ASO News — September 2025

In this September 2025 issue of ASO News, we’re breaking down the biggest updates from the App Store and Google Play that directly impact your app growth and optimization strategies. These changes underscore the rapid evolution of the mobile ecosystem — and how ASO professionals can stay ahead by adapting to new policies, features, and opportunities.

Apple App Store: Key Updates & ASO Insights

App submissions now open for Apple’s latest OS lineup

Apple has officially opened App Store submissions for apps and games built on the latest operating systems — iOS 16, iPadOS 16, macOS Ventura 16, tvOS 16, watchOS 16, and watchOS 9.
These updates, slated to roll out globally soon, mark one of the largest design transformations in Apple’s history. Developers can now build using Xcode 26 Release Candidate, test their apps through TestFlight, and submit them for review.

Starting April 2026, all new submissions to App Store Connect must use the latest SDKs:

• iOS & iPadOS 26 or later
• tvOS 26 or later
• visionOS 26 or later
• watchOS 26 or later

Get ready for the latest beta releases

Apple has also released the iOS 26.1, iPadOS 26.1, macOS 26.1, tvOS 26.1, visionOS 26.1, and watchOS 26.1 betas. Developers should ensure app compatibility and stability ahead of the upcoming public release.

Currency change in Bulgaria: App Store to switch to the Euro

Starting January 1, 2026, Bulgaria will officially adopt the Euro (EUR), replacing the Bulgarian Lev (BGN).
All App Store purchases, subscriptions, and developer payouts will automatically switch to euros, using the fixed exchange rate of 1 EUR = 1.95583 BGN.
Automatic subscriptions will continue uninterrupted, and users will receive notifications about the currency change.

Highlights from Apple’s September Event 2025

Apple unveiled its newest generation of devices — featuring design upgrades, performance boosts, and smarter health and AI features:

• iPhone 17 Pro – powered by the A19 Pro chip, triple 48MP cameras, and Ceramic Shield 2.
• iPhone Air – the thinnest iPhone ever, combining pro-level power and a new 48MP Fusion camera.
• iPhone 17 – now with ProMotion 120Hz and improved durability.
• AirPods Pro 3 – advanced noise cancellation, heart rate sensor, Live Translation, and 8-hour battery life.
• Apple Watch Series 11 – sleep tracking, blood pressure alerts, Workout Buddy, and 24-hour battery life.
• Apple Watch SE 3 – new features like sleep tracking, Always-On Display, and faster charging.
• Apple Watch Ultra 3 – satellite communication, multi-day battery, 5G, and Apple’s brightest watch display yet.

Google Play: Key Updates & ASO Insights

Android 16 QPR2 Beta 2 reaches Platform Stability

Google has released Android 16 QPR2 Beta 2, marking Platform Stability — meaning all APIs and system behaviors are finalized and ready for developers to integrate.

Key updates include:

• Developer Verification – beginning September 2026, only apps from verified developers can be installed on certified Android devices (except via ADB).
• SMS OTP Protection – delivery delays introduced to reduce OTP hijacking, with exceptions for system and messaging apps.
• Custom app icon shapes – users can now choose global icon styles across all apps.
• New ART Garbage Collector – improved performance, smoother UX, and reduced CPU load.
• Health Connect upgrades – automatic step tracking and extended exercise data (weight, set index, perceived exertion).
• Minor SDK Versioning – for the first time, Android introduces minor SDK updates between major releases, allowing faster innovation without compatibility risks.

Developers can install Android 16 QPR2 Beta 2 on Pixel devices or via the Android Emulator.
Google encourages early feedback to help shape the final release of Android 16.

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