AI-Generated Tags Now Live in App Store Beta

Apple Integrates AI Tagging for Enhanced App Store Discoverability

Apple has begun rolling out improvements to App Store discoverability through the implementation of AI tagging techniques. These features are currently available within the developer beta version of iOS 26.

Current Status of AI Tags

Despite the implementation, these AI-generated tags are not yet visible to the general public on the live App Store. Furthermore, the public App Store search algorithm is not currently utilizing these tags for ranking purposes.

Impact on App Search Ranking

Naturally, any update to the App Store prompts discussion regarding its potential effects on app search rankings. Speculation is common as developers anticipate how changes will influence visibility.

Appfigures' Initial Analysis

Recent analysis conducted by Appfigures, an app intelligence provider, suggests that metadata derived from an app’s screenshots is playing a role in its ranking. The firm initially proposed that Apple was extracting text directly from screenshot captions.

Previously, an app’s search ranking was determined primarily by its name, subtitle, and designated keyword list. This analysis indicated a potential shift in how Apple assesses app relevance.

Clarification on Data Extraction Methods

While the conclusion that screenshots contribute to app discoverability is valid – aligning with announcements made at WWDC 25 – the method of data extraction differs from Appfigures’ initial hypothesis. Apple is employing AI, rather than OCR (optical character recognition) technology, to process this information.

Apple’s Explanation at WWDC 25

During WWDC 25, Apple detailed its plans to leverage screenshots and other metadata to enhance app discoverability. The company clarified that it is utilizing AI techniques to identify and extract valuable information that might otherwise remain hidden within an app’s description, category details, screenshots, or other associated metadata.

This approach means developers are not required to embed keywords within their screenshots or undertake other manipulative tactics to influence the assigned tags.

Developer Control and Human Review

Apple intends to provide developers with the ability to manage and select which of these AI-assigned tags are associated with their applications. Moreover, the company has assured developers that all tags will undergo a human review process before becoming publicly visible.

Future Implications for Developers

As these tags become accessible to all App Store users, it will become crucial for developers to gain a comprehensive understanding of the tagging system. Identifying the most effective tags will be essential for maximizing app discoverability.