Apple Adds Personalized Recommendations and New Marketing Tools to the App Store

Apple last week announced a series of new App Store features, including personalized app recommendations and expanded tools for developers to market their apps.

The most visible change for users is Personalized Collections, a new discovery feature that surfaces app and game recommendations tailored to individual interests and behavior. Alongside each recommendation, new "App Notes" explain why a specific app is being surfaced.

The collections can appear across 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 U.S., with additional languages and regions to follow.

For developers, Apple introduces Creative Assets, rich images and videos that can appear in a product page header and 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 custom product pages and Apple's existing product page optimization testing tools.

A new Asset Library in ‌App Store‌ Connect gives developers a single place to manage all creative materials, with the ability to reuse assets across in-app events and promotions without re-uploading them. Developers can also submit assets for App Review approval independently of a full app update, which is useful for time-sensitive campaigns.

Mac App Store apps and games no longer require Intel support, allowing developers to ship Apple silicon-only binaries. Apple is also allowing developers to group 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 capabilities such as interacting with user-generated content through a social feed. This ties into new Time Allowances features coming in iOS 27, iPadOS 27, and macOS 27, which give parents more granular controls over how much time children spend in apps across categories including Entertainment, Games, and Social Media.