Apple’s 2025 App Store Overhaul: Faster Submissions, Smarter Marketing, and the End of Promo Codes by 2026
Apple has introduced a major refresh to the App Store workflow, improving how developers submit updates, manage marketing campaigns, and distribute offers. The company is also preparing to retire traditional promo codes for in-app purchases by March 26, 2026 , replacing them with a new offer-code system that’s more flexible and trackable. These updates might not grab headlines, but they’re a big deal for developers and marketers. The changes make it easier to ship fixes faster, customise how apps appear in the store, and run smarter promotional campaigns, all while simplifying Apple’s review process. What’s new Parallel submissions during review: Developers can now submit things like In-App Events, Game Centre updates, or hotfix versions while another app update is still under review. Each item is reviewed separately, cutting downtime. Up to 70 custom product pages: Apple has increased the limit for custom product pages and now allows developers to assign keywords to e...