What’s new for Apple developers

Learn about the key technologies and exciting capabilities available in the latest SDKs for Apple platforms.

Apple Intelligence

Apple Intelligence is the personal intelligence system that puts powerful generative models right at the core of your iPhone, iPad, and Mac. It powers incredible new features to help people communicate, work, and express themselves.

New Writing Tools work automatically in text fields from standard UI frameworks within your app. The Image Playground API delivers an easy-to-use experience where people can create fun, playful images right in your app. Genmoji bring fun new ways to communicate by providing the ability to create an emoji for any occasion. And Siri will be able to access text displayed in your app, and take hundreds of new actions in and across apps using the App Intents you make available.

Learn about Apple Intelligence


Transform your ideas into code with predictive code completion and faster previews. Supercharge your builds with explicit modules. Get deeper insight into your app’s performance with improved diagnostics and the flame graph view in Instruments. And bring your app to even more people around the world with enhancements to localization Catalogs.


Swift 6 makes it easier to write concurrent code correctly with a new, optional language mode that analyzes your code at compile-time and diagnoses possible data races. This release also brings other enhancements to concurrency and generics, as well as improvements to Language Server Protocol support.

Watch the latest videos


SwiftUI is the best way to build apps across Apple platforms. Discover new capabilities to customize the look and feel of your apps, as well as improved interoperability with UIKit and AppKit when building animations and gestures. You can also take advantage of new text animations, plot functions in charts, take greater control of volumes and spaces in visionOS, and more.

Watch the latest videos


SwiftData offers an expressive and lightweight API for modeling and persisting your app’s data using pure Swift code. New APIs allow you to build custom data stores, work with transaction history, model indices and compound uniqueness constraints, and more.

Watch the latest videos

Swift Testing

Built for Swift from the ground up, Swift Testing is a new framework with expressive APIs that make it easy to write tests. Swift Testing uses macros like #expect to capture complex expressions and provide rich, detailed output when a test fails. Swift Testing includes features like parameterization to easily run the same test over a series of values, and tagging to selectively run tests based on specified criteria. And the results are easy to read with full support in Xcode 16.

Learn about Swift Testing

Watch the latest video

App Intents

New orchestration capabilities provided by Apple Intelligence and significant enhancements to App Intents will enable Siri to take hundreds of new actions in and across apps. Using the Transferable API, File Representations, Item Providers, Spotlight Index, and more, you can make your entities more meaningful to the platform. Plus, you can provide powerful functionality in Siri and Spotlight. You can also explore new APIs for error handling, deferred properties, and associated enums.

Watch the latest videos


Apps that have adopted SiriKit will automatically benefit from enhancements coming to Siri with no additional work, thanks to Apple Intelligence. Siri has more resilient request handling, with the ability to process requests — even when users stumble over their words or change their request mid-sentence. Siri also maintains conversational context and can understand when users reference something from a previous request.

Watch the latest videos

Machine learning

Core ML

Updates to Core ML will help you optimize and run advanced generative machine learning and AI models on device faster and more efficiently. Core ML Tools offer more granular and composable weight compression techniques to help you bring your large language models and diffusion models to Apple silicon. Models can now hold multiple functions and efficiently manage state, enabling more flexible and efficient execution of large language models and adapters. The Core ML framework also adds a new MLTensor type that provides an efficient, simple, and familiar API for expressing operations on multi-dimensional arrays. And Core ML performance reports in Xcode have been updated to provide more insight into support and estimated cost of each operation in your model.

Create ML

Object tracking, the first spatial computing template, is designed to help you track real world objects in your visionOS app. Enhance your customized model training workflow with the new data preview functionality in the Create ML app and new Swift APIs from Create ML Components that help you create time series models directly within your app.

Machine learning APIs

The new Translation framework allows you to translate text across different languages in your app. The Vision framework API has been redesigned to leverage modern Swift features, and also supports two new features: image aesthetics and holistic body pose. And the Natural Language framework offers extended language support with multilingual contextual embedding.

Watch the latest videos


RealityKit 4 aligns its rich feature set across iPhone, iPad, Mac, and Apple Vision Pro. Reality Composer Pro, a new tool that launched with Apple Vision Pro, enables development of spatial apps on all these platforms.

Shaders built with MaterialX, portals, particles, and many other features can now be used with RealityView on all four platforms. This includes APIs for adding materials, shader-based hover effects, and virtual lighting, as well as new features — like blend shapes, inverse kinematics, skeletal poses, and animation timelines — that expand character animation capabilities.

RealityKit 4 also provides more direct access to rendering with new APIs for low-level mesh and textures, which work with Metal compute shaders. And because Xcode view debugging now supports inspecting 3D scene content, it’s easier than ever to inspect and debug your RealityKit content.

Watch the latest videos

Widgets and Live Activities


Now it’s faster and easier for people to complete frequent tasks from your apps with new controls in Control Center, on the Lock Screen, and with the Action button. Controls can toggle a setting, execute an action, or deep link right to a specific experience — and you can create them with just a few lines of code and the new Controls API.

Watch the latest video

More shared capabilities

Widgets and Live Activities share even more capabilities across platforms in iOS 18, iPadOS 18, and watchOS 11. Widgets on Apple Watch now support interactivity and animations, and widgets on iPhone and iPad allow for accenting specific parts of a widget to make them stand out when the Home Screen is tinted. The Smart Stack in watchOS 11 is even smarter with the ability to add relevancy to widgets so they show up when they’re needed most.

Live Activities now appear in the Smart Stack on Apple Watch, so people can get real-time updates about events — like sports scores or delivery tracking. A Live Activity can even launch your app on Apple Watch, if you have one.

Watch the latest video


The all-new broadcast capability from the Apple Push Notification service makes it easier for you to deliver updates to your Live Activities at scale. With broadcast push notifications, you can now reach all your subscribed users by sending just a single push notification.

Learn about notifications

Watch the latest video

Game Porting Toolkit 2

Accelerate your timeline, whether you’re bringing an existing game or one that’s currently in development. With the Game Porting Toolkit 2, it’s never been easier to bring advanced games to Mac, iPad, and iPhone — and to deliver great experiences for players. 

Learn about the Game Porting Toolkit 2


Metal powers hardware-accelerated graphics on Apple platforms. Now you can naturally port apps from other platforms with added support for global bindings and extensions to ray tracing. Residency sets let you quickly and easily group resources to manage residency. And it’s even simpler to target Mac, iPad, and iPhone with the same code, thanks to a unified API and shader build process.

Learn about Metal


Passkeys are a replacement for passwords that are more secure, easier to use, and can’t be phished. They offer faster sign-in, fewer password resets, and reduced support costs. Use the new automatic passkey upgrade API to create a passkey when someone signs in to your app and to let them know that the passkey was saved — all without interrupting their flow.

Watch the latest video

visionOS enhancements

Volumetric APIs

Create apps with richer spatial experiences that take full advantage of depth and space and can run side by side with other apps in the Shared Space. Now you can resize volumes by using the SwiftUI scene modifier windowResizability. Volumes can now have a fixed or dynamic scale, so when the 3D object moves away from the user it either appears constant in size or gets smaller as it moves away. And ornaments can now be affixed to volumes.


This new framework allows for easy development of collaborative experiences centered around a table by handling the manipulation of cards and pieces, establishing placement and layout, and defining game boards.

Enterprise APIs

New APIs for visionOS grant enhanced sensor access and increased control, so you can create more powerful enterprise solutions and spatial experiences. Access the main camera, spatial barcode and QR code scanning, the Apple Neural Engine, and more.


Updates to inputs on Apple Vision Pro let you decide if you want the user’s hands to appear in front of or behind the digital content.

Additional features

Capabilities for fidelity of scene understanding have been greatly extended. Planes can now be detected in all orientations and allow anchoring objects on surfaces in your surroundings. Room Anchors consider the user’s surroundings on a per-room basis. And the new Object Tracking API for visionOS lets you attach content to individual objects around the user.

Watch the latest videos

iPadOS enhancements

Redesigned tab bar

Floating at the top of your app, the redesigned tab bar makes it easy for people to jump to their favorite tabs. And it turns into a sidebar for moments when they want to dive deeper. It’s now even simpler to build important interactions, like customization, menus, and drag and drop. So you can accomplish more, with less code.

Watch the latest video

Refined animations

Your apps can take advantage of the latest refined animations — like the zoom transition in Photos, which is precisely controlled by touch and can even be interrupted as it’s happening to keep your app feeling responsive.

Watch the latest video

Updated document launch view

Create a bespoke look for your app and connect your launch experience to your brand. You can customize actions, change the background, and add fun animated assets to bring the header to life.

Watch the latest video

watchOS enhancements

Double Tap API

Define a primary action in your app, so people can just double tap to do what matters most.

Smart Stack

Use cues, including time, date, location, daily routine (like bedtime), and more to have the Smart Stack suggest your widget at just the right moment. With the AccessoryWidgetGroup template you can provide three separate views and deep link to different parts of your app. And you can add interactivity to let people perform actions without leaving the widget.

Watch the latest video

tvOS enhancements

It’s easy to use SwiftUI to create familiar layouts and controls as you migrate from TVMLKit, with even more APIs available for tvOS (like the use of accent color through asset catalogs). SwiftUI is the best way to build apps on all Apple platforms and can help you bring your content into the living room with tvOS 18.

Watch the latest video

App Store and StoreKit

Discover new ways to promote your app or game, merchandise In‑App Purchases, re-engage subscribers, and more.

  • New promotion features let you nominate your apps for featuring on the App Store, share exciting moments (like a version launch) with marketing assets generated for you, and deep link to specific content in your app from custom product pages.
  • Enhancements to StoreKit views give you more flexibility and customization options when building your merchandising experiences.
  • Improvements to StoreKit testing in Xcode and the Apple Sandbox environment help you test additional purchase scenarios.
  • Offer codes for macOS apps let you provide discounted or free subscriptions for a period of time. Win-back offers give you a new way to re-engage previous subscribers.
  • The App Store for Apple Vision Pro will launch in new markets in June 2024, so you can bring your apps and games to even more people around the world.

Learn more about App Store updates

Wallet and Apple Pay

Make your event tickets shine with rich pass designs in Wallet, bring great Apple Pay experiences to even more people with third-party browser support, and use new API updates to integrate Apple Pay into even more purchasing flows.

Watch the latest video


Focused on feature discovery, the TipKit framework makes it easy to display helpful tips in your app. Now you can sequence tips so features are discovered in the ideal order, make tips reusable with custom tip identifiers, match the look and feel of your app, and sync tips using CloudKit syncing.

Watch the latest video


MapKit and MapKit JS offer powerful new ways for you integrate Maps into your apps and websites.

  • Showcase the places your users care about most with the all-new Place Card API.
  • Quickly and easily access the places that are relevant to your app or website with Place ID.
  • Integrate Maps into your websites without coding required with the new Embed API.
  • Get more robust and relevant results than ever with the improved Search capability, which includes search pagination, bounding box filters, and more.

Watch the latest video

SF Symbols

SF Symbols 6 brings more than 800 new symbols, updated annotation tools, and new and enhanced configurable animations that make symbols even more expressive. The new wiggle, rotate, and breathe options respond to user input, convey status changes, and signal ongoing activity, leveraging existing symbol layer structures to enable compatibility with custom symbols. Magic replace allows symbols to more intelligently transition between related variants. And many of the new symbols are localized across several international scripts.

Learn about SF Symbols

Watch the latest video


HealthKit is now available on Apple Vision Pro, giving you new ways to create innovative health and fitness experiences that take advantage of the infinite canvas in visionOS. And new APIs for mental health and wellbeing let you help your users track their emotions and moods, as well as understand their risk for depression or anxiety.

Watch the latest video


Breakthrough features like Eye Tracking and Hover Typing on iPhone and iPad, along with new accessibility APIs like Music Haptics, can help make your app more inclusive than ever. When integrated with existing features like Dynamic Type and VoiceOver, these enhancements make it easier than ever to deliver high-quality experiences to everyone.

Learn about Acessibility

And SwiftUI makes it easy to build amazing experiences that are accessible to everyone.

Watch the latest video

Enterprise and education

Managing devices

Built-in Device Management frameworks let enterprise organizations and educational institutions deploy, manage, and secure Apple devices at scale. Apple Vision Pro now supports Zero-Touch deployments for IT with Automated Device Enrollment, and includes more management controls with a host of configurations, commands, and restrictions.

Updates to Apple Business Manager and Apple School Manager make it easier for IT teams to manage Activation Lock and adopt Managed Apple IDs. IT teams can now also manage Safari extensions for iPhone, iPad, and Mac. And software update management now includes the ability to manage beta updates, making it easier for IT to test new software releases early.

Watch the latest video

Enterprise APIs for visionOS

New APIs for visionOS grant enhanced sensor access and increased control, so you can create more powerful enterprise solutions and spatial experiences. Access the main camera, spatial barcode and QR code scanning, the Apple Neural Engine, and more.

Watch the latest video


The next generation of CarPlay lets vehicle systems work with iPhone to create even more cohesive experiences that showcase the best of the car and iPhone. And it allows for the configuration and customization of special experiences for each vehicle model.

Watch the latest video

Documentation & sample code

Browse a selection of documentation and sample code for new technologies introduced at WWDC24.

Release notes

View detailed information on API changes in the latest released versions, including each beta release.

Mobile apps see a surge in consumer use and spending

Consumers spent $100 billion on mobile apps faster than ever this year and emerging markets saw a big increase in app use.

The mobile app market continues its rapid growth as consumers spend more time and money on apps than ever before, according to data.ai’s latest quarterly research. Consumers spent $100 billion on mobile apps faster than ever in 2023.

AI is here. In the third quarter, two of the top three breakout apps by download growth were AI-powered: ChatGPT and Remini, a photo editing app that uses AI to enhance photos. This trend is likely to continue as AI technology becomes more sophisticated and affordable.

Other standout areas of growth and top apps in the last quarter include:

  • Fitness apps: Strava, AllTrails, onX Hunt, and Runna.
  • Social apps: Instagram.
  • Video streaming apps: ReelShort.
  • Games: Monopoly GO.

Why we care. It might seem self-evident, but more and more consumers are using their smartphones to access the internet and interact with brands. If your brand doesn’t have a focus on mobile-first marketing, perhaps it should.

Downloads: Does the public want a better-managed version of X/Twitter? Threads, the microblogging social app launched by Meta at the start of the quarter, skyrocketed up the charts, reaching 150 million downloads faster than any other app in history. This was enough to propel it to the top spot by overall downloads in the quarter with 236 million, just ahead of TikTok’s 229 million downloads in the quarter.

However, it’s important to note that 80% of these downloads came in July, the first month of its launch. This suggests that Threads’ initial popularity was largely due to its reliance on Instagram’s large base of users to port over easily. In August and September, downloads declined to 25 million and 19.5 million, respectively.

Two other apps to pay attention to:

  • Temu: The shopping app continued its ascent in Q3. It climbed to the #3 spot after ranking as the #5 breakout app in the first half of this year. It was the top breakout app across European Union markets like France, Germany, Italy and Spain (as Threads is not yet available in the EU).
  • TikTok Music: Another app to keep an eye on is TikTok Music, which soft-launched in Brazil, Indonesia, Mexico, Australia and Singapore during Q3. It was the #10 breakout app in Brazil during the quarter.

Another notable trend is the increasing popularity of apps from and in emerging markets. In the third quarter, three of the six markets where consumers spend more than five hours per day in apps were in APAC: Indonesia (six hours!), Thailand and India. 

Constantine von Hoffman on October 17, 2023 at 3:40 pm

All you need to know from WWDC 2023

Here is everything you need to know from today’s WWDC Conference. A major push to #VR and the #Metaverse with Apple Vision Pro. Lots of news to review and digest.

App Analytics: peer group benchmarks

Put your app’s performance into context using peer group benchmarks, which compare your app’s performance to that of similar apps on the App Store. Peer group benchmarks provide powerful new insights across the customer journey, enabling you to identify what works well in your app and what can be improved. Apps are placed into groups based on their App Store category, business model, and download volume to ensure relevant comparisons. Using industry-leading differential privacy techniques, peer group benchmarks provide relevant and actionable insights — all while keeping the performance of individual apps private.

Getting Featured on the App Store

The App Store showcases great apps and games that impact the lives of people around the world, helping to shine a spotlight on developers doing incredible work. Apple’s always looking to highlight new apps, games, significant updates, in-app events, and great stories.


The App Store has a global team focused on helping users discover and engage with apps and games that fit their needs. Campaigns and programs are created to help, inform, and inspire users while also helping you drive downloads and redownloads. Apple worldwide team of editors curates selections on the App Store for each Apple platform in order to help your app or game get in front of the right users, in the right places, at the right times.

Apple highlight new apps and games as well as those with significant updates, special in-app events or exclusives, cultural or seasonal moments, and more. Apple also highlights unique stories — for example, a behind-the-scenes look at how a developer launched an app that changed an industry or supported their community, or a spotlight that shows how an app helped a user solve an uncommon problem.

Factors Apple considers

Apple looks for high-quality apps and games across all categories and business models. There is no paid placement or checklist of requirements. Selection is based on a variety of factors, all of which amount to a great product that all customers will love.

UI design. Great usability, appeal, and overall quality — such as beautiful visuals or intuitive gestures and controls.

User experience. Cohesive, efficient, and valuable functionality that’s helpful and easy to use.

Innovation. Solves a unique problem for users or takes advantage of new technologies to provide an optimal user experience.

Uniqueness. Stands out from the crowd, defines a new genre, or takes a fresh approach to a familiar category.

Accessibility. Well-integrated features that provide a great experience for a broad range of users.

Localization. High-quality and relevant localizations, including culturally appropriate content and support for multiple languages.

App Store product page. Compelling screenshots, app previews, and descriptions, as well as ratings and reviews.

Additional considerations for games:

  • Gameplay design
  • Art and animation
  • Controls
  • Story and characters (if applicable)
  • Replayability (if applicable)
  • Sound effects and music
  • Technical performance
  • Overall value

Share your story with Apple

Contact Apple

Apple World Wide Developer Conference 23

June 5 – 9, 2023. Apple Park, California

Mark your calendars for an exhilarating week of technology and community. Be among the first to learn the latest about Apple platforms, technologies, and tools. You’ll also have the opportunity to engage with Apple experts and other developers. All online and at no cost.

Meet with App Store experts

February 28 to April 13, 2023

Want to make your product pages even better? Have questions about in-app events or implementing subscriptions? Connect with App Store experts and learn how you can make the most of these features. Discover how to attract new customers, test marketing strategies, optimize subscriptions, and so much more. Live presentations with Q&A will be held in multiple time zones and languages.

Registration is open to members of the Apple Developer Program. 

Custom product pages

Create additional versions of your App Store product page, each of which highlights a feature or specific content, then share a page’s unique URL in your corresponding marketing efforts.

iPhone showing App Store product page for Mountain Climber app featuring bike trails
iPhone showing App Store product page for Mountain Climber app featuring hiking trails
iPhone showing App Store product page for Mountain Climber app featuring rock climbing


You can create additional versions of your App Store product page on iOS 15 and iPadOS 15 or later to showcase different features or content within your app — such as a particular sport, character, show, or gameplay feature — and share them with different audiences through unique URLs. You can also use these pages to showcase seasonal or culturally relevant content. Each custom product page can include screenshots, promotional text, and app previews that are different from those on your default product page.

Configuring in App Store Connect

When creating a custom product page in App Store Connect, you can choose to start with a copy of your default product page or a blank page. You can then customize screenshots, promotional text, and app previews for any of your page’s localizations. Any metadata you provide must be submitted for review, which you can do independent of an app update. You can also use the App Store Connect API to automate metadata upload and submission for your custom product pages. You can have up to 35 custom product pages per app published on the App Store at a time. For a smooth review experience, make sure your screenshots and app previews follow the specifications and that all metadata follows the App Store Review Guidelines.

Marketing custom product pages

Once you’ve created a custom product page, you can use its unique URL to share it through your marketing efforts, such as social media advertising or promotional communications. For example, you can promote a sports team in an email campaign and link to the custom product page that highlights that team. The unique URL adds a new product page ID parameter to the default product page URL. For example: https://apps.apple.com/us/app/mountain-climber/id12345678?ppid=45812c9b-c296-43d3-c6a0-c5a02f74bf6e

Custom product pages don’t appear when someone searches for your app or game on the App Store (except as a search results ad that you created with Apple Search Ads). However, they may appear in editorially curated selections on the Today, Games, and Apps tabs.

Advertising networks can also use custom product pages in StoreKit-rendered advertisements. They’ll use the custom product page ID as the customProductPageIdentifier when using SKOverlay, or as the SKStoreProductParameterCustomProductPageIdentifier when using SKStoreProductViewController.

Apple Search Ads lets you create Today tab ads and search results ad variations based on your eligible custom product pages. Tailor ad messaging and images for different audiences, feature launches, or seasonal promotions when you set up your campaign. Learn more about Apple Search Ads.

Measuring success

Once your custom product pages are live, you can measure their performance in App Analytics in App Store Connect. Under the Acquisition tab, you’ll see product page impressions, downloads, redownloads, and conversion rates to understand how effective each page is at encouraging app downloads. You can also view retention data and average proceeds per paying user for each custom product page. Additionally, you can compare the performance of your custom product pages against your default product page, and see whether people who downloaded your app from a custom product page stay engaged longer or spend more on in-app purchases.

Apple Announces Biggest Upgrade to App Store Pricing, Adding 700 New Price Points

Developers will also gain new flexibility to manage pricing globally

Apple® today announced the most comprehensive upgrade to pricing capabilities since the App Store® first launched, providing developers with 700 additional price points and new pricing tools that will make it easier to set prices per App Store country or region, manage foreign exchange rate changes, and more.

Since the App Store’s inception, its world-class commerce and payments system has empowered developers to conveniently set up and sell their products and services on a global scale. The App Store’s commerce and payments system offers developers an ever-expanding set of capabilities and tools to grow their businesses, from frictionless checkout and transparent invoicing for users to robust marketing tools, tax and fraud services, and refund management.

Pricing has been foundational to these capabilities, enabling developers to choose from a variety of business models, such as one-time purchases and multiple subscription types. These new pricing enhancements will be available for apps offering auto-renewable subscriptions starting today, and for all other apps and in-app purchases in spring 2023, giving all developers unprecedented flexibility and control to price their products in 45 currencies throughout 175 storefronts.

Under the updated App Store pricing system, all developers will have the ability to select from 900 price points, which is nearly 10 times the number of price points previously available for most apps. This includes 600 new price points to choose from, with an additional 100 higher price points available upon request. To provide developers around the world with even more flexibility, price points — which will start as low as $0.29 and, upon request, go up to $10,000 — will offer an enhanced selection of price points, increasing incrementally across price ranges (for example, every $0.10 up to $10; every $0.50 between $10 and $50; etc.).

In each of the App Store’s 175 storefronts, developers will be able to leverage additional pricing conventions, including those that begin with two repeating digits (e.g., ₩110,000), and will be able to price products beyond $0.99 or €X.99 endings to incorporate rounded price endings (e.g., x.00 or x.90), which are particularly useful for managing bundles and annual plans.

Starting today, developers of subscription apps will also be able to manage currency and taxes across storefronts more effortlessly by choosing a local storefront they know best as the basis for automatically generating prices across the other 174 storefronts and 44 currencies. Developers will still be able to define prices per storefront if they wish. The pricing capability by storefront will expand to all other apps in spring 2023.

For developers distributing their apps around the world, the App Store’s global equalization tools have given them a simple and convenient way to manage pricing across international markets. Today’s enhancements expand upon these capabilities, allowing developers to keep their local currency constant in any storefront of their choice, even as foreign exchange and taxes fluctuate. This means, for example, a Japanese game developer who gets most of their business from Japanese customers can set their price for the Japan storefront, and have their prices outside of the country update as foreign exchange and tax rates change. All developers will also be able to define availability of in-app purchases by storefront.

Periodically, Apple updates prices in certain regions based on changes in taxes and foreign exchange rates. This is done using publicly available exchange rate information from financial data providers to help ensure prices for in-app purchases stay equalized across all storefronts. Currently, developers can adjust pricing at any time to react to tax and foreign currency adjustments. Coming in 2023, developers with paid apps and in-app purchases will be able to set local territory pricing, which will not be impacted by automatic price adjustments.

These newly announced tools, which will begin rolling out today and continue throughout 2023, will create even more flexibility for developers to price their products while staying approachable to the hundreds of millions of users Apple serves worldwide, and in turn help developers continue to thrive on the App Store.

Apple Ad placement options

Understand where your ad can run on the App Store

Apple Search Ads Advanced offers four different ad placements to help you drive visibility and downloads of your app on the App Store:

  • Today tab
  • Search tab
  • Search results
  • Product pages — while browsing

These placements help you promote your app throughout the App Store user journey. Here’s more information about each placement option: 

  • Today tab ads let you reach people with high-impact creative on the front page of the App Store, where users start their visit. The ad creative for this placement is based on a custom product page you set up in App Store Connect, and must be approved for advertising before your ad can run.
  • Search tab ads let you reach users before they search for something specific, with an ad that appears prominently at the top of the suggested apps list on the Search tab.
  • Search results ads let you reach users when they search for something specific, with an ad at the top of relevant search results. To match your ad with potential customers’ search terms, you can choose your own keywords or use the ones we suggest. Matching is based on a direct signal of customers’ intent — their search query.
  • Product pages — while browsing ads let you reach people while they browse apps on relevant pages across the App Store, whether their journey started on the App Store or from an outside link. When interested users have scrolled to the bottom of relevant product pages, ads appear at the top of the You Might Also Like list.

Below are some additional details on the similarities and differences between ad placements:

Ad Placement Features
Available in 61 countries and regions (including mainland China)Search results placement only
Available in 60 countries and regions only (except for mainland China)Today tab, Search tab, and product pages placements
Cost-per-tap pricing modelAll placements
Daily budgetAll placements
Optional audience settingsAll placements
KeywordsSearch results placement only
Bid insightsSearch results placement only
Custom product page integrationSearch results and Today tab placements
Ad variations based on custom product pagesSearch results placement only
RecommendationsSearch results placement only
Custom reportsAll placements
Campaign Management API supportAll placements
Apple Ads Attribution API supportAll placements
Budget ordersAll placements

How ads are created

Ads are created using the metadata and assets you already uploaded in App Store Connect.Search tab and product pages ads feature your app name, icon, and subtitle. Today tab ads are created using a custom product page you set up in App Store Connect. For search results ads, you can create a default ad that’s based on your app’s product page, or you can create ad variations from custom product pages you set up in App Store Connect.

All ads have a blue background and ad disclosure icon.



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