Apple’s AI Tags Boost App Store Discoverability
AI-Powered Discovery Lands on the App Store
Apple unveiled a major upgrade to App Store discovery at WWDC 2025, introducing AI-generated tags to help users find apps more efficiently. The tech giant revealed these smart labels will surface hidden features and functionalities that were previously buried in app metadata.
How AI Tags Enhance Search
When searching the App Store, users will now see these machine-generated tags alongside traditional categories. The system works by:
- Analyzing app metadata through Apple’s large language models
- Extracting key features from descriptions and screenshots
- Presenting human-reviewed results to ensure accuracy
Benefits for Users and Developers
The new tagging system offers dual advantages:
For Consumers
Searchers can tap tags to view curated collections of apps with similar functionality – a significant upgrade from the current “might also like” suggestions. This AI-powered approach surfaces:
- Niche features in apps
- Undiscovered functionality
- Better matches for specific needs
For Developers
App creators gain valuable insights through the App Store Connect platform, where they can:
- Review AI-generated tags
- Disable irrelevant tags
- Understand how users discover their apps
Additional App Store Improvements
Beyond AI tags, Apple announced several upgrades to its app marketplace:
- Custom product pages for keyword searches
- Enhanced “nutrition labels” for clearer app information
- Expanded age range categories (now five tiers)
- Extended offer code support for various subscription types
This AI integration represents Apple’s latest move to streamline digital discovery, building on existing features like automated review summaries. The enhancement promises to transform how users navigate the 2 million+ apps on the App Store while giving developers new tools to stand out in a crowded marketplace.