Welcome to this month’s edition of ASO Monthly — your go-to update on what’s moving the needle in App Store Optimization.
We break down the latest algorithm changes, trends, and experiments across app stores, alongside CRO insights, tool updates, and developer platform news.
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May 13
Accessibility Nutrition Labels arrive in the App Store
Apple is rolling out Accessibility Nutrition Labels — a new “Supported Features” section on product pages that highlights in-app accessibility options such as VoiceOver, Voice Control, Larger Text, Reduced Motion, captions, and more.
The labels will be available globally later this year. They’re designed to help users with disabilities assess an app’s accessibility at a glance — while giving developers a way to better communicate inclusive product features.
May 20
Apple’s WWDC25 kicks off June 9
Apple has announced the schedule for WWDC25, which will run from June 9–13 as a free online event. The program includes the Keynote, Platforms State of the Union, and over 100 technical sessions covering iOS, iPadOS, macOS, tvOS, visionOS, and watchOS.
Developers can connect with Apple engineers through labs and appointments, browse session guides, and follow streams via the Apple Developer app, website, or YouTube. Apple will also host 1,000 developers and Swift Student Challenge winners in person at Apple Park.
May 20
Google I/O 2025: Major Play Store and Console updates
At I/O 2025, Google introduced a slate of updates to help developers better manage releases, optimize listings, and grow revenue:
- Console updates: New overview pages for “Test and release” and “Monitor and improve” consolidate key metrics and offer action-driven guidance. A new “halt release” button allows devs to stop live rollouts mid-stream.
- Listing tools: New asset library for managing visuals and expanded open metrics support deeper insights.
- Discovery: Global expansion of curated spaces, new topic-based browse pages in the U.S., and support for hero content, YouTube carousels, and audio previews.
- Engagement & monetization: Engage SDK surfaces thematic Collections (starting with Travel), while subscriptions now support multi-product checkout, benefit highlights, extended grace periods, and AI-powered payment recovery prompts.
May 26
Apple experiments with Trending Searches in the App Store
On May 26, the U.S. App Store briefly swapped out its usual “Suggested” and “Browse” panels for a “Trending Searches” feed. The update highlighted trending queries like iHeartRadio, Helium Mobile, and Cricbuzz.
Apple reverted the change hours later, hinting this may be an experiment — but it could indicate a broader rollout is on the horizon.
May 26
AI-driven Q&A comes to the Play Store
Google is piloting a new “Ask Play about this App” section — an AI-powered Q&A tool for Play Store listings. Users can tap curated prompts to ask about an app’s features before installing, such as “Is offline mode supported?” or “How do I track workouts?”
While the feature still struggles with complex queries, it signals Google’s direction toward automating store experiences — and potentially reducing reliance on static textual assets like long-form descriptions.
Interesting Reads/Listens/Watches
iOS External Payments Ruling: A New Path to Higher Margins? | Phiture
Unlock the value of web-to-app | AppsFlyer
Winning with ASO in the App Store: A complete guide to succeed with your iOS app | AppRadar
ASO With Phiture’s Experts
Designing creative assets? Less is often more.
While flashy colors and badges can grab attention, they sometimes bury your app’s actual value. We recommend experimenting with clean, use case–focused screenshots that clearly show how the app works.
Run a fresh A/B test at least once per quarter — test a simplified creative concept against your current set to validate performance impact.
— Talha Mumtaz, Growth Manager
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