What’s new in App Store

Apple Intelligence brings powerful generative AI directly to your apps — with new App Intents integrations for Siri and the Foundation Models framework for building intelligent features in-app. If you’re enrolled in the App Store Small Business Program and your app has fewer than 2 million total first-time App Store downloads, you can access the next generation of Apple Foundation Models running on Private Cloud Compute at no cloud API cost.

Explore new ways to share your apps and games with the world.

New ways to market your app on the App Store

Discover new visuals to showcase your apps and games to millions of people on the App Store. With expanded image and video options, you can now go beyond showing your apps and games in use, highlighting things like your brand, seasonal offerings, exciting new content, and more. These creative assets complement your existing app previews and screenshots and can appear in new places across the App Store, including:

• Product page headers: Build excitement right at the top of your product page.
• Search results: Reach people in relevant search results on the App Store and in the Apple Games app.
• App Store features: Use these visuals on your custom product pages and even test them using product page optimization.
• Apple Ads: Boost your app or game’s discovery on the Today tab and in search results with Apple Ads campaigns.

Submit your images and videos in App Store Connect using Asset Library — a new, centralized place to manage your App Store visual assets.

Asset Library

Introducing Asset Library: A new centralized place in App Store Connect that lets you streamline your creative workflow. Upload and manage your app’s visual elements — including images, videos, app previews, and screenshots — and use them in multiple places across the App Store. Submit assets independently of an app submission, and even get them approved in advance for use in a future product page update or Apple Ads campaign. You can access your Asset Library in App Store Connect, including when you configure App Store features like custom product pages or In-App Events.

Product page preview in App Store Connect

A new tool in App Store Connect lets you visualize your product page before it’s published on the App Store. See how your header, app name, description, screenshots, and search results creative assets will appear to customers, so you can pick just the right visuals and metadata to share your app or game with the world.

Personalized Collections on the App Store

To help more people find your apps and games, the App Store will include new Personalized Collections based on their interests. These tailored recommendations can appear on the Apps, Games, and Search tabs, along with a clear explanation for each app that shares why it’s relevant for them. Collections evolve over time based on someone’s app usage and downloads, as well as other App Store information, in order to adapt to their needs as they change.

Streamlined Apple In-App Purchase submission experience

Unify and better organize your Apple In-App Purchase workflow with an enhanced submission experience in App Store Connect. Group multiple In-App Purchases — including subscriptions — into a single submission. Or combine your In-App Purchases with additional review items such as In-App Events, custom product pages, and product page optimization tests. Once you submit, you can check the status and view any messages from App Review, all in a centralized view in App Store Connect.

Retention Messaging

Tap into Retention Messaging to reach subscribers right at the moment they choose to cancel and encourage them to stay. With Retention Messaging, you can provide additional messaging to subscribers that reminds them about your subscription value — without adding additional friction to the cancellation flow. Share custom messaging about the value of your subscription alongside your provided imagery and even share a special offer.

Configure Retention Messages in App Store Connect, or use the Retention Messaging API to more directly interact with your subscribers in real time and configure additional options.

Subscription Bundles and Suites

Help people get more value from your auto-renewable subscriptions across apps with new Bundle and Suite configuration options. With Bundles, people can purchase access to multiple subscriptions in a single subscription using Apple In-App Purchase, rather than having to individually purchase each one. Or configure a Suite, which lets you offer a set of subscriptions that aren’t available standalone, which people can purchase as a single subscription using Apple In-App Purchase.

Offer subscriptions to groups and organizations

We’re introducing two new ways to offer your subscriptions to people beyond an individual subscriber: Group Purchases and Volume Purchasing. These new configuration options make it effortless for you to grow your subscriber base in new ways.

Group Purchases let a subscriber buy multiple seats as a single purchase, then invite others to access the subscription. Apple provides the invitation flow, so it’s seamless to send invitations, accept, and join. Each subscriber joins from their own account, making it easy to see and manage who's in your group. You can use Group Purchases to offer your subscription to consumers and creative teams alike, from independent creators working together to full production companies, giving everyone the tools to do their best work. Volume Purchasing makes your subscription available to enterprise and education buyers through Apple School Manager and Apple Business. This allows you to reach organizations that already procure apps at scale. Seat assignments are managed through existing device and identity management workflows, so your subscription naturally fits into the way people already work.

Monthly Subscriptions with a 12-Month Commitment

With monthly subscriptions with a 12-month commitment, people now have a new, more affordable option when paying for auto-renewable subscriptions on the App Store.

To provide transparency, people can easily view the number of completed and remaining payments for the subscription in their Apple Account. Apple will also send an email and, if they’ve opted in, push notifications ahead of their renewal date to remind them of their upcoming purchase.

Monthly subscriptions with a 12-month commitment are available worldwide to people on iOS 26.4, iPadOS 26.4, macOS Tahoe 26.4, tvOS 26.4, and visionOS 26.4, or later, with the exception of the United States and Singapore. You can configure this type of subscription in App Store Connect and test it in Xcode.

Make the most of your game with new StoreKit plug-ins for Unity, improvements to Background Assets, and a Steam Asset Converter. Plus, make your game shine across the App Store with new ways to use your images and videos.

StoreKit Plug-in for Unity

Natively implement Apple In-App Purchases in your Unity game across iOS, iPadOS, macOS, tvOS, and visionOS with a new Apple-provided StoreKit plug-in. Get direct access to StoreKit APIs in C# to more easily offer in-game content, manage transactions, and support features like offer codes and promoted Apple In-App Purchases — all from a single Unity project.

Steam Asset Converter

If you build for Steam, it’s now easier to prepare your game for the App Store and publish it on Apple platforms. With the Steam Asset Converter, you can easily convert the assets from your Steam depot to your Managed Background Assets manifest, allowing you to leverage Apple hosting and additional development enhancements in Xcode 27.

Featured sales & offers on the Apple Games app

Showcase special offers for your games to attract and engage players on the Apple Games app. For example, you can propose plans for an in-game offer, or an offer that indicates your game is available at a discount for a limited time. To get started, you can use Featuring Nominations to propose your offer plans to our editorial team for consideration on the Games app. If the team chooses to feature your proposal, you’ll be able to choose from three new badge types when configuring your In-App Event: In-Game Offer, Now On Sale, and Try Before You Buy.

Xcode

Bring your ideas to life faster using coding agents in Xcode, powered by the model of your choice. Customize Xcode to the way you work. Manage all your devices in one place with Device Hub. Refine your apps further with updates to performance and testing tools. And bring your app to even more people around the world with enhancements to localization.

On-Demand Resources deprecation. On-Demand Resources are deprecated starting in iOS 27, iPadOS 27, tvOS 27, and visionOS 27. If your app or game uses On-Demand Resources, it will continue to function in the near term. However, to minimize future user disruption, we encourage you to plan your migration now. You can use Apple-Hosted Background Assets as an alternative option to provide similar functionality and use more modern, capable frameworks. These features also allow you to manage assets separately from your app, provide new ways to host your assets, and support automatic downloads and system management.

At Apple, our goal is to create technology that empowers people and enriches their lives, while helping them stay safe and protect their privacy. This is especially important when it comes to kids and teens. Discover how you can leverage frameworks like Declared Age Range, PermissionKit, and more to provide age-appropriate experiences in your apps.