In this issue, we cover ASO news for January 2026 — taking a closer look at the key updates in the App Store and Google Play that impact mobile app optimization strategies. These changes will help us stay ahead of competitors and effectively adapt ASO tactics to new opportunities.
App Store Updates and ASO News
- Apple Updates Prices and Tax Rates in the App Store
Apple announced changes to App Store pricing and developer proceeds. These adjustments are linked to updates in tax regulations and foreign exchange rate fluctuations, and are intended to keep app and in-app purchase pricing consistent across different countries.
Developer earnings from app sales and In-App Purchases have been updated in several regions due to new tax rules, including:
- VAT introduction or increases (Bhutan, Kazakhstan, Mauritius, Russia, Zimbabwe)
- reduced tax rates for digital publications (Finland, Lithuania)
- removal of additional levies (Ghana)
- digital sales tax reduction (Türkiye)
Apple will also update its terms of agreement, stating that it will collect and remit applicable taxes in Bhutan and Mauritius.
Starting February 16, 2026, prices for apps and in-app purchases will be updated in Mauritius if the region is not selected as the base storefront for pricing. If Mauritius is chosen as the base, prices will remain unchanged.
Prices will not change for auto-renewable subscriptions, nor in regions where developers manually manage pricing rather than using automated equalized pricing.
Apple has already reflected these upcoming changes in the Pricing and Availability section in App Store Connect. Developers can still adjust prices for apps, purchases, and subscriptions at any time.
- Expanded Advertising in App Store Search
Apple announced the rollout of a broader advertising format in App Store search results starting March 3, 2026. Ads will no longer appear only in the top position; they will also appear further down in search results, giving developers more opportunities to attract users without changing existing campaigns. The rollout will begin in the UK and Japan, and by the end of March, it will expand to other markets, including the US.
- Search and Advertising Changes in the App Store
In 2026, Apple also plans to increase the number of ad placements in App Store search, showing ads between organic results rather than only in the first slot. This change is expected to help developers monetize more effectively, since around 65% of downloads come through search.
- Support for Very Old iOS Versions
Apple unexpectedly released updates for outdated iOS versions (such as iOS 12 and iOS 15) to extend support for essential services like iMessage, FaceTime, and Apple ID sign-in. These updates do not introduce new features, but remain important for maintaining service and app functionality on older devices.
Google Play Updates and ASO News
- Google Improves Android Security with the New “Theft Protection” Feature Set
Google introduced a new suite of theft protection features designed to strengthen Android device security before, during, and after theft. The update includes AI-based motion detection, improved biometric locks, and enhanced remote locking tools, making devices significantly harder targets for criminals.
- Google Updated the Google System Release Notes with Details on January Releases for Key Components
Google Play Services v26.03 and Play Store v49.9 bring improved MFA/NFC authentication support, optimized data transfer between devices, more flexible digital ID handling, and updates to AI-powered search in the Play Store.
Earlier in January, Play Services versions 26.02 and 26.01 introduced enhancements to parental controls, overall system stability, and support for viewing Google Wallet transactions via virtual card numbers.
Android WebView versions 144 and 145 delivered security updates and developer tools to improve web content support within applications.
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