Apple last week announced a sweeping update to the App Store that redefines how users discover apps and how developers market them. The most visible change for consumers is the introduction of Personalized Collections, a discovery feature that leverages machine learning to surface app and game recommendations tailored to individual interests and behavior. Each recommendation comes with a new App Notes card that explains why a specific app is being surfaced, adding transparency and trust. These collections appear across the Apps, Games, and Search tabs and evolve over time as user download and usage patterns change. The feature is initially available in English in the United States, with plans to expand to more languages and regions.
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For developers, Apple has rolled out Creative Assets, rich images and videos that can appear in the product page header and search results, going beyond standard screenshots and app preview clips. These assets can highlight seasonal content, new features, or brand identity, and are compatible with custom product pages and existing product page optimization testing tools. A new Asset Library within App Store Connect gives developers a single place to manage all creative materials, allowing them to reuse assets across in-app events and promotions without re-uploading. Developers can also submit these assets for App Review approval independently of a full app update, which is particularly useful for time-sensitive campaigns.
Streamlined Submissions and Parental Controls
On the technical side, Mac App Store apps and games no longer require Intel support, enabling developers to ship Apple Silicon-only binaries. Apple is also allowing developers to group multiple In-App Purchases into a single App Review submission, streamlining the process. The age rating questionnaire in App Store Connect will be updated in July to let developers indicate whether their app includes social media capabilities, such as interacting with user-generated content through a social feed. This ties directly into the new Time Allowances features coming in iOS 27, iPadOS 27, and macOS 27, which give parents more granular controls over how much time children spend in apps across categories including Entertainment, Games, and Social Media. The move toward personalization mirrors broader trends in AI, where agents are beginning to act like employees, as discussed in our article AI Agents as Employees: NewCore Raises $66M. At the same time, safety remains paramount; users can learn to spot fraudulent content with the operational guide to deepfake and AI fraud. For a deeper dive into the App Store platform itself, consult the Wikipedia entry for App Store (Apple). With these updates, Apple aims to revitalize app discovery while equipping developers with the tools they need to stand out in an increasingly crowded marketplace.
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Source: https://www.macrumors.com/2026/06/15/app-store-gains-personalized-recommendations
