Apple is expanding its App Store marketing and management tools with a new set of updates aimed at giving developers more flexibility in promoting their apps and managing submissions. The changes, rolled out through App Store Connect, include a higher limit on custom product pages, broader use of offer codes, and new submission options designed to reduce review delays.
Developers can now submit certain items for App Review even while another version of the app is already under evaluation. This adjustment allows updates like In-App Events, Game Center integrations, or urgent bug fixes to be reviewed independently, helping developers maintain faster release cycles without waiting for a full version update to clear review.
Custom product pages — which allow developers to tailor their App Store listings for different audiences or marketing campaigns — have been expanded significantly. The maximum number of pages has doubled to 70, giving teams more room to test variations in visuals, messaging, and feature highlights. In a notable change for discoverability, Apple now allows these pages to include keywords, enabling them to appear directly in App Store search results instead of always defaulting to the main product listing.
Offer codes, previously limited to certain purchase types, can now be used for all in-app purchases — including consumables, non-consumables, and non-renewing subscriptions. This means developers can create limited-time promotions or discounts across their full catalog of paid content. As part of this shift, Apple plans to phase out traditional promo codes for in-app purchases starting March 26, 2026. Existing promo codes will remain functional until they expire, while codes for free app downloads are unaffected.
These updates continue Apple’s gradual refinement of App Store Connect, following a recent design refresh for its companion app on iPhone and iPad. While the changes don’t alter App Store economics or policies, they give developers more nuanced tools for user acquisition, marketing experimentation, and release management — areas where Apple has faced increasing competition from alternative app marketplaces and developer platforms.
