ASO News – June 2025

In this June 2025 edition of ASO News, we take a close look at key updates in the App Store and Google Play that impact mobile app optimization strategies. These changes will enable us to stay ahead of the competition and effectively adapt ASO tactics to new rules and emerging opportunities.

Apple App Store: Key news and ASO insights

1. Custom Product Pages now work with organic search

What’s new:
Custom Product Pages (CPPs) can now be linked to organic keywords, not just through Apple Search Ads.

Why this matters for ASO:

CPPs are no longer limited to paid campaigns — they can target various keyword sets
Keyword placement strategy needs rethinking: title, subtitle, and keyword field must be aligned with CPPs
Targeting complex keyword combinations may be tricky due to exact match requirements
The number of CPPs hasn’t increased, so each one must be used effectively

2. App Store Tags: Automatic app categorization

What’s new:
Apple introduces AI-generated tags — automatically assigned subcategories based on app metadata. These tags appear in search and collections.

Key points:

Developers cannot choose tags but can remove incorrect ones via App Store Connect
It’s unclear how screenshots or review text impact tags
Update frequency and influence on traffic/conversion are not yet known

ASO recommendations:

Monitor assigned tags and correct them if necessary
Analyze visibility changes once tags appear

3. Review Summaries – automatic review highlights

What’s new:
AI generates concise summaries (100–300 characters) of review themes and sentiment. Available only with enough user reviews.

Why this matters:

A new factor impacting conversion
Increased importance of review quality and quick responses to negatives
Developers can review summaries and report errors via App Store Connect

What’s new:
Offer codes can now be created for any type of in-app purchase — including consumable, non-consumable, and one-time purchases, in addition to subscriptions.

Marketing opportunities:

Flexible re-engagement and retention campaigns
Custom rules for issuing codes (e.g., based on user activity)
Run promotions without third-party platforms

5. New analytics in App Store Connect

What’s new:

Cohort analytics: download-to-paid conversion, average revenue per install
Up to 7 filters per metric
15 new subscription metrics
Updated interface

Why this matters:
Enables precise measurement of marketing and monetization effectiveness, allowing better ASO and ad optimization.

6. Liquid Glass – new icon style

What’s new:
Apple introduces a new visual icon style with more transparency and depth, offering four styles: light, dark, glass, and monochrome.

Developer recommendations:

Review your app icon for style compliance
Avoid overly realistic 3D objects — they may look out of place

7. New system app “Games”

What’s new:
“Games” is a standalone app designed to promote games and in-app events, featuring sections such as Home, Play Together, Library, Arcade, and Search.

Opportunities for developers:

Create challenges and activities within games
Boost engagement through social features
Gain traffic outside the App Store

8. AdAttribution Kit: Enhanced attribution capabilities

What’s new:

Configure attribution windows by channel
Track multiple reattribution windows simultaneously
Postbacks include geographic data (country code)

Impact on ASO & UA:

Precise regional attribution
Transparent user reattribution
Better integration with MMPs

ASO Tips for the App Store

Use CPPs to target keywords precisely
Monitor auto-generated tags and review summaries — they affect visibility and conversion.
Promo codes for all IAP types enable new marketing strategies
Use the new analytics to refine ASO and monetization
Adapt app icons to Liquid Glass style
Leverage the “Games” app to boost engagement and drive traffic