Apple rolled out a suite of App Store upgrades aimed at boosting discovery and developer marketing. The headline feature, Personalized Collections, surfaces app and game suggestions tuned to each user’s download history and usage patterns. Accompanying “App Notes” explain why a title appears, and the collections appear across the Apps, Games and Search tabs in the U.S. store.

For developers, Apple introduced Creative Assets, allowing rich images and video loops to replace static screenshots in product page headers and search results. These assets can showcase seasonal themes, new features or brand identity and integrate with custom product pages and existing optimization tests. An Asset Library in App Store Connect centralizes all media, letting teams reuse files across in‑app events without re‑uploading.

Apple also dropped Intel‑support requirements for Mac App Store offerings, letting developers ship Apple‑silicon‑only binaries, and combined multiple in‑app purchases into a single review submission. An updated age‑rating questionnaire arriving in July will capture social‑feed capabilities, tying into iOS 27, iPadOS 27 and macOS 27 Time Allowances that give parents tighter control over children's screen time. These changes tighten the ecosystem while giving creators more flexibility.