Introduction
In a major leap toward smarter app discovery, Apple has introduced AI-powered App Store Tags, designed to improve how users find apps on the App Store. Unveiled at WWDC 2025, this innovative update utilizes Apple’s in-house artificial intelligence to generate smart tags based on app features, functionalities, and metadata.
This latest announcement is part of Apple’s broader effort to leverage AI across its ecosystem, enhancing user experience and developer control alike. Here’s everything you need to know about how AI is about to reshape app discoverability.
What Are App Store Tags?
According to reports from TechCrunch and other reliable sources, App Store Tags are AI-generated labels that help categorize apps more accurately. These tags are automatically created by Apple’s large language models (LLMs) based on deep scans of app descriptions, categories, screenshots, and metadata — even details that are often hidden deep in the listing.
For instance, if an app supports offline access or integrates with smart home devices, those features could now become searchable tags. Users can then tap on a tag like “offline reading” or “smart home integration” to discover other apps with similar functionalities.
How It Works: AI Meets Human Oversight
While the tagging process is AI-driven, human review ensures accuracy and quality control before the tags go live. This hybrid approach aims to balance the speed and power of artificial intelligence with human insight and curation.
Apple also gives developers a seat at the table. Through App Store Connect, developers will have access to a dedicated page where they can review, accept, or reject suggested tags. This allows developers to retain control over how their apps are marketed while benefiting from Apple’s AI capabilities.
Better Discoverability for Users
For users, this is a game-changer. Currently, app discovery largely depends on editorial content, top charts, or vague algorithmic suggestions like “You Might Also Like.” With AI-powered tags, users can now search and explore apps based on specific functionalities — resulting in more relevant and satisfying discoveries.
Once a tag is tapped, users will be directed to a curated landing page listing all apps and games that share the tagged feature. It’s essentially a feature-based browsing experience, powered by AI but supervised by humans.
Benefits for Developers
- Increased Visibility: Apps will surface in more specific, relevant searches.
- Smarter Marketing: AI-generated tags may highlight features that developers underutilize in their marketing efforts.
- Easy Integration: Tag control will be available directly in App Store Connect.
This move aligns with Apple’s broader vision of helping developers connect with users more meaningfully — particularly in an increasingly competitive app market.
Why This Matters in 2025
AI integration in app discovery marks a pivotal shift for Apple. With the rise of AI in app development and personalized experiences, this new system enhances app-store browsing and aligns with current trends of semantic search and intelligent recommendations.
Moreover, this launch comes amid broader legal and competitive scrutiny over Apple’s App Store policies, especially after the Epic Games case. By providing developers more transparency and users better navigation, Apple is also reinforcing its commitment to innovation and fairness in its app marketplace.
Conclusion
With AI-powered App Store Tags, Apple is reshaping how we discover, promote, and interact with mobile applications. This feature not only enhances user satisfaction but also empowers developers to make their apps more visible and relevant. As AI becomes more deeply embedded into Apple’s ecosystem, expect even smarter, more personalized experiences in the near future.
Stay tuned for more updates from WWDC 2025 and how AI is shaping the future of technology.