Apple unveiled expansions to the App Store at WWDC 2026. This update broadens the ways developers sell, promote, and manage subscribers for their apps. Apple announced these features on June 8, 2026.
The biggest change is the subscription offerings. Developers can offer subscription options for groups, businesses, and schools. Support is also available for a single user to purchase multiple seats and invite others. Bulk subscription purchasing via Apple Business Manager and Apple School Manager will also be available. Volume purchasing is scheduled to launch this fall, and group subscriptions this winter.
The way apps are recommended is also changing. The App Store displays personalized recommendations based on users' downloads and app activity. App Notes, which explain why recommended apps are displayed, are also being added. This feature will be available first in the US English-speaking environment starting June 8, and will later be expanded to other languages and regions.
Marketing features for developers are also expanding. With the Creative Assets feature, you can use richer images and videos on your app introduction pages and search results. You can also reuse the same creatives for customized product pages and promotional events through App Store Connect's Asset Library.
For users, this represents a change that alters how they discover and subscribe to apps. When the reason for a recommendation is displayed, the criteria for selecting apps within the App Store can become more specific. For corporate and school users, it becomes easier to distribute app subscriptions to multiple people. For developers, acquiring new users and retaining subscriptions become more critical operational areas.
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