Apple is launching AI-powered tags to help users find apps on the App Store faster. The announcement came at WWDC 2025 during an update to App Store Connect.
These new App Store Tags will be generated by Apple’s large language models using info like app metadata. Humans will review the tags before they go live.
Tags highlight key features and functions within an app, aiming to surface details usually buried in descriptions or screenshots. Users will see them with app categories on search pages and results. 
Tapping a tag leads to a new page listing apps and games with similar features. This extends Apple’s existing “might also like” feature at the bottom of app pages.
Developers can manage or remove tags linked to their apps through a new App Store Connect info page. Apple also already uses AI to summarize app reviews into quick paragraphs.
Additional App Store upgrades include custom product pages linked to specific keywords, expanded app age ranges (now five total), better app “nutrition labels,” and offer codes covering more purchase types.
Apple aims to combine AI with human oversight to improve app discovery and help developers track how users find their apps.
