In this edition of ASO news for March 2026, we cover the key changes in App Store and Google Play that affect mobile app optimization strategies. In March, something ASO specialists had been waiting for happened simultaneously on both platforms: commissions dropped. Google — through a settlement with Epic Games. Apple — under pressure from the Chinese regulator. New versions of Android and iOS shipped, Google reworked discovery in the Play Store, and Apple added new marketing tools to App Store Connect. Here's everything that matters.
App Store updates
1. Commission cut in China to 25%
From March 15, Apple reduced its commission on the China mainland storefront. The standard rate dropped from 30% to 25%; for App Store Small Business Program and Mini Apps Partner Program participants, and for auto-renewals after the first year — from 15% to 12%. No new agreements required, the change applied automatically.
Apple explicitly stated the decision came from talks with the Chinese regulator. The precedent matters: rates are now officially region-dependent. EU — 17%, China — 25%, everywhere else — 30%. There's no single global rate anymore.
If China is a priority market, it's time to revisit pricing. Five extra percentage points of margin per transaction changes the unit economics.
2. Offer Codes replaced IAP promo codes
The March 26 deadline passed: creating promo codes for In-App Purchases in App Store Connect is no longer possible. Previously created codes remain valid until they expire; promo codes for free app downloads are still available. Everything else is now Offer Codes only.
Offer Codes support all IAP types: consumable, non-consumable, non-renewing subscriptions, and auto-renewable subscriptions. The genuinely useful part: configurable eligibility (new, active, or lapsed users), quantity and expiry limits, and human-readable codes like "PROMO".
In practice this means IAP promo funnels can finally be built properly — segmented, with budget control. The old promo code system was considerably more limited.
3. Japan iOS agreement deadline — March 17
By March 17, all Apple Developer Program members had to accept the updated License Agreement covering the Mobile Software Competition Act terms. This governs new iOS options in Japan: alternative marketplaces, alternative payments, and distribution outside the App Store.
Since iOS 26.2, Japanese users can already install apps from third-party stores. Developers working in the Japanese market who didn't accept the agreement risked restrictions in App Store Connect.
4. WWDC26 announced — June 8–12
On March 23, Apple announced WWDC26 dates. Online, free, with an in-person event at Apple Park on June 8. Expected: iOS 27, macOS 27, Apple Intelligence updates.
For ASO this matters for one reason: every WWDC shifts App Store priorities — which features Apple starts pushing through featuring, what shows up in screenshots, how app page UI changes. Worth keeping an eye on rumors about search and Siri changes.
5. iOS 26.4 released, iOS 26.5 beta out
March 24 — public release of iOS 26.4, iPadOS 26.4, macOS Tahoe 26.4, tvOS 26.4, visionOS 26.4, watchOS 26.4, and Xcode 26.4.
March 30 — iOS 26.5, iPadOS 26.5, macOS 26.5, tvOS 26.5, visionOS 26.5, watchOS 26.5, and Xcode 26.5 beta.
The deadline you can't miss: from April 28, 2026, all apps in App Store Connect must be built with iOS 26, tvOS 26, visionOS 26, watchOS 26 SDK or later. This isn't a future reminder — it's four weeks away.
6. Apple Developer Program License Agreement updated
On March 30, Apple updated the DPLA. Changes cover three frameworks: Foveated Streaming (visionOS) — clarified data privacy requirements; Family Controls — added usage requirements; Accessory Notifications and Accessory Live Activities — new terms of use.
You need to sign in at developer.apple.com and accept the updated terms.
7. Hello Developer: GDC, Xcode 26, Speechify case study
March 3 brought the monthly Hello Developer newsletter. Topics: Apple at GDC, privacy and security tips, a deep dive on coding intelligence in Xcode 26, and a Speechify case study on building AI into their product.
Game developers should check out the GDC materials — Apple is actively pushing iOS as a gaming platform, and that directly affects featuring priorities in the App Store.
Google Play updates
1. Play Store commissions cut to 20% — Epic Games settlement
On March 4, Google settled its long-running antitrust dispute with Epic Games and announced a new commission structure.
Base rate for IAP from new installs — 20% (down from 30%). Subscriptions — 10%. Using Google Play Billing in the US, EEA, and UK adds a 5% billing fee. Apps Experience Program and updated Google Play Games Level Up participants get 15% on new installs.
Alongside this, the Registered App Stores program launches — certified alternative Android stores with a streamlined installation process. Fortnite returns to Google Play.
Rollout schedule: US, EEA, UK — by June 30, 2026; Australia — by September 30; Korea and Japan — by December 31; rest of world — by September 30, 2027.
The rate reduction directly changes unit economics. For game developers, Level Up is now worth taking seriously — lower rates and featuring opportunities. Alternative stores are worth tracking as they gain Registered status.
2. Android 17 Beta 3 — Platform Stability
On March 26, Google released Android 17 Beta 3 for Pixel devices, reaching Platform Stability: APIs are locked, final behavioral models are fixed, the non-SDK API list is final. Apps targeting Android 17 can already be published to Google Play.
What's new in Beta 3: Bubbles for multitasking in any app, Location Button for one-time location access, Photo Picker customization for 9:16 ratio, option to hide app names on the home screen, interactive PiP in desktop mode, tightened restrictions on runtime code modification.
Stable release expected June 2026.
Platform Stability is the signal to start final testing. New large screen restrictions (can't force-lock orientation, resizability, or aspect ratio) mean adaptive layouts are no longer optional. This already affects Play Store rankings through Android Vitals.
3. March Google Play system updates
On March 30, 9to5Google published a roundup of all March Android system updates. Through Google Play Services: performance improvements, Work Profile optimization for enterprise devices, new privacy tools for apps with camera and microphone access, expanded Android Health APIs for fitness apps, improved Emergency Alerts with more precise geolocation.
Updates roll out gradually — timing varies by device.
4. Android developer verification — mandatory from September
In March, Google published two posts on the new developer verification system.
March 19 — the mechanism for installing apps outside Play Store was described: enable developer mode, confirm "not under duress", reboot, 24-hour wait, biometric auth. Free limited distribution accounts announced for students and hobbyist developers — up to 20 devices.
March 30 — verification rolling out to all accounts in Play Console and Android Developer Console.
Timeline: April 2026 — Android Developer Verifier appears in settings; June — early access for limited distribution accounts; September 30, 2026 — mandatory verification for installs on certified devices in Brazil, Indonesia, Singapore, and Thailand; 2027+ — global rollout.
Developers who already completed identity verification in Play Console are registered automatically. Everyone else needs to verify before September — otherwise apps won't be installable in four countries.
Upcoming deadlines
- April 28 — mandatory SDK iOS 26 build for all apps in App Store Connect.
- June 30 — new Google Play commissions take effect in the US, EEA, and UK.
- September 30 — mandatory Android developer verification in Brazil, Indonesia, Singapore, and Thailand.
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