Apple Brings Personalized Recommendations and Marketing Tools to App Store

Apple unveiled several updates to the App Store last week, among them personalized app and game suggestions plus fresh promotional capabilities for creators.

Personalized Collections surface tailored recommendations with explanations. The new discovery tool displays curated selections inside the Apps, Games, and Search sections. Accompanying each suggestion are "App Notes" that clarify the reasons behind its appearance. These groupings adapt gradually in response to shifting download and usage habits.

The service launched in English for users in the U.S., with plans to expand to more languages and territories.

Creative Assets give developers richer marketing options. Creators can now supply high-quality images and videos that occupy prominent spots on product pages and in search listings. The materials extend past ordinary screenshots or preview videos, enabling emphasis on seasonal updates, fresh capabilities, or overall branding. They integrate smoothly with custom product pages and the platform’s current testing features for page optimization.

Asset Library centralizes developer materials for reuse. Inside App Store Connect, a dedicated library now consolidates every creative file. Assets may be applied repeatedly to in-app events and promotional drives without repeated uploads. Submissions for review can also occur separately from complete app revisions, supporting urgent promotional schedules.

Additional developer workflow changes simplify submissions. Titles on the Mac App Store no longer need Intel compatibility, clearing the path for binaries built solely for Apple silicon. Multiple In-App Purchases can be bundled into one review request. In July the age-rating survey within App Store Connect will add an option for developers to note whether their software offers social media functions, including engagement with user-created posts through feeds. That detail connects to forthcoming Time Allowances tools slated for iOS 27, iPadOS 27, and macOS 27 that furnish parents tighter restrictions on children’s time inside apps grouped under Entertainment, Games, and Social Media.

The age rating questionnaire update arrives one month after the initial announcement.