During the recent Worldwide Developers Conference (WWDC) 2025, Apple introduced a novel artificial intelligence feature for its App Store, known as App Store Tags. This innovation aims to enhance the app discovery process for users by providing a more streamlined way to find relevant applications within the marketplace. Apple has indicated that these tags will derive from the various features and functionalities present in different apps, thereby increasing their utility for users. The tags are reportedly being generated using Apple’s proprietary AI models.
The announcement was made during a session dedicated to upcoming changes in App Store Connect, according to a report by TechCrunch. The App Store Tags will act as new labels created with the assistance of Apple’s large language models.
These AI models are expected to analyze data from a variety of sources within the App Store, including elements that are typically found deeper within app listing pages. This includes the app description, category, metadata, and even pertinent screenshots. Utilizing this information, the AI will formulate new tags that reflect the specific features and functionalities of each app.
Users engaging with these tags will be directed to a dedicated page showcasing a curated list of apps and games that possess the specific features or functionalities indicated by the tags.
When users click on one of the newly introduced tags, they will navigate to a page displaying a carefully curated collection of apps and games that share similar characteristics—a complement to the existing feature that suggests apps users “might also like,” located at the bottom of individual app listings.
It is important to note that while the tags will be generated by AI, they will undergo human review before being applied to apps on the App Store. Developers will also have the ability to determine which tags are linked to their applications. For this purpose, they will receive access to a new information page within the App Store Connect platform.
