Apple Just Changed ASO. Here’s What Marketers Need to Know from WWDC25
Last week at WWDC, Apple announced changes that could reshape the way we approach App Store Optimization.
While AI announcements dominated headlines, Apple slipped in updates that fundamentally shift how brands approach ASO. For CMOs and growth leads, the message is clear: ASO is expanding beyond metadata into a full-funnel strategy, where creative relevance, user sentiment, and keyword targeting all shape performance.
Apple’s updates bring ASO into the realm of performance UX, where creative, metadata, and sentiment are fully measurable.
Here’s what changed and what we’re doing to help brands win in the new App Store reality.
1. Keyword-Level Custom Product Pages (CPPs)
What’s new:
Apple has introduced support for linking keywords to Custom Product Pages, though the rollout appears to be gradual and not yet visible across all accounts. This functionality means that when a user searches for “budgeting app,” they can be shown a CPP tailored to that term, with visuals, copy, and CTAs matched to intent.
Confirmed in Apple’s official WWDC session: What’s New in App Store Connect (2025) (skip to ~10:15)
Why it matters:
This transforms the App Store into a segmented landing page environment. Keyword-to-Creative alignment becomes a core ASO and CRO lever. It’s a shift from generic discovery to contextual conversion.
How we help:
We’ve built modular CPP systems that plug into performance creative workflows, testing different hooks and visuals for high-intent queries.
While Apple’s keyword-to-CPP feature is still rolling out, we’ve seen how aligning creative to specific search intent can impact performance. On Google Play, with similar testing using keyword-level Custom Store Listings, we achieved a 26% uplift in organic CVR, a strong indicator of the potential impact once Apple’s rollout is fully deployed.
2. AI-Generated Review Summaries Are Now Live
What’s new:
Product Pages now feature auto-generated summaries of user reviews. Using on-device language models, Apple pulls out common themes (e.g., “great for tracking expenses”) and surfaces them as a quick digest for prospective users.
Covered in: What’s New for App Store Product Pages (WWDC25) (see minute ~7:00)
Why it matters:
These summaries can heavily influence user perception and conversion. It’s no longer just about star ratings, but how frequently themes are repeated and how positively they’re framed.
How we help:
We continuously analyse review sentiment to identify key themes and shifts in user perception. These insights are shared with product teams, along with recommendations on how to respond effectively and build trust.
3. Screenshot Keywords May Influence Search Rankings (Speculative but Trending)
What’s happening:
While not officially confirmed by Apple, signals from ASO platforms such as Mobile Action, and practitioner testing suggest keywords visible in screenshot text overlays may influence App Store search rankings.
Why it matters:
If confirmed, this would make screenshot text a new influence on keyword visibility, adding another layer of creative optimisation to ASO. In the future, we’ll be testing how visible keywords in screenshots may impact rankings and user engagement.
TL;DR: ASO Just Became a Performance Flywheel
These changes shift ASO from a static hygiene task to a dynamic media and creative channel. And it aligns with where we see marketing going in 2025:
- High-intent UX alignment
- Review sentiment as a CRO asset
- Search-optimized creative as a growth driver
At M+C Saatchi Performance, we’re helping clients build conversion-first ASO systems that integrate into broader growth stacks across paid UA, owned media, and lifecycle.
Let’s Turn These Updates Into Uplift
If you haven’t already built a CPP keyword map, audit your review themes, or tested keyword-infused screenshots, now’s the time.
Contact our ASO team to learn how we’re helping performance brands evolve their ASO for what’s next.
