August 2025 updates for App Store and Google Play: key changes, ASO insights, and practical tips to enhance app visibility and performance.
App store updates are relentless — for developers and marketers, keeping abreast of them is crucial for informed growth decisions.
August introduced a fresh set of changes across the Apple App Store and Google Play. Some are technical, others more policy-oriented, but all impact visibility, conversion, or compliance.
In this recap, we’ll guide you through the key updates for August, helping you understand what’s changed and how it might influence your app strategy.
On 21 August, Apple adjusted developer proceeds to reflect new tax regulations and exchange rate fluctuations.
While the update may seem administrative, it can significantly affect how your app is priced in various markets — and how users perceive its value.
For developers, now is an ideal time to review regional price tiers and make minor adjustments where necessary to maintain a consistent pricing strategy.
Apple quietly updated the App Store Review Guidelines:
Apps must clearly state how data is collected and used.
Any use of AI features (chatbots, recommendations, generative tools) must be transparently disclosed to users.
Privacy “nutrition labels” will be more rigorously enforced.
From 31 August, Google mandates that all new apps and updates target Android 15 (API level 35), while existing apps must at least meet Android 14 (API level 34) to remain visible to new users.
On the surface, it’s a technical requirement, but for developers, it directly affects discoverability: non-compliant apps may quietly vanish from search and installs.
Now is the time to ensure your builds are updated and tested against the latest APIs to avoid losing visibility in the Play Store.
News & Magazine apps (effective 27 August): Must clearly disclose ownership and sources, and adhere to stricter transparency standards.
Health apps (effective 28 August): Require explicit health disclaimers and stricter privacy compliance for sensitive data.
Personal Loans: Expanded to include revolving credit products; licensing and APR disclosure rules tightened.
To comply with the Digital Markets Act (DMA), Google proposed reducing service fees for external payments:
First acquisition: 3–5% (down from 10%).
After 2 years: Developers can opt out of paying ongoing fees.
This change offers greater flexibility in pricing and potentially higher margins, particularly for subscription apps.
The next step is to consider whether external billing suits your audience and revenue model, and to prepare clear user flows if you choose to adopt it.
The August patch introduced:
Adaptive Connectivity Services for improved performance.
Key Verifier enhancements.
Improved review analysis tools with sentiment chips for developers.
Battery usage warnings for watch face apps.
From September 2026, all Android developers must verify their identity, even for sideloaded apps or third-party stores. Unverified apps may fail to install, creating distribution challenges.
You should review your Play Console details now and plan to complete verification if you distribute outside the Play Store.
In August, ASO World emphasised optimising app titles with top regional keywords to enhance visibility in auto-suggestions.
Review your title and incorporate high-traffic, location-specific keywords to boost discoverability!
👉 App Store Optimisation Essentials (2025)
👉 How to Protect Your Android App from Deletion in 2025?
👉 ASO Guide: How Impressions Drive Installs for New iOS Apps?
👉 How Does App Localisation Differ Across Google Play and the App Store?
👉 FAQs for RuStore
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