In this issue of ASO News for December 2025, we take a detailed look at the key 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.
News and updates from the App Store
In 2025, Apple recognized the most outstanding and impactful apps and games created by developers from around the world. Among the winners were
- Tiimo (iPhone App of the Year)
- Detail (iPad App of the Year)
- Essayist (Mac App of the Year)
- Strava (Apple Watch App of the Year)
- HBO Max (Apple TV App of the Year).
In the gaming category, the best titles were
- Pokémon TCG Pocket on iPhone
- DREDGE on iPad
- Cyberpunk 2077: Ultimate Edition on Mac.
Apple also paid special attention to apps with cultural and social impact — among them, Be My Eyes, Art of Fauna, and StoryGraph.
The awards highlight the year's key trends: creativity, accessibility, AI, and a strong user experience across all Apple platforms.
Starting on December 10, 2025, social platforms operating in Australia must prevent users under the age of 16 from creating accounts. Developers must deactivate existing accounts of minors and monitor new registrations.
Apple reminded developers of the available tools to comply with the law: the Declared Age Range API to determine users’ age categories, updated age ratings, and the ability to specify age restrictions in the app description and on the App Store page. In addition, developers can set a higher minimum age and add an Age Suitability URL with regional requirements.
On December 17, 2025, Apple published an updated version of the Apple Developer Program License Agreement. The changes are aimed at supporting new features, updated policies, and clarifying wording.
The new version уточifies requirements related to recording and privacy protection, launching voice-enabled apps via the iPhone side button, the use of the Declared Age Range API and Significant App Topic Update, and working with the Wi-Fi Infrastructure Framework. The terms for iOS apps in Japan were also updated separately, including alternative distribution and payments, as well as consumer protection requirements. Developers need to sign in to their accounts and accept the new terms.
With the release of iOS 26.2, Apple is introducing changes to comply with the MSCA law, expanding opportunities for developers in Japan. They will now be able to distribute apps through alternative marketplaces, launch their own app stores, and accept payments for digital goods and services outside of In-App Purchase.
At the same time, Apple is introducing enhanced security measures: iOS app notarization, a marketplace authorization process, and additional requirements to protect users, especially children, from fraud and unwanted content. By March 17, 2026, all Apple Developer Program members must accept the updated license agreement, which includes new terms for Japan.
On December 23, 2025, Apple announced that, due to a court injunction, enforcement of law SB2420, which introduces age-verification requirements for marketplaces and developers in Texas, has been suspended. As a result, the company is temporarily pausing previously announced implementation plans and will continue to monitor the progress of the legal proceedings.
At the same time, tools for testing compliance remain available in the sandbox environment, including the Declared Age Range API, Significant Change API, updated age ratings in StoreKit, and App Store Server Notifications. These solutions can also be used to prepare for laws that will take effect in Utah and Louisiana in 2026.
News and updates from Google Play
In December, Google released several store updates, adding new Play Protect warnings, an updated notification center, Material 3–style interface elements, and experimental features for interacting with content.
The monthly service updates improved account management, device connectivity, payments, and parental controls, increasing the stability and security of the Android ecosystem.
The December updates expanded the set of APIs and integration tools, simplifying work with user data, wallets, and system functions via Google Play services.
At the end of the year, the Google Play team summarized the results for 2025, highlighting key launches and thanking developers for their contributions to the platform’s development and the growth of the Android ecosystem.
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