UK Marketing Apple Introduces AI Tags to Boost App Discovery in iOS 26 Beta

Apple has introduced a new feature to enhance how users find apps on the App Store, using AI to create tags that highlight specific app features. This update, announced at WWDC 25, is currently available in the developer beta of iOS 26. While it shows promise for improving app discoverability, its full effects are still unfolding, especially for developers and users.

Currently limited to the beta environment, these tags are not yet public or affecting live search rankings, but they signal a potential shift in how apps are surfaced.

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How AI Tagging Functions

Apple’s new system employs advanced AI, specifically large language models, to process app details like descriptions, categories, and screenshots. This enables the creation of tags that reflect specific functionalities, going beyond the traditional reliance on app names and keywords.

For instance, an app with offline capabilities might gain an "Offline Mode" tag, making its features more visible to users searching for such options.

Beta Status and Availability

Presently, the AI-generated tags are exclusive to the iOS 26 developer beta, meaning they do not appear on the public App Store or influence its search algorithm. This testing phase allows Apple to refine the feature based on developer feedback before a broader rollout, ensuring stability and effectiveness when it reaches global users.

Implications for App Visibility

Speculation surrounds the future impact of these tags on app search rankings. Appfigures, an app intelligence firm, initially posited that screenshot metadata was already boosting discoverability, suggesting optical character recognition (OCR) was at play.

Apple clarified at WWDC 25 that it uses AI, not OCR, to interpret metadata, hinting at a more nuanced approach that could reshape visibility strategies once fully implemented.

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Developer Influence and Oversight

Developer Management

Developers can review and adjust AI-generated tags via App Store Connect, deselecting any that misrepresent their app. This control ensures tags align with the app’s true offerings, reducing the need for tactics like keyword stuffing in screenshots.

Human Verification

Before tags go live, human reviewers check their accuracy, adding a layer of quality control. This hybrid AI-human process aims to maintain trust and relevance in the App Store ecosystem.

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Editor’s Comments

Apple’s AI tagging initiative marks a promising evolution in tackling the App Store’s discoverability challenge, where millions of apps vie for attention. By highlighting buried features, it could level the playing field for smaller developers and improve user satisfaction with more precise search results. The blend of AI automation, developer input, and human review reflects a thoughtful approach, balancing innovation with reliability.

Yet, its success hinges on the AI’s precision and developers’ adaptation to this system. If effective, it might outpace competitors like Google Play, which uses AI for recommendations but lacks this tagging specificity. Given Apple’s AI focus at WWDC 25, a public launch could align with iOS 26’s full release, potentially redefining app store standards.