In this edition of ASO news for October 2026, we cover the key changes in App Store and Google Play that affect mobile app optimization strategies. October kept ASO specialists busy with assets and declarations. Apple opened new assets for product pages and search and announced that from April 2027, iPhone Duo will need its own screenshots. Google taught Ask Play to compare apps based on their descriptions and reviews, and also released a policy package that adds new declarations in Play Console.
App Store updates
iPhone Duo: submissions are open, screenshots required from April 2027
On October 5, Apple opened submissions in App Store Connect for apps and games optimized for iPhone Duo. The device goes on sale on October 23. You can rebuild your app in Xcode 27.1 and use Device Hub to see how it behaves in every pose and orientation.
Two points matter for your App Store page. If you upload iPhone Duo screenshots, a badge appears on the page showing the app is optimized for the device. And from April 2027, any app or game submitted for review must include iPhone Duo screenshots. Updated screenshot and preview specifications are already published along with templates, and the new preview tool in App Store Connect shows your page on iPhone Duo.
Open the preview and see how your page looks on iPhone Duo.
New App Store assets: Asset Library and page preview
The same day, Apple covered the new creative assets. Images and videos for the product page header and for search, plus complementary screenshots and previews: they let you showcase your brand, seasonal offers, and new content. A guide and templates are available to help you prepare them.
Two tools appeared in App Store Connect. The preview shows how assets, screenshots, and metadata look on the page and in search, accounting for Dark Mode, different devices, and orientations. Asset Library keeps assets, screenshots, and previews in one place, and you can upload them in advance: for example, submit a seasonal asset for review today and use it when the campaign starts. New App Review guidance also covers common screenshot issues.
Volume Purchasing is live: subscriptions for businesses and schools
On October 22, Apple launched multiseat purchasing for subscriptions. Organizations and educational institutions that work through Apple Business or Apple School Manager buy the number of seats they need in a single Apple In-App Purchase, assign them through their device management tools, and add or remove seats at any time.
In App Store Connect, the feature is enabled by default for all subscriptions unless you previously changed this setting. You can restrict or disable availability (App Store, Apple Business, Apple School Manager). From November, you can configure and test Group Purchases in Sandbox; they will go on sale this winter.
Since subscriptions are now available to organizations by default, check that this setting works for you.
Taiwan: App Store commission cut to 26%
On October 29, Apple announced that from October 31, the standard commission for Apple In-App Purchase and paid apps on the Taiwan storefront will be 26% instead of 30%. The decision followed discussions with the Taiwan Fair Trade Commission. You don't need to sign the updated terms by October 31 to get the new rate.
In March, Apple lowered the standard rate to 25% for mainland China. For those earning in Taiwan, the developer share rises from 70% to 74% as of October 31. You can accept the updated DPLA in your account.
App Review Guidelines: new guideline 2.3.14 and tougher rules
On October 16, Apple updated the App Review Guidelines. Guideline 1.2 now explicitly covers moderation requirements for nonconsensual intimate imagery, including AI-generated content: apps must prevent such content and remove it. Failing to implement safeguards, or leaving violations unaddressed after notice, can breach the Developer Code of Conduct and cost you your place on the App Store.
A new guideline, 2.3.14, covers creative assets. Guideline 2.5.19 formalizes a long-standing rule on hidden, dormant, and undocumented features (previously part of 2.3.1): an app that misrepresents itself during review and changes after approval can be removed from the App Store and the Apple Developer Program. In 3.1.1(a), the separate item on Music Streaming Services Entitlements was folded into the item on StoreKit External Purchase Link Entitlements, which also clarifies that links may point to a permitted destination. Section 5 states directly that apps facilitating human trafficking or the exploitation of children are removed from the App Store and blocked from alternative distribution.
Apple cites figures for last year: more than 150,000 apps with safety issues never reached users, and more than 193,000 developer accounts were terminated for fraud and abuse. If you are preparing new assets for the product page header and search, read guideline 2.3.14 before you submit.
New Apple Developer Program License Agreement
On October 13, Apple updated the DPLA. It adds security requirements for using Apple software and services (Section 3.2), terms for the Live Assistance API and the App Replacement Entitlement, terms for iOS app widgets and for iOS apps for CarPlay on Apple HomeView, and terms for Group Purchases and Volume Purchasing in Schedules 2 and 3.
Separately, Apple will share legally required information with tax authorities: taxes, sales, and contact details. Customer tax data that Apple shares with developers may only be used for purposes permitted by law. To accept the terms, sign in to your account.
Touch on Mac: Apple prepares developers for the MacBook Pro with Touch
On October 28, Apple opened a Touch on Mac section for developers: new videos, Group Labs sign-ups, articles, and resources. The announcement itself is short and works as an invitation to start preparing for the MacBook Pro with Touch now.
Developer ID certificates: the old Sub-CA expires on February 1, 2027
On October 1, Apple warned that the original Developer ID Certification Authority (Sub-CA) stops being valid on February 1, 2027, along with the certificates it issued. .pkg installers signed with such certificates won't install after that date, so they need to be re-signed with a new one. Mac apps that are already signed and notarized (with a secure timestamp) will keep working, and you should sign future updates with the new certificate.
The new certificate is issued under Developer ID Certification Authority (G2). When choosing an intermediate authority, specify G2 Sub-CA; another option may give you a certificate that also expires in 2027. G2 certificates are valid for one year and renew annually.
Full Disk Access in macOS: Apple will add restrictions
On October 2, Apple said it would tighten Full Disk Access in macOS. Some developers use this access in ways that put a user's files, mail, messages, and browsing history at risk, without the user fully understanding it. Apple will add a control so that such access can only be granted through an explicit user action. The announcement gives no timeline. Apple links this directly to the growing capabilities of AI agents: the more autonomous they become, the higher the risk of such access.
Google Play updates
Ask Play compares apps, Gemini recommends by voice
On October 13, Google described new Play features as part of its More than a store strategy. Three updates matter for app discovery.
Ask Play now builds dynamic side-by-side app comparisons in results. When a user compares, for example, subscription models or offline use, Ask Play summarizes your store listing and reviews. Game finder picks games based on the player's habits, favorite mechanics, and community reviews and explains why it recommends a particular game; for now, it is rolling out to English-speaking users in the US. In Gemini, people find apps right in the conversation: according to Google, this drove more than 6 million installs in the two months since launch. Recommendations are now available by voice too, through Gemini Live.
Your listing is now read by more than people: Ask Play and Gemini build comparisons and recommendations from it. So specific wording about subscriptions, offline mode, and features beats generic phrases. Google offers a checklist: keep descriptions, tags, and events in Play Console up to date; upload clean, high-resolution images and video; check deep links in the built-in Play Console emulator (no physical device needed); and integrate the Engage SDK. Personalized content through Engage SDK is now supported in 9 categories, including Education and Health & Fitness, and appears in Apps Home, on the You tab, and on tablets.
Games on Google Play: Playbacks, Sprints, Quests, and the Level Up program
In the same post, Google described what's new for games. Sidekick, the in-game overlay that has already reached more than 285 million users, gained Playbacks: 30-second clips of top moments that players can share without leaving the game. Sprints are 48-hour competitions for 2–5 players of similar skill. Leagues turn in-game leaderboards into month-long seasons, and Quests can now award not only Play Points but also in-game rewards: skins, boosters, currency.
To get a game into Leagues and Sprints, you need the Game Stats integration: the game sends basic signals (completed matches, score thresholds, key milestones) and gets daily Streaks. Play Games Rewards is generally available: you can set up ongoing rewards synced with Play Points.
The Apps Experience and Level Up programs offer reduced service fees to high-quality apps and games. They currently run in Australia, Japan, the EEA, the UK, and the US, and will reach Korea by year-end. According to Google, PUBG MOBILE saw 22% more new installs from high-value players and 62% more spend per buyer among engaged players. Applying and managing your enrollment is now easier directly in Play Console, and Play Console itself is getting a visual refresh this month.
Google Play policy package of October 29
On October 29, Google published new and updated policies. Deadlines vary and are listed on the Policy Deadlines page.
There are three new policies. Local Network Permission is limited to apps that need it for core functionality when device pickers aren't enough; for apps targeting Android 17 (API 37+), a declaration in Play Console is required. Deadline: August 25, 2027. Manage Contacts Permission is also restricted and requires a declaration; everyone else must use narrowly scoped platform intents; same deadline, August 25, 2027. The AppFunctions policy requires compliance with all existing Google Play rules and explicitly prohibits deceiving or manipulating AI agents, bypassing safeguards, and interfering with other apps. Deadline: April 14, 2027.
The policy on subscriptions with ongoing eligibility-based discounts, such as student plans, was updated: you must clearly disclose the eligibility criteria, the verification process, and how pricing and benefits change after eligibility ends. Deadline: January 27, 2027.
On the same day, the location and contacts access policies announced in April become mandatory. An app must use the minimum access necessary. For API 37+, this includes the mandatory Android location button for one-time and infrequent requests, and ACCESS_FINE_LOCATION requires a declaration explaining why approximate location or the button isn't enough. Apps that don't need broad contacts access must switch to the Android Contact Picker. Also on that date, account verification by phone call stops being a permitted use case for READ_CALL_LOG: you will need other APIs instead, such as the Digital Credentials API or the SMS Retriever API.
Deceptive Behavior now clarifies that you must not manipulate the app review process, and Payments gained guidance on purchases through AI and agentic experiences. If your app needs one of the new restricted permissions, you must justify it with a declaration in Play Console.
Japan, trader status, and memory: dates from the same announcement
The reminders section lists several dates. If you sell into or out of Japan, you must complete authorization by December 1, 2026, or payments will be held globally. From November 2026, you must declare your trader status in Play Console. For the new quality requirements on memory and code optimization that Google wrote about in August, the compliance deadline is February 2027: your app's visibility and ability to publish depend on it.
The games category for cars has graduated from beta to general availability, and these games can now be published to open testing and production. Play Age Signals API is launching globally for all developers, and the Android XR quality guidelines for Immersive and Augmented experiences have been updated.
US: external content links reporting due February 1, 2027
On October 21, Google updated its page on policies for developers serving users in the US. Under the July 22 notice, participants in the external content links and alternative billing programs were supposed to report transactions and downloads and pay service fees starting October 1, 2026. Now, for external content links participants, the deadline to report successful downloads and pay the fees is set at February 1, 2027. The new entry says nothing about alternative billing.
Google Play system updates: video answers in Ask Play and Playbacks
According to TechRepublic, the October Google Play system update includes three Play Store changes and two Play Services changes. Ask Play can now answer with videos that cite their sources. Playbacks in Sidekick save the last 30 seconds of gameplay on supported devices. Play Shorts gained shareable links that open on any device, not just Android. Play Services added phone pairing with Android XR glasses and background pairing for wireless earbuds that doesn't disturb notifications or audio.
Google advises keeping listings up to date, maintaining useful screenshots and video previews, and checking deep links in Play Console. The rollout is staged; some features may be experimental or available only to some users, and Google hasn't published a list of devices compatible with pairing.
Gemini 4 Argon is available to Android developers
On October 13, Google opened access to the Gemini 4 Argon model in Android development tools. It is available in Google Antigravity (standalone and in Android Studio Canary) to Google AI Ultra subscribers, as well as in Android Studio and Google AI Studio on the paid tier of the Gemini API. The rollout covers supported regions. Through Firebase AI Logic, developers on the paid tier of the Gemini API can use Gemini 4 Argon on the client side to add AI features to mobile and web apps. To connect the agentic environment to Android Studio's build tools, install the Android CLI plugin for Antigravity.
Android CLI: device streaming and Android skills
On October 2, Google updated Android CLI. An agent can now work with real devices through Android Device Streaming straight from the command line. Android skills are structured instructions in SKILL.md files that ground AI agents in the official guidance from developer.android.com. After installing the CLI, android init configures the agent, android skills list shows the available skills, android skills add adds a skill, and android skills update --all updates them all.
Upcoming deadlines
November 2026: Google requires a trader status declaration in Play Console. Apple opens Group Purchases testing in Sandbox.
December 1, 2026: authorization for selling into and out of Japan on Google Play; otherwise, payments will be held globally.
Winter: Group Purchases arrive in the App Store.
January 27, 2027: Google Play's location and contacts policies, the rules for subscriptions with eligibility-based discounts, and the ban on verifying accounts by phone call via READ_CALL_LOG take effect.
February 1, 2027: the old Developer ID Sub-CA expires, and .pkg installers must be re-signed. On the same day, the reporting deadline for external content links in the US ends.
February 2027: compliance deadline for Google Play's memory and code optimization requirements.
April 2027: building with the iOS 27 SDK and iPhone Duo screenshots become mandatory for App Store submissions.
April 14, 2027: Google Play's AppFunctions policy.
August 25, 2027: Local Network Permission and Manage Contacts Permission on Google Play.
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