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In this issue of ASO News for July 2025, we take a detailed look at key updates from the App Store and Google Play that impact mobile app optimization strategies. These updates help us stay ahead of the competition and effectively adapt ASO tactics to new opportunities and regulations.
Apple App Store: Key News and ASO Insights
New design kits for iOS and iPadOS 26 are now available — Apple has released UI kits for Figma and Sketch featuring updated interface elements introduced at WWDC.
Starting April 2026, all watchOS apps submitted to App Store Connect must support 64-bit architecture and be built using the watchOS 26 SDK. Apple recommends using Xcode’s standard “Standard architectures” setting to create a universal 64-bit binary. Compatibility can be tested in Xcode Simulator and on devices running watchOS 11 or watchOS 26 beta.
Apple has refined its age rating system to provide a more accurate content classification and improve safety for users of all ages, including children. New categories — 13+, 16+, and 18+ — have been added alongside the existing 4+ and 9+ ratings. All apps and games have already been automatically updated under this new system, visible on devices running beta versions of iOS 26, iPadOS 26, macOS Tahoe 26, tvOS 26, visionOS 26, and watchOS 26.
New mandatory questions have been added in App Store Connect to better assess sensitive content. Topics include in-app management, functionalities, medical and health content, and violence.
Developers can now also set a higher age limit if their app policy requires it, even if the Apple-assigned rating is lower.
Developers must complete the updated questionnaire for all their apps by January 31, 2026. Without this, further updates may be blocked.
Don't forget to consider how features like AI and chatbots affect the classification of sensitive content. All apps must comply with App Review Guidelines and legal standards such as COPPA and GDPR.
Google Play: Key Updates and ASO News
Google Play has announced the fourth season of the Indie Games Fund (IGF) in Latin America. This year, another $2 million will be distributed among 10 developers. With this round, Google Play’s total investment in Latin American indie games will reach $8 million
The program is open to studios that have released at least one game on Google Play, other mobile platforms, PC, or consoles. Each selected team will receive a grant of $150,000 to $200,000, along with support from the Google Play team.
Previous participants, such as Vish Game Studio, praised IGF as a turning point in their growth.
Applications were accepted until July 31, 2025 (noon BRT), with priority given to those submitted by July 15.
Google has introduced a significant update to its early access program: the Developer Preview is being replaced with a Canary channel that will operate alongside the beta program. This change allows developers to test Android features year-round instead of only at the beginning of a release cycle.
What’s changed:
Previously, the Developer Preview required manual flashing and was limited to early development phases. The new Canary model allows developers to receive the latest Android builds over-the-air (OTA) and test experimental features — even those that might never reach the final release.
Who it’s for:
Canary is intended for developers who are ready to test unstable builds and ensure compatibility with experimental features. These builds are not recommended as a primary system.
How to get started:
– Use the Android Flash Tool to install the latest Canary build
– Receive OTA updates
– Access Canary SDK via the SDK Manager
– Emulator support via Android Studio Canary
Important:
The beta program remains the primary channel for testing more stable, release-ready features.
Google Play has introduced an updated one-time product (OTP) management model that offers developers more flexibility and simplifies the sales process. Formerly known as in-app products, OTPs were limited in configuration. Now, they adopt a structure similar to subscriptions and support new scenarios such as rentals, pre-orders, promos, and regional pricing.
New structure: Three levels now
One-time products now have a three-tier hierarchy:
Product — the core item the user purchases (e.g., “Diamond Sword” or “Ad Removal”)
Purchase Option — defines how the product is delivered: purchase or rental, price, region
Offer — enables discounts, pre-orders, and other conditions for a specific purchase option
What’s new:
- Sell the same product in different formats (e.g., purchase or rental)
- Rental support: define duration and expiration period
- Pre-orders: set preorder period, release date, and optional discount
- Regional prices and availability: different prices and availability per country
- No base price required: every price is now set per purchase option
- Offers and promotions are now handled through Offers
Good to know:
- Existing products can be manually migrated via the console
- Legacy methods will remain compatible as long as PBL 7 is supported
- Pre-order support is currently limited to the Early Access Program (EAP)
- New revenue reports will include fields for pricing plan and offer IDs
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