Apple Introduces AI-Driven App Store Tags for Enhanced Discovery

Apple recently announced a significant update to its App Store at the Worldwide Developers Conference (WWDC 25), focusing on enhancing app discovery through the integration of artificial intelligence. The tech giant introduced App Store tags, which are labels designed to highlight specific features, functionalities, or content within applications. These tags go beyond traditional categories and keywords, offering a more granular way to describe apps.

Apple's large language models (LLMs) will initially generate these tags by analyzing various data points associated with an app, including metadata, App Store descriptions, screenshots, and category assignments. This AI-driven process will allow Apple to quickly identify relevant tags for millions of apps. However, to ensure accuracy and context, the AI-generated tags will undergo human review before being applied to apps visible on the App Store.

For users, the introduction of App Store tags promises a more refined search experience. These tags will appear alongside traditional categories on the search results page and within individual app listings. This granular tagging aims to surface information that might otherwise be buried within an app’s listing, such as specific features like 'guided breathing exercises' in a meditation app. Tapping on a tag will lead users to a curated collection page showcasing all apps and games that share that specific feature, creating a new pathway for exploring related applications based on specific needs.

Developers will also benefit from this update. While the tags are initially AI-generated and reviewed by Apple, developers will have control over which tags are associated with their apps through a new interface in App Store Connect. This control ensures that the public-facing tags accurately reflect the app’s features and prevents potential mislabeling by the AI. Additionally, these tags will provide developers with better insights into how users are discovering their apps, potentially highlighting popular features or use cases.

This focus on improving developer tools and user discovery aligns with Apple’s broader strategy for the App Store ecosystem. The introduction of App Store tags is part of a larger set of enhancements announced at WWDC, including custom product pages, improved app nutrition labels, expanded age ranges, and offer code extensions. These changes collectively represent Apple’s ongoing effort to refine the App Store experience for both users and developers, with AI playing an increasingly central role in powering features like AI app discovery and improving the overall efficiency of the platform.

Apple’s decision to use AI for generating App Store tags marks a significant evolution in how users will navigate the vast catalog of applications available. By providing more specific, feature-based labels, the company aims to move beyond broad categories and keywords, enabling a more intuitive and effective App Store search. This initiative promises enhanced AI app discovery, benefiting users by helping them find precisely what they need and developers by providing new avenues for visibility on the App Store. As AI continues to be integrated into core platform features, expect the way we interact with digital ecosystems like the App Store to become increasingly intelligent and personalized.