Moburst’s WWDC25 Digest: Expert Insights for App Growth
The overall consensus on Apple’s WWDC25 event was that it’s falling behind in the AI race, especially compared to Google’s latest I/O 2025, which featured a wave of bold AI updates across products and services.
But there was also some great news for app owners and marketers, as Apple has rolled out major quality-of-life improvements for app performance measurement, and for the first time, it’s letting third-party apps tap into Apple Intelligence via SDK. These updates, along with a handful of other meaningful features, will shift how you drive app growth this year.
In this recap, our app growth experts at Moburst explain what actually matters for measurable growth and how to leverage these updates for your app. Let’s dive right in!
The Liquid Glass Design Overhaul
Apple has launched a new “Liquid Glass” design language across iOS 26, iPadOS 26, macOS Tahoe, watchOS, tvOS, and visionOS.
This update, expected to be released in September 2025, introduces a translucent, fluid look that shifts with light and motion. Key features include refraction effects, dynamic tap animations, floating widgets, and glass-like toolbars. Developers now have access to updated SwiftUI, UIKit, and AppKit APIs to help bring these elements into their apps.
Why it Matters
Apple will feature apps that match the new visual style early on. Apps that stick to the old look risk being seen as outdated and losing out on both features and conversions. Users notice when an app doesn’t fit in with the new system visuals, and this can hurt retention.
What to Do Now
- Review all your app’s visuals, including icons, screenshots, and interface elements. Check if they feel outdated next to the new Liquid Glass style.
- Update your app’s design using Apple’s latest design resources. New templates are available for Sketch, Photoshop, and Illustrator.
- Start integrating Liquid Glass elements using the latest SwiftUI or UIKit APIs. Even a single updated component (like a glassy toolbar or widget) can make a difference.
- Test your app for readability. Early feedback already points to some major visibility issues, so make sure your app’s text and elements are clear under different lighting conditions.
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App Store Optimization & Discoverability Enhancements
While the Liquid Glass overhaul is a significant change to Apple’s on-device visual experience, the real game-changer for app marketers and developers lies in the latest features added to boost app discoverability.
Apple has rolled out a set of tools and analytics that give app teams more control, sharper insights, and faster workflows than before:
- Custom Product Pages (CPPs) are now discoverable through organic search. Each CPP can be tailored with its own targeted keywords, making every CPP a potential entry point for new users, and not just a conversion booster for ad campaigns.
- App Tags, generated by Apple’s algorithms based on your app’s metadata, are now visible to users and impact search rankings. These tags appear in prominent areas in the App Store, such as alongside app categories and search results, and are meant to help users better understand your app’s features and functions. This means your app’s discoverability will be directly tied to how accurately you describe and position your product, making ASO (App Store Optimization) more crucial than ever.
- 100+ new metrics in App Store Connect analytics. Get granular data on user cohorts, subscription funnels, download-to-paid conversions, revenue per install, and more, giving you actionable insights to find what’s working and where users are dropping off.
- Natural Language Search on the App Store. Users can search for specific features using everyday language to find their desired app. This is major news for your app’s discoverability potential if leveraged early.
- Automated build uploads and feedback with the updated App Store Connect API. You can now integrate build uploads, TestFlight feedback, and crash data into your CI/CD pipeline, making it easier to test, iterate, and release faster.
What to Do Now
- Build keyword-focused Custom Product Pages for each of your main user segments.
- Regularly review and update your App Tags in App Store Connect to ensure they accurately reflect your app’s strengths. Adjust your app listing as needed to keep up with Apple’s algorithm.
- Use the new analytics to monitor conversion funnels, identify drop-off points, and make data-driven changes to your creative and messaging.
- Automate your release workflow using the Connect API to speed up experimentation and reduce manual errors.
Apple Intelligence Opens to Developers
At WWDC25, Apple introduced the Foundation Models framework, a new API that lets any third-party app tap into the on-device large language model behind Apple Intelligence.
The framework is optimized for Apple silicon, runs fully offline, and supports structured output, tool calling, and session management—all accessible via a Swift API in just a few lines of code.
Why it Matters
- Apps can now include smart features, such as natural language search, content summarization, and quiz generation, that work entirely offline, carry no inference costs, and uphold strong privacy standards.
- This levels the playing field. For the first time, small to mid-size apps can add on-device intelligence without cloud infrastructure.
- Apple will feature apps that leverage these new capabilities for impactful, real-world benefits.
What to Do Now
- Pick one use case to start, such as offline natural-language search, summarization, or generation tailored to your app.
- Prototype a Minimal Viable Feature using the Foundation Models Swift API.
- Highlight the feature in your App Store listing and In‑App Events to stand out early.
- Watch for updates as Apple expands model capabilities, structured outputs, and adds more developer tools throughout 2025.
This is a major shift in breaking through Apple’s walled garden. On-device intelligence is now plug-and-play for your app. The first movers will stand out with privacy-friendly, intelligent features and earn favor in App Store visibility.
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The New Apple Games App & Gamification Opportunities
Apple unveiled the new Games app for iOS, iPadOS, and macOS. The app will serve as a dedicated hub to centralize and simplify the gaming experience across Apple devices.
It will also bring together all of a user’s downloaded and Arcade games in one place, making it easier to discover, launch, and re-engage with games.
Tabs like Home, Library, Arcade, Play Together, and Search are built into the app to help users navigate their collection and find new games more efficiently.
- The Games app also integrates upgraded social features powered by Game Center. Thanks to the new Game Overlay feature on iPad and Mac, players can now view leaderboards, complete challenges, unlock achievements, and track group activities without leaving the app or even while playing.
Why it Matters
For developers, these improvements include expanded APIs for Game Center, making it simpler to register and showcase achievements, challenges, and live activities directly through App Store Connect or Xcode.
But this isn’t just good news for mobile game developers. Even apps outside of the gaming category can benefit from adopting Game Center features. By introducing gamified elements such as progress tracking, achievements, or friendly competitions, non-gaming apps can drive greater engagement, retention, and social sharing, tapping into the same mechanisms that keep users coming back to their favorite games.
What to Do Now
This is a crucial time to review and update your App Store assets to align with the new Games app’s design and visibility standards. Game developers should make full use of Game Center integrations to increase discoverability and in-app activity.
For other app categories, exploring lightweight gamification can help your app stand out as Apple pushes these features across its ecosystem.
Apple’s investment in the Games app signals that gaming and game-like engagement mechanics will continue to play a major role in app growth. Apps that adapt to this shift will be well-positioned for increased engagement and visibility as these features expand.
AdAttributionKit & Paid UA Insights
In addition to Apple’s design and app experience changes, WWDC25 brought a major update to how marketers measure paid user acquisition and campaign impact. Apple announced a significant overhaul to AdAttributionKit, its framework for tracking ad-driven installs and re-engagements while protecting user privacy.
Why it Matters
Until now, attribution in Apple’s ecosystem often meant sacrificing either accuracy or privacy, with limited ability to track multiple campaigns or customize reporting.
- With the new overlapping re-engagement conversion windows, it is now possible to credit multiple paid campaigns that reach the same user, eliminating attribution gaps and confusion.
- Marketers can also adjust attribution windows for each network and ad type to better match the actual user journey instead of a generic time frame.
- The new cooldown period feature helps prevent inflated conversion counts from rapid repeats, and postbacks can now include country-level data for more detailed geographic insights when privacy thresholds are met.
- The new Developer Mode makes testing and validating attribution setups easier before going live, reducing risk and accelerating launches.
What to Do Now
- Update your app’s AdAttributionKit configuration, including the new Info.plist keys for overlapping conversions and attribution controls.
- Review your UA strategy and adjust attribution windows to better reflect your campaign goals and user behavior.
- Work with your ad partners to enable country-level postbacks and make sure everyone is ready for the new data options.
- Use Developer Mode on test devices to validate your attribution flow and avoid surprises when campaigns go live.
Live Activities in CarPlay and macOS
Apple extended Live Activities (the informational, glanceable elements that were previously limited to iPhone’s Lock Screen and Dynamic Island) into CarPlay and macOS.
This means users can now track deliveries, sports scores, or ride times on their in‑car dashboard or in the Mac menu bar, even if their iPhone isn’t updated to iOS 26.
Why it Matters
Live Activities are evolving into a cross-device habit for users. This opens up opportunities for your app to stay present in your users’ daily routines, whether they are driving, working, or multitasking on a desktop. You can utilize Live Activities to reach users in more meaningful, context-rich moments, leading to stronger engagement and session depth.
What to Do Now
- If you have existing iPhone Live Activities, expand them to CarPlay support. Even lightweight ones work once tagged in your widget settings.
- Design or update your layouts for multiple formats: CarPlay widgets require minimal text and big visuals, while macOS needs compact menu-bar formats.
- Test your Live Activities across devices. If your app supports them and runs on iOS 18 or newer, your users’ iPhone widgets will automatically appear on their Mac.
- Explore new macOS use cases, like ongoing timers, desktop workflows, or community stats—these could stay visible while users work on non-app tasks.
Key Takeaways
WWDC25 introduced a wave of practical updates for app growth. This is the moment to use the new tools for what actually moves the needle: better measurement, more ways to reach users, and more room for creative engagement across Apple’s ecosystem.
If you’re already thinking about your next update, this is the time to move beyond the basics, whether that’s refining your ASO, experimenting with new app features, or building a growth strategy that’s data-driven from day one. The next few weeks are when Apple will watch for standout apps to feature and reward, so make sure to update your visuals, test your keywords, and integrate at least one of the new frameworks.
If you want a partner who can turn these updates into real, measurable results for your app, reach out to Moburst. We’ve helped hundreds of apps experience hypergrowth and become category leads. Whether you need paid user acquisition, organic growth, conversion optimization, or want to expand into new markets, we’ll build a strategy that fits your app and your goals. Explore our app marketing services to learn more.
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