ASO News. August 2025
In this issue of ASO News for August 2025, we’ll take a closer look at the significant changes in the App Store and Google Play that affect mobile app optimization strategies. These updates will help us stay ahead of competitors and effectively adapt ASO tactics to new opportunities and rules.
Apple App Store: Key News and ASO Insights
Starting August 21, changes to developer taxes and revenues have been introduced:
- Brazil — 3.5% IOF tax introduced
- Canada — digital services tax canceled
- Estonia — VAT raised from 22% to 24%
- Romania — VAT raised from 19% to 21%, reduced VAT on content increased from 5% to 11%
- Philippines — 12% VAT applied to foreign developers
- Vietnam — VAT increase, introduction of PIT for foreign and local developers, FCT adjustments on Apple’s commission
From September 8, app and in-app purchase prices will be updated in the Philippines and Vietnam (if these countries are not selected as base regions). Auto-renewable subscriptions will not be affected.
- Apple Announced Its September Event
Apple unveiled the invitation to its next presentation.
Date: September 9, 10:00 PT
Where to watch: apple.com, Apple TV, or YouTube Live
New products and ecosystem updates are expected.
Google Play: Key News and ASO Insights
Google released the first beta of Android 16 QPR2. The update includes UX improvements across form factors, new app APIs (PDF editing, interactive system sharing, Display Topology, and extended dark theme), multimedia enhancements (IAMF audio, LE Audio, and new AAudio APIs), and security updates (Secure Lock, biometric options, and theft protection). This is the first release with a “minor” SDK versioning, enabling faster API rollout without significant compatibility changes.
As we can see, the August vacation slowdown even affected the leading app platforms. We look forward to September with its news and updates.
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