As we approach the end of the year, mobile marketers are gearing up for Q1 testing and optimization. To help you stay ahead of the curve, this article will dive into the latest updates from Apple and Google, covering new submission workflows, expanded monetization tools, and additional creative formats.
Apple App Store Updates
Submit Additional Items to App Review with Ease
Apple has finally given developers more flexibility during the review process. You can now submit additional items to App Review independently of an existing app version, providing greater freedom when updating metadata or making changes to in-app purchases (IAPs). This update greatly facilitates the work of ASO, UA, and LiveOps teams who regularly update custom product pages (CPPs), IAE, or Game Center metadata.
Double the Fun: Create Up to 70 Custom Product Pages
Apple has doubled the maximum number of custom product pages mobile marketers can create, from 35 to 70 active custom pages. With this update, you'll be able to manually assign keywords to each CPP, making them eligible to appear in App Store search results for those terms – replacing your default product page when triggered.
Offer Codes Expand to All In-App Purchase (IAP) Types
Apple now supports offer codes for all IAP types, including subscriptions and non-subscription-based purchases. This opens up more possibilities for re-engagement campaigns or onboarding flows. Heads-up: Promo codes for IAPs will be discontinued after March 26, 2026. Existing ones remain redeemable until they expire.
Mini Apps Partner Program Launched
On November 13, Apple launched the Mini Apps Partner Program, reducing Apple's commission to 15% for qualifying In-App Purchases within mini apps – experiences built using web technologies like HTML5 or JavaScript and distributed inside a native host app. However, developers must meet specific conditions to be eligible.
Google Play Store Updates
New App Vital: Excessive Partial Wake Locks
Google Play is officially adding "excessive partial wake locks" as a core app vital. This indicates a battery-drain behavior for which Google has set a strict 5% threshold. If your app exceeds this threshold:
New App Store Asset: Hero Content Carousel
Google has started rolling out the new Hero content carousel, featuring up to 5 square images (1440 x 1440 pixels). Go to the Play Store Console under: Store Presence → Store Listings → Phone immersive header.
Industry News for Gaming Apps
On November 10, Google Play officially launched its second gaming league, this time in partnership with Garena's Free Fire. This initiative is part of Google's growing push to spotlight competitive, LiveOps-driven content directly on the Play Store.
YouTube Videos on Store Listings
Google now allows apps that are eligible to publish Promotional Content the option to list multiple YouTube videos on their store listings for apps. This feature is currently only targeted at users who have already installed your app.
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