Apple Uses AI to Boost App Store Discoverability at WWDC
▼ Summary
– Apple announced AI-powered App Store Tags at WWDC 25 to improve app discovery by highlighting features and functionalities.
– Tags will be AI-generated from app metadata, then human-reviewed before appearing in search results and app listings.
– Users can search with tags to find apps with specific features, while developers can manage tags in App Store Connect.
– Tapping a tag directs users to a curated collection of apps with similar functionalities, expanding discovery options.
– Apple is also introducing custom product pages, improved app “nutrition labels,” and expanded offer codes for developers.
Apple is leveraging artificial intelligence to transform how users discover apps on the App Store, introducing a new tagging system designed to improve search accuracy and developer visibility. The announcement came during WWDC 25, where the company revealed App Store Tags, AI-generated labels that highlight specific features within apps. These tags will initially be created using large language models analyzing metadata, descriptions, and other app details before undergoing human review.
Users will see these tags alongside search results and categories, making it easier to pinpoint apps with the exact functionalities they need. For developers, this means better insights into how their apps are discovered, as the tags surface details that might otherwise remain hidden in lengthy descriptions or screenshots. The system aims to bridge the gap between user intent and app discovery, offering a more intuitive browsing experience.
Currently, app discovery relies on editorial content, curated collections, category browsing, and search, alongside paid ads appearing on the Today tab, search results, and product pages. With the new tags, tapping on one will direct users to a dedicated page showcasing apps with similar features, expanding on the existing “You Might Also Like” recommendations.
Developers retain control over their app’s tags through App Store Connect, where they can review, add, or remove labels to ensure accuracy. This follows Apple’s existing use of AI for summarizing user reviews, demonstrating the company’s continued investment in machine learning to enhance the App Store ecosystem.
Beyond tags, Apple is rolling out additional updates, including custom product pages for targeted keyword searches, refined app “nutrition labels,” expanded age range options, and broader offer code availability for subscriptions and in-app purchases. These changes reflect Apple’s ongoing effort to streamline app discovery while giving developers more tools to connect with their audience.
(Source: TechCrunch)
