Apple announced at its Worldwide Developers Conference (WWDC 25) that it will begin leveraging artificial intelligence to improve app discoverability on its App Store.
During a session detailing updates to App Store Connect—the company’s platform for developer app distribution—Apple revealed the introduction of “App Store Tags”. These tags will highlight specific features and functionalities within an app, making such information more visible and accessible.
Initially, these tags will be generated automatically using Apple’s advanced large-language models drawing from various sources, including an app’s metadata. Following their automated generation, tags will undergo human review before appearing on the App Store.
Users browsing the App Store will see these AI-generated tags alongside the usual categories, both in search results and on individual app pages. Apple specifies the tags will help uncover valuable information typically hidden deep within an app’s product listing—such as detailed descriptions, category-specific data, metadata, and even elements from screenshots.
Consumers can also access curated collections by tapping on these tags, directing them to groups of apps and games that share similar features or capabilities. This builds upon an existing App Store functionality that recommends related apps within individual app pages.
Although tags are initially AI-generated and reviewed internally, Apple confirmed developers will have full control over the tags associated with their products. Through a new section within the App Store Connect platform, developers will be able to manage their selected tags, including removing any they consider inaccurate or irrelevant.
Currently, Apple already utilizes AI for summarizing user reviews into concise paragraphs on the App Store. Beyond tags, Apple is also enhancing other app discovery and presentation tools. Developers will soon be able to create custom product pages tailored specific to certain search keywords. Apple also announced improvements to its “nutrition labels” for apps, the expansion of available app age range categories to five distinct segments, and broader availability of offer codes applicable to consumable, non-consumable, and non-renewing subscription products.
