ASO news & app store updates 2026

In the ever-changing app store landscape – algorithm changes, tool updates, and new store guidelines – keeping up with the most important changes can be difficult.

To help you stay up to date with the main developments occurring in the ASO community, we’ve created this blog. Each month, we will provide a recap of the most important ASO and app store updates we have taken note of in a succinct and digestible way.

January 2026

Expanded search ad inventory is coming

Apple has officially confirmed that additional ads will appear in App Store search results starting in March 2026.

While Apple hasn’t shared an official rollout timeline, early signals from the ASO community suggest a phased launch, potentially starting in the UK in early March, followed by Japan, and then rolling out globally in the second half of the month.

Apple has clarified several key points about how these new ads will work:

• Ads may appear beyond the top position in search results

• Advertisers don’t need to modify existing campaigns

• Ads will automatically be eligible for all available ad positions

• Ad formats remain unchanged, whether using a default product page, a custom product page (CPP), or an optional deep link

This rollout follows recent App Store UI changes that reduce the visual distinction between sponsored and organic results. Paid placements are likely to blend more closely into organic rankings, increasing competitive pressure on top organic positions.

This change has several concrete implications:

1. A wider gap between the 1st and 2nd organic results
Competition for high-intent keywords is likely to intensify, especially as Apple continues shifting from strict keyword matching toward more intent-based logic.

2. Potential increase in Apple Ads spend
A second ad position will generate additional paid taps, but those taps may not convert as efficiently as the top ad placement, affecting ROAS calculations.

3. More complex campaign optimization
Marketers relying heavily on Impression Share to evaluate bid strength may face ambiguity if multiple ads are competing for visibility on the same query.

App marketers should closely monitor campaign performance throughout Q1 and be ready to recalibrate both ASO priorities and paid search strategies as the rollout progresses.

Ask Play: Gemini enters app discovery

With Play Store version 49.3, Google has introduced Ask Play, a Gemini-powered chatbot embedded directly on app listings.

Ask Play appears directly on app store listings (for installed and non-installed users) and:

• Suggests common questions users might ask about an app

• Generates answers using app metadata, user reviews, and inferred context

The rollout will be gradual and territory-dependent, and its impact will vary based on Play Store update adoption across users.

How does the introduction of Ask Play impact ASO:

1. App pages need to be optimized for AI systems, not just human readability.
2. Long descriptions, review content, and consistency across assets matter more.
3. Clarity in messaging becomes fundamental as vague messaging increases the risk of incorrect or vague AI-generated answers.

Essential updates to shape your 2026 strategy

In 2026, success for ASO professionals and mobile marketers will depend on adapting quickly: writing for AI and humans simultaneously, leveraging customization to target with precision, and staying ahead of advertising landscape shifts. Here are the main updates that will shape your strategy this year.

AI-powered discovery is here

Both Apple and Google have continued embracing AI to understand user intent. Apple’s Natural Language Processing is expanding its interpretation of conversational, intent-based queries, while Google’s Guided Search can organize results into categories based on user goals. Apple’s App Intents framework takes this further, making your app discoverable through Siri, Spotlight, and widgets beyond the App Store itself.

The takeaway? Write metadata that sounds natural and human. Think about how users actually describe their needs, not just which keywords rank. Optimize for AI readability, as both stores are using AI to interpret your metadata to generate tags and organize results. And if you haven’t already, define clear intents that communicate what your app does at a system level.

The app stores have made customization essential

Custom product pages (CPPs) have become a powerful visibility lever. Apple not only enabled CPPs to appear organically in keyword search results but also doubled the maximum number from 35 to 70. You can now assign keywords to each CPP, replacing your default page when your app ranks for those terms.

Meanwhile, Google started allowing you to link ads directly to custom store listings, creating more cohesive ad-to-store experiences.

What this means: Invest in personalization if you haven’t already. Rethink your keyword field strategy, as it can now trigger CPP visibility. Build a CPP strategy covering your key user segments, features, and seasonal opportunities. And remember, both stores require store-specific approaches.

The advertising landscape is shifting

Apple’s rebrand from “Apple Search Ads” to “Apple Ads” signals broader ambitions beyond search. Late December brought news of adding more search results campaign inventories in 2026, with speculation that Apple may show three ads at the top of search results.

November 2025

Create double the number of custom product pages

Apple has doubled the maximum number of custom product pages mobile marketers can create, from 35 to 70 active custom pages!

You will be able to manually assign keywords to each CPP, so they become eligible to appear in App Store search results for those terms—replacing your default product page when triggered.

This expands targeting possibilities dramatically:

• Feature-focused custom product pages
• Seasonal variants
• Persona-based experiences
• Geo-specific content

With this update, Apple is clearly highlighting the importance of bringing personalized experiences to its users! Time to start optimizing your CPPs!

New app store asset

Earlier this year, Google announced the release of a new Hero content carousel, and it has started rolling out!

This new store asset:

• Is only shown to users who already have the app installed
• Appears above the regular screenshot gallery
• Pushes the screenshots further down the store page
• Is in limited rollout — not available to all apps yet

The feature is already available to some. Go to the Play Store Console under: Store Presence → Store Listings → Phone immersive header.

YouTube videos on store listings

Google now allows apps that are eligible to publish Promotional Content the option to list multiple YouTube videos on their store listings for apps.

This feature is currently only targeted at users who have already installed your app. New users will therefore not be able to see the extra videos. Installed users will see these videos above promotional content and even before their default screenshots.

New app vital

Google Play is officially adding “excessive partial wake locks” as a core app vital. “Excessive partial wake locks” indicates a battery-drain behavior for which Google set a strict 5% threshold.

If your app exceeds it:

• The Google Play Store may display a warning on your listing
• Starting March 1, 2026, non-compliant apps may be excluded from prominent discovery surfaces (recommendations, curated placements, etc.)

ASO and tech teams should treat battery optimization as a ranking factor from now on.

Conclusion

At AppTweak, we will continue to monitor ASO news and trends and report them here. Make sure to check out this monthly blog to stay up to date on the recent developments in the App Store Optimization landscape. Subscribe to our newsletter to make sure don’t miss out on the latest updates. See you next month!

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