In this edition of ASO news for August 2026, we cover the key changes in App Store and Google Play that affect mobile app optimization strategies. August was rich in regulatory news: Apple fully revised its EU business terms, announced a September 9 event, and Google introduced new app memory requirements and unveiled the Pixel 11 lineup including the Pixel 11 Pro Fold.
App Store updates
Apple Event — September 9
On August 26, Apple announced a special event on September 9 at 10:00 a.m. PT. Live stream on apple.com, Apple TV, and YouTube Live. Apple hasn't revealed what it will announce.
The fall iOS 27 release means screenshots and previews for Liquid Glass need to be prepared now. Apps updated by launch day traditionally get priority in featuring.
Sign in with Apple domain update
On August 24, Apple clarified the Sign in with Apple domain change. New Sign in with Apple addresses will be issued on private.icloud.com (previously privaterelay.appleid.com). Clarification: iCloud+ Hide My Email addresses will remain on icloud.com — earlier plans called for full unification, now the scheme is split.
Developers using Sign in with Apple need to ensure their account systems, email validation logic, and allowlists accept addresses on private.icloud.com alongside the existing privaterelay.appleid.com.
New EU business terms from October 1
On August 18, Apple announced a full revision of business terms for apps in the European Union following talks with the European Commission. Changes take effect October 1, 2026.
Key changes: the Core Technology Fee (CTF) — a per-install fee at large scale — is replaced by the Core Technology Commission (CTC), a flat 5% commission on digital transactions in apps distributed outside the App Store. The Initial Acquisition Fee and Store Services Fee are eliminated. Apps can now offer alternative payment options alongside Apple In-App Purchase directly inside the app. Qualifications for operating alternative marketplaces are expanded. Child safety protections added for alternative payments.
Sign in to developer.apple.com and accept the updated License Agreement (Attachment 14).
For apps distributed in the EU: lower complexity and a more predictable model for most developers. Those with alternative marketplaces or web distribution in the EU need to review the new terms before October 1.
Age rating updates for South Korea
On August 12, Apple made two changes to age ratings for the Republic of Korea.
Effective today: if an app has an official rating from the Game Rating and Administration Committee (GRAC), developers can now override the age rating in the Korean storefront to any regional level (All, 12+, 15+, or 19+) by providing a GRAC Rating Classification Number (RCN) with the next version submission.
From October 2026: two content descriptors will move from All to 12+ in the Korean App Store: "Infrequent profanity and crude humor" and "Infrequent mature or suggestive themes".
Developers distributing apps in Korea with these descriptors will see a rating increase in October. Worth checking the age rating questionnaire now.
New creative assets for the App Store — coming this fall
On August 5, Apple published details of new App Store marketing formats announced at WWDC26. The new formats go beyond in-use screenshots to showcase brand, seasonal offerings, and content. Assets will be used across multiple placements: product page header, search results, In-App Events, and more.
Apple published App Store asset best practices with recommendations and design templates for Figma, Photoshop, and Pixelmator. New formats launch with the fall iOS 27 release.
This is one of the most significant changes to app visual representation in years. The product page header, visible in search, is a new contact point. Study the best practices and start preparing assets before September.
App Store price and tax updates
On August 27, Apple announced a scheduled update to prices and developer proceeds on several storefronts due to tax law changes and exchange rate adjustments. Changes apply automatically, except for storefronts designated as base storefronts.
Check the Pricing and Availability section in App Store Connect for all upcoming changes by storefront.
Google Play updates
Google Play introduces new memory and device migration requirements
On August 26, Google Play announced two new app quality requirements.
Memory limits: Google Play is establishing new memory consumption thresholds. As memory prices rise, new devices are often shipping with less RAM, while users expect the same performance. Apps exceeding thresholds will receive warnings in Play Console and, going forward, publication restrictions.
Secure device migration: new requirements for the device-to-device data transfer process. Apps must support the standard Android Backup API or provide an equivalent that enables secure transfer of accounts and data.
Both requirements feed into Android Vitals and directly affect Play Store rankings. Check memory usage via Android Studio Profiler and confirm backup logic meets the new requirements.
Made by Google: Pixel 11 Pro Fold — opportunities for developers
On August 12, the Made by Google event introduced the Pixel 11, Pixel 11 Pro, Pixel 11 Pro Fold, and Pixel Watch 5. Key figure for developers: foldable users spend approximately 14x more than standard phone users.
The Pixel 11 Pro Fold runs Android 17 with the full adaptive requirements set. Google published specific guidance on adapting for the new form factor: window size classes, new posture APIs for detecting fold state, and stylus support.
Foldables are a separate audience with high LTV. Apps optimized for the Pixel 11 Pro Fold and other foldable devices gain an advantage both in Android Vitals rankings and in featuring.
Android memory limits — technical details
On August 19, Google published a separate technical post with details on the new Android memory limits. Specific thresholds, profiling tools, and optimization strategies are covered: lazy resource loading, Bitmap pooling, limiting background work, switching to more efficient image formats (WebP, AVIF).
Media3 1.11 — update for media apps
On August 11, Media3 1.11 shipped. Key additions: customizable Player slots and interactive gestures in Jetpack Compose UI, short-form video preloading via PlayerPool, updated Cast integration with SystemUI Output Switcher, a new Ktor-based HTTP client, and Ogg/WAV muxing utilities.
Apps with short-form video content (Shorts, Reels-style formats) now have a native tool for preloading via PlayerPool — this directly affects time to first frame and user retention.
Android developer verification: September 30 deadline
In August, Google reminded developers: 99% of Play apps are registered automatically, but the remaining 1% need to be registered manually in Play Console by September 30, or apps will be globally removed from Google Play.
Check the Play Console home page — it shows the registration status of all apps in the account.
Upcoming deadlines
September 9 — Apple Event. iOS 27 release date expected to be announced.
September 2026 — social media questions in the App Store Connect age rating questionnaire become mandatory with any submission.
September 30 — mandatory Android developer verification in Brazil, Indonesia, Singapore, and Thailand. Deadline for registering apps in Play Console.
October 1 — new Apple EU business terms take effect. Accept the updated License Agreement.
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