Smarter App Discovery Is On the Way
Apple is quietly rolling out a major enhancement to App Store discovery tools through AI-powered tagging. The new feature is currently available in the developer beta of iOS 26, but has yet to make its way into the public version of the App Store.
How the New Tags Work
These AI-generated tags aim to help users find apps more easily by categorizing them based on content beyond just names and keywords. Instead of relying solely on developer-supplied text like app titles, subtitles, and keyword fields, Apple is now using artificial intelligence to interpret deeper metadata—including elements from screenshots and app descriptions.
AI, Not Just OCR
According to a recent report by Appfigures, developers began noticing signs that screenshot text might be influencing app visibility. Initially, it was believed Apple was using Optical Character Recognition (OCR) to read this text. However, Apple clarified during WWDC 2025 that AI—not OCR—is driving the new tagging system.
The system analyzes metadata across multiple app elements—screenshots, descriptions, category info, and more—to automatically assign relevant discovery tags.
Developers Still Have Some Control
Although the process is largely automated, Apple plans to give developers some level of control over the tags associated with their apps. Developers will be able to select from AI-suggested tags, and, importantly, human reviewers will verify all tags before they go live, ensuring quality and relevance.
Public Launch Still Pending
For now, these smart tags are only visible in the iOS 26 beta environment and are not influencing search rankings on the public App Store—at least not yet. However, the infrastructure is clearly in place, and it’s likely only a matter of time before this becomes a major ranking factor.
What Developers Should Expect
As Apple continues refining this AI-based system, developers should prepare for a new era of App Store optimization (ASO). Understanding how AI interprets your app’s visuals and descriptions will be crucial in maintaining visibility. Fortunately, Apple has assured that adding text overlays or stuffing keywords into screenshots won’t be necessary, as the AI is designed to extract meaning organically.
