UK Marketing New Tag Management Feature in App Store Connect Enhances Discoverability

Apple has rolled out a tag management feature in App Store Connect, launched on July 16, 2025, to help developers boost their apps’ visibility on the App Store.

This update introduces app tags—short, descriptive terms that spotlight key features of apps or games. By integrating metadata, artificial intelligence, and human curation, tags make it simpler for users to find relevant apps through search results and product pages.

Currently limited to the U.S., this feature offers developers a fresh way to connect with their audience. This article explores what app tags are, how they function, their benefits, and how developers can manage them.

What Are App Tags?

App tags are concise labels that capture the essence of an app or game, such as "Sleep" for sleep-tracking tools. These tags are created using metadata submitted by developers in App Store Connect, refined by AI and human oversight for accuracy. Unlike broad categories, tags provide specific, user-friendly descriptors, helping apps stand out in a crowded marketplace.

How Tags Enhance App Discovery

Functionality in Search and Beyond

Tags appear in App Store search results and on product pages as clickable links. For instance, tapping "Sleep" directs users to a curated list of related apps. This setup not only streamlines discovery but also highlights apps based on user interests. Tags bridge the gap between what users seek and what developers offer, enriching the browsing experience.

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What Are the Advantages for App Developers?

This feature brings clear benefits:

• Improved Visibility: Tags elevate apps in search results and product pages, driving more clicks and downloads.
• Targeted Connections: By matching user intent, tags link apps to those most likely to engage with them.
• Behavioral Insights: Tags reveal how users find apps, informing smarter marketing moves.

How to Effectively Manage Tags

Developers can tweak tags in the app information section of App Store Connect, deselecting any that don’t fit. However, removing all tags might reduce visibility, so strategic selection is key.

For now, tags are U.S.-only and require roles like Account Holder, Admin, App Manager, or Marketing to edit. This focused rollout hints at broader potential ahead.

Editor’s Comments

App Store Connect’s tag management is a game-changer for app visibility, blending tech and human insight to refine discovery. It’s a nod to the growing role of AI in app stores, likely setting the stage for global expansion and deeper analytics. Developers might soon see this evolve into a cornerstone of app marketing, especially as competition heats up and user expectations rise.