Apple announced a set of new App Store discovery features at its Worldwide Developers Conference (WWDC) in June 2026, introducing personalized app recommendations based on individual users’ interests, behavior, and download history.
The centerpiece of the update is Personalized Collections, a new section of the App Store that surfaces app suggestions tailored to each user. Alongside each recommendation, new “App Notes” will explain why a specific app was suggested. These personalized suggestions will appear across multiple areas of the App Store, including the Apps tab, Games tab, and Search tab, and will evolve over time as users download and use more apps. The feature launches first in English in the United States, with expansion to other regions and languages planned for later.
Apple framed the move as a response to an increasingly competitive app marketplace, where being featured by App Store editors or named “App of the Week” may no longer be sufficient to drive consistent growth for developers.
The update also includes a range of tools aimed at helping developers promote and re-engage users. Developers can now use rich images and videos in product page headers and search results to highlight new content or seasonal offerings. A new Asset Library lets developers store and organize marketing materials for in-app events, promotions, and sales. Developers can also showcase special offers through the Apple Games app.
Additional changes affect subscription businesses. Apple is introducing App Bundles that allow developers to partner with one another and offer groups of subscription apps at a combined discount. Developers will also be able to sell subscriptions to larger groups and organizations through new multi-user in-app purchase options.
Taken together, the changes suggest Apple is expanding the App Store’s discovery and monetization infrastructure as competition for users’ attention increases across the platform.
Source: TechCrunch