At WWDC, Apple says it will use AI to tag apps to improve discoverability on the App Store

At the recent Worldwide Developers Conference (WWDC 25), Apple announced an innovative approach to enhance app discoverability on the App Store through artificial intelligence. The tech giant revealed its plans to implement App Store Tags—distinct labels that will spotlight specific features and functionalities of various applications. These tags will be initially generated by Apple's advanced language models, utilizing a range of data sources, including app metadata. Following this, the tags will undergo human review to ensure their relevance and accuracy before being applied to apps available in the App Store. Users will be able to leverage these tags during their app searches, where they will be displayed alongside existing categories on the search results page. Apple believes that these new tags will illuminate vital information that is often obscured within app listings, such as details found in the app’s description, category, or even screenshots. This initiative aims to streamline the process for users searching for apps that meet their specific needs while also providing developers with valuable insights into how their applications are discovered. Currently, users can find apps using various features within the App Store, such as editorial content on the Today tab, curated collections by the editorial team, browsing through app categories, or simply utilizing the search function. Additionally, Apple monetizes the App Store through advertisements that may appear on various tabs and search results. When users click on any of the newly introduced tags, they will be directed to a curated page showcasing all apps and games that share similar functionalities, enhancing the App Store's existing recommendation system. While the generation and review of these tags will be AI-driven, developers will retain control over the tags associated with their apps. A dedicated information page within the App Store Connect platform will allow them to manage the tags or opt out of displaying any that do not align with their app’s branding. Aside from the introduction of tags, Apple outlined other enhancements for the App Store, including the ability for developers to create custom product pages tailored to specific keyword searches. The app “nutrition labels” feature is also set to improve, with an expansion of age range classifications and the introduction of offer codes for various app types, including consumables and subscriptions.