Apple Just Changed the ASO Playbook — August 2025

Screenshot Copy Now Impacts Keyword Rankings

This is the first time app marketers have officially acknowledged that creative elements — specifically, the text inside your screenshots — are part of how the App Store algorithm determines keyword relevance.

That means your visuals now influence not just conversion, but also discoverability.

Why this matters:

• Screenshots are no longer just for persuasion — they’re part of your organic discoverability and ASO strategy. If your creative doesn’t reflect your core search terms, you’re missing out on ranking signals. Marketers must now find an approach that takes both conversion and discoverability into consideration. 
• Copy in your screenshots now count. Strategic phrasing in captions and image text can reinforce your keyword strategy. 
• Localization gets even more important. Screenshot translations aren’t just for user comprehension — they now have a direct impact on local keyword performance.
  

In short: your creative and your metadata need to be working together — not in parallel. This change gives marketers an edge when there’s alignment between message, keyword, and visual narrative. Those who adjust their ASO strategy now stand to gain first-mover advantage — and potentially boost their keyword visibility.

Custom Product Pages Now Power Organic Discovery

The second change is just as powerful — and arguably even more transformative.

Apple has unlocked Custom Product Pages for organic search traffic. That means different users can now see different versions of your App Store page depending on what they searched for in the app store. For now, Custom Product Pages tied to organic search only activate for keywords placed in your private keyword field — not those in your app title or subtitle. Hopefully more is to come soon. 

Screenshot captured from the Canadian App Store, August 2025.

This opens up an entirely new layer of customization and relevance — and moves ASO closer to the kind of segmentation and message matching we’re used to in paid media.

What this makes possible:

• Create targeted versions of your app page for different types of search intent. 
• Test and refine messaging that matches specific user needs or verticals 
• Improve conversion rates on high-traffic but underperforming keywords 

And now with these CPPs eligible for organic placements, the opportunity to shape how users experience your app before they install has never been greater. 

For instance, if your app serves multiple user personas with distinct search behaviours, Custom Product Pages allow you to tailor the experience for each one. Take a health and fitness app offering sport-specific training programs: you could create individual CPPs for athletes in basketball, football, or baseball. That means a basketball-focused page appears for “basketball training” searches, while a football-themed page is shown for “football workouts.” Conversion should sky rocket.

Or, take a look at what Babbel is doing here. What was once exclusive to paid Apple Search Ads can now happen organically. Babbel’s Custom Product Page for “learn Spanish” shows how tailored visuals and copy can boost organic visibility and conversion.

How Organic CPPs Unlock New Growth Levers

Apple’s decision to open Custom Product Pages to organic search isn’t just a technical update — it’s a strategic unlock for teams that know how to use it.

Here’s how marketers can capitalize:

Climb the rankings through better conversion
Apple’s search algorithm rewards relevance. When your page converts better for a given query, you’re more likely to move up in rank. Better UX → stronger CVR → higher placement. Simple. Also, Not all search terms convert equally — even the ones driving a ton of traffic. With organic CPPs, you can create focused experiences that speak directly to these missed opportunities and convert curiosity into installs.

Speak Their Language, Win the Click
Different keywords reflect different user intentions. Organic CPPs allow you to tailor your value proposition and visuals to match what each user is actually looking for. Consider the earlier health and fitness example — each CPP can align with the specific goals and mindset behind a given search term. 

This new layer of personalization lets marketers treat App Store search more like a performance channel — with real targeting logic, conversion optimization, and message testing baked in.

What This Means for Growth Teams & ASO

These updates don’t just add complexity — they expand the marketer’s toolkit. And for teams ready to take action, they open up real growth levers:

• Creative is now part of keyword strategy — screenshot text must be written with ASO in mind 
• CPPs aren’t just for ads anymore — they’re a core part of organic funnel optimization 
• Metadata and visuals are converging — your team needs to plan them together, not separately
  

We’re already helping clients adapt their strategy around these changes: auditing creative for keyword opportunity, building intent-specific CPPs, and tracking keyword performance beyond metadata alone.

If your current ASO approach doesn’t take these updates into account — it’s outdated.

Final Thoughts 

Apple just handed marketers more control over how users find and experience apps. But with that control comes the need for more strategic execution.

This isn’t a time for copy-paste ASO. It’s a time for creative testing, smart segmentation, and building full-funnel experiences inside the App Store.

Want to get ahead of the curve? Let’s talk.