ASO news digest for October 2025
Apple has increased the limit for Custom Product Pages and simplified the content submission process for review, while Google Play has updated tab interfaces and improved the Apps page. All key ASO updates from October are covered in our new digest.
App Store News
Apple has increased the limit for Custom Product Pages in App Store Connect
Apple has expanded the number of Custom Product Pages available for apps. You can now create up to 70 different pages for a single app on the App Store.
Previously, developers could only create up to 35 pages, which limited their ability to run A/B tests and target different audience segments. Increasing the limit now allows developers to tailor app pages more effectively for various keywords, seasonal events, and promotional campaigns, providing users with more relevant content.
Submitting additional items for App Review
Starting this month, Apple allows developers to submit additional content for App Review independently of the main app release. For example, a developer can send a separate batch of In-App Events for review, ship an out-of-cycle build with a critical bug fix (even if other Custom Product Pages are still under review), or update Game Center features through a standalone submission. This provides much more flexibility — supplementary content no longer has to wait for the primary app update to pass review.
Google Play News
Personal “You” tab for Google Play users
Google has introduced a new personalized “You” tab in Google Play. The tab features a customized content feed that includes Play Points rewards, active subscriptions, personalized app recommendations, and usage statistics.
The idea behind the update is to bring all essential features together in one place and help users interact with apps on a new level. The “You” tab began rolling out gradually at the end of September, starting with countries where the Play Points program is available, and became accessible in several additional regions in October.
Updated Apps tab
Google has updated the Apps storefront, and the Apps tab has received new sections: in some countries, dedicated entertainment blocks have appeared. For example, in Korea, the Apps tab now features selections of TV dramas, shows, and short mobile-friendly series, while in the U.S. it includes collections of web comics and popular movies/shows.
The Apps tab now also features seasonal collections — visually themed storefronts highlighting current events (such as the WNBA playoffs, Halloween, or the Korean holiday Chuseok). These changes aim to increase content personalization in the store and boost user engagement through timely, relevant themes.
