Apple has rolled out a significant update for developers, bringing a suite of enhancements to help streamline app submissions and boost discoverability on the App Store. These updates—announced through the Apple Developer site—focus on providing more flexibility during the app review process, expanding marketing tools like custom product pages, and improving monetization through new In-App Purchase offer code options.
Developers can now submit additional items to App Review independently of an existing submission. This means that if the app version is already under review, you can still send other assets—such as In-App Events, Game Center features, or even a bug-fixing update—without waiting for the initial submission to clear.
Custom product pages have become a crucial marketing tool on the App Store, allowing developers to create tailored versions of their app’s listing with unique screenshots, previews, and promotional text. Apple has now doubled the number of pages developers can maintain—from 35 to 70—giving even more room for targeted campaigns or A/B testing.
Even more interestingly, developers can now add keywords to each custom product page. This enhancement makes it possible for these pages to appear in App Store search results for selected terms, rather than relying solely on the default product page. This could dramatically improve the visibility and discoverability of apps in crowded categories, offering marketers finer control over how their app surfaces to users.
Apple has also expanded offer codes to support all In-App Purchase (IAP) types. Previously limited primarily to auto-renewable subscriptions, offer codes can now be created for consumable, non-consumable, and non-renewing subscriptions as well.
Apple also noted that traditional promo codes for In-App Purchases will be phased out. From March 26, 2026, developers will no longer be able to create new promo codes for IAPs in App Store Connect, as offer codes now serve as their improved replacement. Existing promo codes can still be redeemed until their expiration dates, and developers will continue to use promo codes to provide free app downloads.
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