Apple Adds New App Store Marketing and Subscription Tools for Developers

Apple today announced a new round of App Store features designed to give developers more ways to market apps, reach users, manage subscriptions, and submit in-app purchases for review. The changes include new promotional assets, personalized discovery features, expanded subscription tools, and a notable Mac App Store policy update that drops the requirement for Intel support.

Marketing and App Store Connect

Developers will be able to use new Creative Assets, including rich images and videos, in the product page header and in App Store search results. Apple says the assets can be used alongside standard screenshots and app previews to highlight a brand, seasonal content, or new app features.


Creative Assets will also work with custom product pages and product page optimization, allowing developers to test which artwork and messaging performs best. App Store Connect is adding a product page preview that shows how Creative Assets, descriptions, and screenshots will appear on iPhone and iPad, including across languages, Dark Mode, and portrait or landscape orientation.

Apple is also introducing an Asset Library in App Store Connect for managing Creative Assets, app preview videos, and screenshots in one place. Developers will be able to reuse assets across custom product pages and In-App Events, and submit assets for App Review separately from a full app update.

Discovery and Game Offers

The App Store will add Personalized Collections based on a user's interests, along with App Notes that explain why particular apps are being recommended. These recommendations may appear on the Apps, Games, and Search tabs, and will evolve based on app usage and downloads.

Personalized Collections and App Notes begin rolling out this week in English in the United States, with additional languages and regions coming later.


For games, Apple says developers will be able to showcase special offers in the Apple Games app. Using Featuring Nominations, developers can propose an in-game offer or limited-time discount to the App Store editorial team.

Subscriptions and Bundles

Apple is expanding In-App Purchase subscriptions with new StoreKit 2-powered options for groups and organizations. The first is volume purchasing through Apple Business Manager and Apple School Manager, letting developers sell subscriptions to enterprise and education buyers that already procure apps at scale. Seat assignments can be managed through existing device management workflows. Volume purchasing will be available this fall.

The second option is group purchases, which will let one subscriber buy seats in a single purchase and invite other people to access the subscription from their own Apple Accounts. Apple says developers will be able to configure both volume purchasing and group purchases from App Store Connect. Group purchases are coming this winter.

New App Store Bundles will let developers partner with each other to offer subscriptions to multiple apps from different developers at a lower combined price. Developers will also be able to create Suites, which are subscription packages that are not sold as standalone purchases.

Retention Messaging is rolling out to all developers in App Store Connect, giving them a way to show tailored messages or offers during the subscription cancellation flow.

App Review and Mac App Store Changes

Apple is simplifying App Review submissions for in-app purchases by allowing developers to group multiple In-App Purchases and related items into a single unified App Review submission.

For Mac developers, Apple says apps and games on the Mac App Store no longer need to include Intel support. That means developers can submit Apple silicon-only binaries without maintaining a separate Intel-compatible build.

Time Allowances

Apple also outlined changes tied to the new Time Allowances features in iOS 27, iPadOS 27, and macOS 27. The parental control feature lets parents manage how much time kids and teens spend in app categories including Entertainment, Games, and Social Media. A new Schedules option lets parents choose which apps are available at different times of day.

To support those controls, Apple will update the App Store age rating questionnaire in July so developers can identify whether their app includes social media features, such as interaction with user-generated content through a social feed. Apps will then be sorted into Time Allowance categories: Social Media, Entertainment, Games, or Other.