Apple announced a series of new App Store features last week, including personalized app recommendations and expanded tools for developers to market their apps.
The most visible change to users is Personalized Collections, a new discovery feature that presents app and game recommendations tailored to individual interests and behaviors. Next to each recommendation, new “App Notes” explain why a specific app appears.
Collections may appear in the Apps, Games, and Search tabs and will evolve over time as users’ download and usage patterns change. Apple says the feature is now available in English in the US, with other languages and regions to follow.
For developers, Apple is introducing creative assets, rich images and videos that can appear in a product page header and in search results, going beyond standard screenshots and app preview clips. These assets can be used to highlight seasonal content, new features, or brand identity, and are compatible with Apple’s existing custom product pages and product page optimization testing tools.
A new Asset Library in App Store Connect gives developers a single place to manage all creative media, with the ability to reuse assets in in-app events and promotions without re-uploading them. Developers can also submit assets for app review approval independent of a full app update, which is useful for time-sensitive campaigns.
Apps and games in the Mac App Store no longer require Intel support, allowing developers to deliver Apple binaries only on silicon. Apple also allows developers to consolidate multiple in-app purchases into a single app review submission, streamlining the process.
Apple also announced that the age rating questionnaire in App Store Connect will be updated in July to allow developers to indicate whether their app includes social media features such as interacting with user-generated content through a social feed. This ties into new time allocation features available in iOS 27, iPadOS 27, and macOS 27, which give parents more granular controls over the time kids spend in apps across categories, including entertainment, games, and social media.
