App Store Tags are short descriptive labels Apple assigns to apps using large language models and human review, shown in US App Store search results and on product pages to aid discovery.
Apple introduced App Store Tags at WWDC25. Its large language models assign tags describing an app's features from a range of data, including App Store Connect metadata, and Apple says every tag is human-reviewed. Tags appear as glanceable terms in search results, alongside categories on the Search tab, and as tappable entities on the product page; tapping one opens a collection of apps that share it. Developers don't write tags: they review the assigned set under App Information and can deselect any that don't fit. Tags currently appear only in the United States, based on en_US metadata. Google Play instead lets developers choose up to five tags themselves.
Tags turn metadata into browsable intent. A tag in search results tells a shopper at a glance what an app does, and tag collections open a discovery path that doesn't depend on typing an exact keyword. Because tags are generated from what an app says about itself — including the description, which doesn't rank in App Store search — clear, specific copy is the practical lever over which tags it receives. Practitioners review assigned tags after metadata changes and deselect only inaccurate ones: deselecting a tag also removes the app from that tag's collection, and Apple warns that deselecting all tags may affect discoverability.
Example
A US-listed habit tracker finds three tags assigned: "Journaling," "Reminders," and "Mood Tracking." The first two fit, but the app has no mood features, so the team deselects that tag and rewrites a vague description line that likely prompted it.