Apple has introduced a new set of App Store updates designed to simplify the way developers ship and market their apps. The changes center on flexibility, visibility, and streamlined promotion—giving teams more control over how and when they reach users.
In a post on the Apple Developer website dated October 29, 2025, Apple detailed three major improvements aimed at common workflow bottlenecks: review timing, store page targeting, and promotional tools. The company described these upgrades as part of an effort to help developers react faster, tailor experiences for different audiences, and run more focused offers without unnecessary delays.
Submit More While Waiting for Review
Developers no longer need to wait for an app version under review to finish before submitting related updates. Apple now allows independent submissions of In-App Events, Game Center features like achievements and leaderboards, and even crucial bug-fix updates while another version remains in the review queue.
This change reduces idle time and keeps release schedules moving smoothly—especially valuable for teams managing live service features or frequent updates.
Expanded Capacity for Custom Product Pages
The App Store now supports up to 70 custom product pages per app, each with its own screenshots, previews, and promotional text. New keyword targeting options let developers assign specific search terms to these pages, meaning users searching for a given keyword may see the most relevant version of a product page rather than the default listing.
For live-ops teams or seasonal campaigns, this expansion creates more precise message-to-audience alignment and richer marketing flexibility.
Offer Codes Work Across All In‑App Purchases
Apple is also unifying its promotional tools. Offer codes, which expand on the capabilities of traditional promo codes, can now be used with all types of In-App Purchases—consumables, non-consumables, non-renewing subscriptions, and select auto-renewable subscriptions configured not to renew after the promotion ends.
As Apple noted, after March 26, 2026, developers will no longer be able to generate new promo codes for In-App Purchases through App Store Connect. Existing codes can still be redeemed until they expire, and promo codes will continue to provide free app downloads. Offer codes, however, will be the standard for all In-App Purchase promotions going forward.
Preparing for the Transition
To take full advantage of these changes:
- Plan your pipelines around parallel submissions to keep releases moving.
- Build a keyword-driven custom page strategy to align users with specific features, events, or audiences.
- Transition any ongoing promo code campaigns for In-App Purchases to offer codes well before the March 2026
deadline.
Together, these updates reduce friction in the submission process, expand discoverability, and modernize App Store marketing. For developers, the shift means faster iteration, sharper targeting, and a more cohesive promotional toolkit.
