Greater Submission Flexibility for Faster Updates

Developers now have the ability to submit additional items to App Review independently of a full app version submission. This means critical bug fixes, in-app events, and Game Center features can be reviewed and released without waiting for a complete app update. This streamlined process significantly reduces time-to-market for essential improvements and engaging content.

• Independent In-App Event Submissions: Submit timely in-app events even while a new app version is under review.
• Expedited Bug Fixes: Address critical issues with dedicated submissions, separate from custom product page reviews.
• Game Center Feature Updates: Release achievements, leaderboards, and challenges without requiring a full app version update.

Learn more about submitting to App Review.

Double the Impact with Expanded Custom Product Pages

Apple is doubling the number of custom product pages developers can create, increasing the limit to 70. These pages allow developers to tailor their app store listing to specific user segments or marketing campaigns, showcasing unique features and benefits with targeted screenshots, app previews, and promotional text. Furthermore, developers can now assign keywords to each custom product page, dramatically improving discoverability within the App Store search results. This means a custom page optimized for a specific feature can appear higher in search results when users search for that feature, rather than relying solely on the default app listing.

Imagine a fitness app launching a new running program. A dedicated custom product page, optimized with keywords like “marathon training” or “5k running plan,” could attract users specifically searching for those features. This level of granularity offers unprecedented control over app store visibility.

Learn more about custom product pages.

Universal Offer Codes for All In-App Purchase Types

Apple is expanding the functionality of offer codes to encompass all In-App Purchase (IAP) types – consumable, non-consumable, and non-renewing subscriptions – in addition to existing support for auto-renewable subscriptions. Offer codes provide a powerful mechanism for developers to incentivize engagement and drive revenue by offering limited-time discounts or free access to premium content. This expanded support allows for more creative promotional strategies and targeted offers to attract and retain users.

• Consumable IAPs: Offer free in-game currency or items to encourage initial engagement.
• Non-Consumable IAPs: Unlock premium features or content with a special offer.
• Non-Renewing Subscriptions: Provide access to a limited-time subscription for a specific event or feature.

Schedule 1 and the Paid Applications Agreement (Schedules 2 and 3) will be updated to reflect the availability of offer codes for all IAP types.¹

The Transition from Promo Codes to Offer Codes

While offer codes offer enhanced features and flexibility, Apple is phasing out promo codes for In-App Purchases. Starting March 26, 2026, developers will no longer be able to create promo codes for IAPs. Existing promo codes will remain redeemable until their expiration date. However, promo codes will continue to be supported for free app downloads.

Learn about creating offer codes.

Learn about offer codes for auto-renewable subscriptions.

Implementing offer codes in your app.

These updates represent a significant investment by Apple in the developer community, providing the tools and flexibility needed to thrive in the competitive app marketplace. What strategies will you employ to capitalize on these new features?

How will these changes impact your app development roadmap and marketing efforts?

Frequently Asked Questions

• What are custom product pages and how can they improve my app’s discoverability?

  Custom product pages allow you to create tailored app store listings with unique screenshots, app previews, and promotional text. By assigning relevant keywords to each page, you can increase your app’s visibility in App Store search results for specific features or user segments.

• How do offer codes differ from promo codes for In-App Purchases?

  Offer codes provide improved configuration options and customer eligibility features compared to promo codes. While promo codes are being phased out for IAPs, offer codes offer a more robust and flexible solution for delivering targeted discounts and promotions.

• Can I submit a bug fix for my app without submitting a new version to App Review?

  Yes, the new submission process allows you to submit bug fixes independently of a full app version update, accelerating the release of critical improvements.

• What is the deadline for phasing out promo codes for In-App Purchases?

  Starting March 26, 2026, you will no longer be able to create promo codes for In-App Purchases in App Store Connect. Existing promo codes will remain valid until they expire.

• How many custom product pages can I create at a time?

  You can now create and publish up to 70 custom product pages simultaneously, providing greater flexibility in showcasing your app’s features and benefits.