Apple to Use AI for App Store Search & Discovery | WWDC 2024

Apple to Integrate AI for Enhanced App Discovery on the App Store

Apple has announced plans to leverage AI technology to revolutionize how users discover applications within the App Store. This announcement was made during the recent Worldwide Developers Conference (WWDC 25).

Introducing App Store Tags

During a session detailing updates to App Store Connect, Apple’s platform for app developers, the introduction of App Store Tags was revealed. These tags are designed to highlight specific features and functionalities present within each application.

Initially, these tags will be automatically generated by Apple’s sophisticated large language models. The generation process will utilize diverse sources, including an app’s existing metadata.

Human Review and Implementation

To ensure accuracy and relevance, the AI-generated tags will undergo a thorough human review process before being applied to apps on the App Store. This hybrid approach combines the efficiency of AI with the precision of human oversight.

Enhanced Search Functionality

Apple customers will be able to utilize these tags when conducting searches within the App Store. The tags will be prominently displayed alongside traditional app categories on the search results page.

The new tagging system aims to bring to light information often hidden within app listings, such as detailed descriptions, category classifications, metadata details, and even information gleaned from screenshots.

Benefits for Users and Developers

Apple believes these tags will empower users to more easily locate apps offering the specific functionality they require. Simultaneously, developers will gain valuable insights into how their applications are being discovered by potential users.

Current App Discovery Methods

Currently, users discover apps through various App Store features. These include editorial content on the Today tab, curated collections by the App Store editorial team, browsing by app category, and utilizing App Store Search.

Apple also generates revenue through advertisements displayed on the Today tab, the Search tab, on individual product pages, and within search results.

Exploring Tagged App Collections

When users select a specific tag, they will be directed to a dedicated page showcasing a curated collection of apps and games that share similar features or functionalities. This expands upon the existing feature that suggests apps users “might also like” at the bottom of app listings.

Developer Control Over Tags

While the initial tag generation is AI-driven, developers will retain ultimate control over the tags associated with their apps. A new section within the App Store Connect software will allow developers to manage and deselect tags they deem inappropriate for their app’s product page.

AI-Powered Review Summaries

Apple is already employing AI to enhance the App Store experience by summarizing app reviews, condensing user feedback into concise paragraphs.

Additional App Store Improvements

Beyond tags, Apple is introducing several other enhancements to the App Store. Developers will be able to create custom product pages tailored to specific keyword searches.

Improvements are also being made to the app “nutrition labels” feature, expanding the range of app age classifications to five options, and extending the availability of offer codes to include consumables, non-consumables, and non-renewing subscriptions.