Apple is overhauling the App Store with new subscription tools, personalized recommendations, and marketing features that give developers more ways to attract customers and grow their businesses.
Apple announced the changes on June 8 during WWDC 2026 as part of an effort to help developers grow on the App Store. New features include subscription options for groups, businesses, and schools.
Users will see new recommendation tools that explain why specific apps appear across the App Store. Apple will roll out those features alongside new marketing tools throughout 2026 that help developers promote apps and reach potential customers.
Apple pushes the App Store beyond individual subscriptions
Apple is rolling out new App Store subscription options tailored for groups, businesses, and schools, thanks to the latest StoreKit 2 features. Developers can now offer group subscriptions, allowing one customer to purchase multiple seats and invite others to join.
The company is also bringing subscription support to Apple Business Manager and Apple School Manager. Enterprise and education customers will be able to buy subscriptions at scale through existing device management systems.
Volume purchasing will be available this fall, and group subscriptions will launch this winter.
App Store Bundles let multiple developers offer subscriptions together at a discounted price. Suites combine services into subscription packages that aren't available separately.
Apple is also giving developers a new way to reduce subscription cancellations through Retention Messaging. The feature lets apps present tailored offers or additional information during the cancellation process in an effort to keep subscribers from leaving.
Creative Assets let developers add richer images and videos to App Store listings. The content can appear in product page headers and search results, giving developers more ways to showcase apps and games.
Developers can reuse Creative Assets across custom product pages and promotional events through a new Asset Library in App Store Connect. Apple will also let developers submit promotional assets for App Review separately from app updates.
Developers gain more ways to promote apps, reach customers, and sell subscriptions.Apple is introducing recommendation features that explain why specific apps appear across the App Store. Personalized Collections and App Notes use a customer's downloads and app activity to surface more relevant suggestions over time.
App Notes explain why specific apps appear in App Store recommendations, while Personalized Collections tailor suggestions based on a user's interests and activity. The features began rolling out on June 8 in English in the United States, with additional languages and regions arriving later.
Submission changes reduce developer overhead
Apple is simplifying parts of the App Store review process. Developers will be able to submit multiple in-app purchases as part of a single App Review package rather than managing separate submissions.
The Mac App Store no longer requires developers to support Intel-based Macs. Developers can now distribute Apple Silicon-only apps, eliminating the need to maintain separate Intel-compatible versions.
Several App Store updates also connect to Apple's broader child safety efforts in iOS 27, iPadOS 27, and macOS 27. New Time Allowance tools will help parents manage how long children spend in app categories such as social media, games, and entertainment.
Developers will need to provide more information about social features in their apps. Apple will use that information to improve app classifications for parental controls.
The updated categories will support the new Time Allowance system across iOS 27, iPadOS 27, and macOS 27.
Developers gain more ways to promote apps, reach customers, and sell subscriptions. Users get clearer recommendations and additional tools for managing app experiences across Apple's platforms.
