what changed about aso?
Asked on 06/11/2025
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At WWDC, Apple introduced several updates related to App Store Optimization (ASO) and related areas:
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Age Ratings and Controls: There have been changes to the global age ratings on the App Store to provide more granularity, with new age categories like 5, 9, 13, 16, and 18. This allows for more detailed information on product pages and gives parents better insight into their children's experiences. Apps can now declare in-app controls and capabilities, such as messaging, chat, user-generated content, and advertising, which can affect age ratings (Deliver age-appropriate experiences in your app).
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App Store Connect Enhancements: There are over 100 new metrics in App Analytics within App Store Connect, including new subscriptions and monetization data. This helps developers better understand and optimize their app's performance on the App Store (What’s new in App Store Connect).
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App Analytics Improvements: App Analytics has moved to a new home within the Apps tab, making it easier to access and act on insights. The new Overview page is organized by the customer journey, and expanded filtering capabilities allow for deeper analysis (Optimize your monetization with App Analytics).
These updates aim to provide developers with more tools and insights to optimize their app's presence and performance on the App Store.
What’s new in App Store Connect
Get the latest updates for App Store Connect, including the new web UI for build delivery and enhancements to TestFlight notifications. We’ll also discuss new app discovery features and enhancements, such as keywords for custom product pages, Accessibility Nutrition Labels, and age ratings updates. Additionally, learn about new functionalities like In-App Purchase offer codes and review summarization tools.
Explore App Store server APIs for In-App Purchase
Learn how to leverage your server to build great In-App Purchase experiences with the latest updates to the App Store Server API, App Store Server Notifications, and the open source App Store Server Library. After a recap of current APIs, we’ll introduce updated endpoint functionality, new transaction fields, and a new notification type. We’ll also discuss best practices for the purchase lifecycle, delivering content, and targeting offers, so you can become a server power user.
Deliver age-appropriate experiences in your app
Learn how to deliver age-appropriate experiences in your app with the new Declared Age Range API. We’ll cover how parents can allow their child to share an age range with an app to ensure a safe experience in a privacy-preserving way. We’ll also explore how this framework can help you tailor your app’s content and features based on a user’s age, and show you how to implement age gates, understand caching, and respect user privacy while creating safer and more engaging experiences.