Apple Introduces AI-Driven App Store Tags to Enhance User Experience and App Discoverability

At the Worldwide Developers Conference (WWDC) 2025, Apple is said to have introduced a new artificial intelligence (AI) capability for its App Store. According to sources, this feature, named App Store Tags, offers users an innovative way to find new and pertinent applications within the marketplace. The technology firm from Cupertino is believed to have stated that these tags will be constructed based on the features and functionalities present in various applications, thus enhancing their utility for users. The company is reportedly employing its own AI models for the generation of these tags.

Developers Can Choose to Accept or Decline App Store Tags

A report from TechCrunch indicates that the iPhone manufacturer unveiled this feature during a session detailing the upcoming updates to the App Store Connect at WWDC 2025. It is stated that App Store Tags are new labels produced using Apple’s advanced language models.

These AI models are reportedly set to gather information from various outlets within the App Store, including sections that are usually buried deep in the app listing page. Such sections are said to comprise the app description, category, metadata, and even the screenshots that accompany the page. Utilizing this data, the models will allegedly generate new tags or labels emphasizing particular features and functions of the applications.

For users who click on these tags, they are expected to be directed to a new page showcasing a curated selection of apps and games that provide a specific feature or functionality.

When users of the App Store engage with one of the new tags, they will be navigated to a new page that presents a curated collection of all apps and games that offer similar features or functions—serving as an expansion to the existing feature that suggests apps they “might also like,” located at the bottom of individual app listings.

Significantly, the publication highlighted that although these tags will be generated by AI, they will undergo human review prior to being assigned to apps and going live on the App Store. Furthermore, it is said that developers will have the ability to manage which tags are linked to their applications. To facilitate this, they will likely receive a new information page within the App Store Connect platform.