Apple unveiled a major App Store overhaul at WWDC 2026, introducing new subscription tools, personalized recommendations, and marketing features designed to help developers grow, improve user discovery, and streamline operations for both developers and enterprise/education buyers.

A new Creative Assets feature adds rich images and videos in product headers and search results to highlight brands, seasonal offers, or new content, expanding how apps market themselves on the store.

Retention Messaging will enable tailored communications and special offers to subscribers during cancellation to help reduce churn.

Microsoft-style timelines note: volume purchasing lands this fall, group subscriptions arrive this winter, with regional rollouts beginning June 8 and broader availability to follow in 2026.

StoreKit 2 enables two new multi-user options: Volume Purchasing for enterprises and education via Apple Business Manager and Apple School Manager in autumn, and Group Purchases allowing one subscriber to share a subscription with others in winter.

Submission workflow changes let developers group multiple In-App Purchases into a single App Review submission, and Mac App Store will drop Intel-based Mac support as Apple completes its transition to Apple silicon.

Retention Messaging will offer targeted prompts during cancellation, though Apple did not disclose revenue share for retained subscriptions.

Featuring Nominations gives game developers a channel to pitch in-game offers or limited-time discounts to Apple’s editorial team for potential editorial placement in the Games app.

Personalized Collections and App Notes will guide discovery with on-device, regionally phased recommendations based on user interests, with explanations for why apps are suggested and data processed locally.

The updates come amid regulatory scrutiny of App Store practices in the US and Europe, with new monetization options expanding in-store options while regulators review commission models and external payments.

An Asset Library supports reuse of promotional assets across product pages and events, alongside Creative Assets to boost listing quality.

App Store Bundles and Suites introduce cross-developer multi-app subscriptions and discounted bundles, plus continued use of Retention Messaging during cancellations.