The App Store’s new AI-generated tags are live in the beta

Apple has rolled out its new AI-powered tagging system aimed at boosting App Store discoverability, now available in the developer beta of iOS 26. However, these tags have yet to make their way to the public App Store or influence its search algorithm. As with any impending updates to the App Store, there is much speculation regarding the potential impact on app search rankings. Recent analysis from app intelligence firm Appfigures reveals that metadata gleaned from app screenshots may be playing a significant role in determining search rankings. The analysis suggests that Apple has begun extracting text from screenshot captions, which marks a shift from the previous reliance solely on app names, subtitles, and keyword lists. At the Worldwide Developer Conference (WWDC 25), Apple confirmed that it would leverage screenshots and other forms of metadata to enhance app discoverability. Importantly, the company clarified that its method for extracting this data involves AI techniques rather than traditional optical character recognition (OCR). The new system allows Apple to categorize apps more effectively without requiring developers to manually insert keywords into screenshots. Instead, developers will have the ability to manage which AI-generated tags are linked to their apps. Additionally, Apple has assured developers that each tag will undergo human review before being published. As this feature evolves, understanding the implications of these AI-generated tags will be crucial for developers aiming to enhance their app’s visibility in the global App Store.