasonal offers, or highlight new content. The assets work with custom product pages and product page optimization, allowing you to test what performs best. App Store Connect also offers a product page preview that shows how assets, descriptions, and screenshots will appear on iPhone and iPad across different languages, in dark mode, and in portrait and landscape orientations.
The new Asset Library brings all these elements together in one place within App Store Connect: Creative assets, app preview videos, and screenshots can be managed centrally and reused via custom product pages and in-app events, eliminating duplicate uploads. Assets can also be submitted for review independently of an app update—useful for rolling out seasonal themes or fine-tuning an Apple Ads campaign without delay.
Improved discoverability and increased engagement
On the user side, the App Store is getting new ways to connect people with relevant experiences. Personalized collections based on interests, along with App Notes that explain why a particular app is recommended, are designed to help users discover new things. These recommendations can appear on the Apps, Games, and Search tabs and will evolve over time based on usage and downloads. Personalized collections and App Notes launch this week, initially in English in the US; other languages and regions will follow.
To boost discovery and monetization, game developers can highlight special offers in the Apple Games app. Through "Featured Nominations," they can submit suggestions to the App Store editorial team for an in-game offer or a limited-time discount.
Subscriptions on a large scale
Apple is introducing new ways to offer subscriptions at scale through in-app purchases. Based on StoreKit 2, developers will soon be able to enable subscriptions for groups and organizations within their apps, utilizing two new configuration options to build multi-user experiences. This aligns with recent changes to App Store subscription models.
Volume purchasing through Apple Business Manager and Apple School Manager allows subscriptions to be sold to business and education customers who already purchase apps in large quantities; seat allocation is handled through existing device management processes. With group purchases, on the other hand, a subscriber buys multiple seats as a single purchase and then invites other people, each of whom joins with their own account. Volume purchasing will be available in the fall, followed by group purchases in the winter.
New App Store bundles allow developers to collaborate for the first time and offer users subscriptions to multiple apps from different providers at a lower price. Suites also allow developers to create subscription packages that are not available individually. Additionally, retention messaging is being rolled out to all developers in App Store Connect: this allows developers to target subscribers with tailored messages or special offers during the cancellation process.
Streamlined submissions
Apple is also simplifying the review process. In-app purchases and related items can now be combined into a single, bundled submission for app review. Furthermore, apps and games in the Mac App Store no longer require Intel support. This allows developers to release pure Apple Silicon versions and eliminates the need to maintain multiple builds.
A boost for the new time limits
Once apps are installed on a child's device, parents can use tools like Screen Time to control when they can be used. The new time limits in iOS 27, iPadOS 27, and macOS 27 offer flexible options across categories such as entertainment, games, and social media, thus complementing the existing parental controls on iPhone and iPad.
To make this work, developers will have new ways to correctly categorize their apps in App Store Connect. The age rating questionnaire will be updated in July, allowing developers to indicate whether an app contains social features such as interacting with user-generated content via a social feed. Apps will then be automatically assigned to the appropriate category – Social Media, Entertainment, Games, or Other. This will ensure that apps with social features are accurately classified, enabling parents to make informed decisions for their families.
The App Store is preparing for new business models
In summary, Apple is shifting the App Store from a pure distribution channel to a platform that gives developers more entrepreneurial freedom – from more flexible marketing and shared subscriptions to cross-platform bundles. This creates new opportunities for both independent developers and large studios to build reach and generate recurring revenue. Apple is rolling out each feature in stages throughout the year: initial recommendations launch this week, volume buying follows in the fall, and group purchases in the winter. (Image: Apple)
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