Apple Expands App Store Tools and Submission Flexibility for Developers

Apple has rolled out a major App Store update that gives developers more control over app submissions, marketing tools, and promotional offers.

The new features are designed to help developers deliver updates faster and promote their apps more effectively across global markets.

More Flexible Submission Process

The latest changes let developers submit certain content separately while an app version is under review.

Key updates include:

• Independent submission of In-App Events even during version review.

• Faster rollout of bug fixes without delaying other pending assets such as Custom Product Pages.

• Separate submissions for new Game Center elements like achievements, leaderboards, and challenges.

This added flexibility shortens review times and supports quicker responses to issues or live campaigns.

Expanded Custom Product Pages

Apple has doubled the limit for Custom Product Pages from 35 to 70.

Developers can now assign keywords to each page, improving discoverability in App Store search results.

The expansion enables more tailored marketing strategies, from region-specific promotions to A/B testing across different audiences.

💡 How to Leverage Custom Product Pages to Increase Conversion Rates?

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Offer Codes Now Cover All In-App Purchases

Offer Codes—which provide discounts or free access to digital content—are now available for all In-App Purchase (IAP) types.

These include consumables, non-consumables, non-renewing subscriptions, and auto-renewable subscriptions.

The older Promo Code system will be retired on March 26, 2026, with only Offer Codes remaining supported.

What should you do?

Developers should start shifting their ongoing promotional efforts to Offer Codes.

Existing Promo Codes will stay valid until expiration. The unified system simplifies campaign management and improves tracking of user engagement and conversion results.

What It Means for Developers

The update reflects Apple's continued focus on improving the App Store ecosystem.

With streamlined submissions, more powerful marketing pages, and a modernized promotion system, developers gain new ways to reach users and operate more efficiently within Apple's platform.

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Editor's Comments

This update shows Apple's steady move toward a more developer-friendly App Store.

Allowing separate submissions reduces downtime and helps teams respond faster to player feedback or live-event needs.

Expanding product pages with keyword visibility points to a stronger focus on discoverability and marketing analytics.

Phasing out Promo Codes in favor of Offer Codes aligns with the industry's shift toward unified, data-driven promotional tools.

Together, these changes mark another step in Apple's effort to make the App Store both flexible and commercially competitive.