Apple Unveils AI-Driven Tagging System to Enhance App Discoverability in the App Store

Apple is set to implement artificial intelligence technology for application discovery in the App Store, as announced by the company during this week’s Worldwide Developers Conference (WWDC 25).

In a session focused on updates to App Store Connect—the developer platform—Apple introduced App Store tags, which are labels highlighting specific features and capabilities of applications.

Initially, these tags will be generated by Apple’s large language models, utilizing various sources, including app metadata. Human verification will follow before these tags are applied to the apps in the App Store.

Apple customers will be able to take advantage of these tags when searching for apps, where they will be displayed alongside categories on the search page and next to applications in search results.

According to Apple, the new tags will aid users in discovering information that is often buried in app listings, such as app descriptions, categories, metadata, or even screenshots. The company believes that tags will make it easier for users to find apps with desirable features and help developers gain insights into how users discover their applications.

Currently, users find apps through a variety of App Store features, including editorial content on the «Today» tab, editor-curated collections, browsing app categories, or using the App Store search function. Additionally, Apple monetizes the App Store through advertisements that may appear on the «Today» tab, the search tab, on product pages, and in search results.

When App Store users click on one of the new tags, they will be directed to a new page showcasing a carefully curated collection of all apps and games with similar features. This enhances an existing App Store feature that suggests additional apps users may «also like» at the bottom of individual listings.

Although the tags themselves are generated and vetted by artificial intelligence, the final decision regarding which tags will be associated with applications will rest with the developers. A new informational page will be introduced within App Store Connect, allowing developers to manage tags or disable those they do not want associated with their app page.

Apple is already utilizing AI in its App Store to summarize app reviews, condensing feedback into concise paragraphs.

Furthermore, Apple has announced that developers will have the ability to create their own product pages, which will appear in app searches based on specific keywords. The company is enhancing the «nutrition labeling» feature in apps, expanding the age rating categories (now totaling five), and extending promotion codes to in-app purchases, non-consumables, and limited-time subscriptions.

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[Source](https://techcrunch.com/2025/06/11/at-wwdc-apple-says-it-will-use-ai-to-tag-apps-to-improve-discoverability-on-the-app-store/)