Apple expands App Store product page features to boost discoverability and accessibility compliance

Apple is rolling out a series of updates to App Store product pages aimed at improving app discoverability and transparency, particularly around accessibility features.

One of the most significant additions is the introduction of Accessibility Nutrition Labels, now available in beta. These labels will appear directly on App Store product pages and provide users with a breakdown of the accessibility features supported by each app or game — such as VoiceOver, Voice Control, Larger Text, Captions, and others. The labels are platform-specific and will allow users to assess accessibility options before downloading.

Developers can manage these disclosures through App Store Connect, and optionally link to a website offering more detailed information. Apple has confirmed that Accessibility Nutrition Labels will become a mandatory requirement for all apps and games on the App Store in the future. To prepare, developers are encouraged to review updated guidance on assessment criteria through the App Store Connect Help Guide.

Apple is also updating how custom product pages function by introducing keyword targeting. Custom product pages — which allow developers to showcase different content variations with unique screenshots, previews, and promotional text — can now be assigned specific keywords. This means that custom pages will be eligible to appear in App Store search results based on the keywords they are aligned with, rather than defaulting to the primary app listing.

This update offers developers more granular control over how their apps appear in search and provides an additional mechanism for reaching niche or intent-driven audiences. The feature is scheduled to launch later this year.

Another enhancement involves the broader use of App Tags, which are metadata-driven descriptors like “Sleep” or “Workout” designed to highlight the app’s core functionality. Previously limited to search results, tags will now also appear on App Store product pages, offering more visible context about what an app does.

Tags are derived from a combination of App Store Connect metadata, AI analysis, and manual curation. Developers can manage which tags are shown through App Store Connect. Currently, tag support is limited to English-language apps on the U.S. App Store as part of a phased rollout, but Apple plans to expand support to more regions and languages over the coming months.