iOS 26 is Coming

WWDC25 quietly rolled out some of the biggest changes we’ve seen to the App Store in years.

It also introduced the Apple Games app, a native hub for game discovery that surfaces Game Center features, in-app events, and multiplayer challenges in ways the App Store never could.

Apple is reshaping how apps get discovered, converted, and re-engaged.

And as always, they’re doing it on their own terms.

🔍 Quick Breakdown: New visibility levers. New metrics. New Game app.

If you work in ASO, UA, or subscription growth, these are the shifts to keep on your radar:

🟣 Custom Product Pages can now be used for ASO.

🟣 App Store Tags reshape how feature-based discovery works.

🟣 Offer codes support all IAP types (yes, even subscriptions).

🟣 App Analytics got a huge upgrade: download-to-paid curves, peer benchmarks, cohort LTV tracking, and more.

🟣 Game app, a native, pre-installed hub for game discovery.

I couldn’t wait, so I installed the iOS 26 beta and took some notes.

First take? It’s dark, visual, and clearly built to push multiplayer, challenges, and social play.

In-App Events take up way more space than just screenshots, which says a lot.

In terms of ASO, rankings are pulled directly from the App Store.

However, there’s no reviews or ratings on the game pages. Tapping them just redirects back to the main App Store.

🔮 So, What’s Next?

• Keep an eye on algorithm shifts: with tags, searchable CPPs, and new placements, visibility logic is evolving (again).

• By now you know I’m a CPP fan… and seeing them finally be available in Search is really a game changer.
• More metrics in App Store Connect = always good news.
• I called the rise of alternative app stores back in December. Just didn’t expect one of them to be… Apple’s own.

The platform is opening. If you’re in ASO or growth, the next few months are going to be very interesting.