iOS 26 Drops Sept 15: Ready for the Shift?

The rollout starts Monday, and it’s more than an update. iOS 26 reshapes how apps look, convert, and get discovered.

Sep 12, 2025

On Monday, September 15th, iOS 26 officially lands.

For users, it’s just another update. But for growth teams, this release is a turning point.

I’ve already broken down the full list of changes here, but today let’s focus on what actually happens next week as adoption begins.

🚀 What changes on Sept 15th?

1. Liquid Glass design is live

The most visible change is the new Apple-driven design language.

And apps like Polarsteps and WaterLlama are already showing off their updated Liquid Glass UI on LinkedIn.

→ Why it matters: teams moving fast on design are not just ahead on user experience, but also more likely to get featured by Apple (confirmed by devs who’ve received early emails). Apple cares and highlights early tech adopters, so make the most of it.

2. The new Games app launches

A dedicated hub for games on iOS; with immense visibility potential for mobile titles.

Think of it as Apple Arcade meets the App Store but algorithm-driven, pushing multiplayer, challenges, and re-engagement.

I covered it in a previous newsletter, so check out the full breakdown here: Apple’s New Gaming Hub

3. New ASO with Custom Product Pages (CPPs) going mainstream

Until now, CPPs in organic search were only visible for users on iOS 26 betas. Starting Monday, all users upgrading to iOS 26 will see them.

→ Expect progressive adoption over the coming weeks and months, but momentum builds fast.

I broke it down in detail here: Custom Product Pages in Organic Search

📊 What Growth Teams Should Know

Adoption curve → iOS updates take months to reach high penetration. Early movers win visibility while competitors lag.
Design alignment → Updating screenshots, widgets, and onboarding with Liquid Glass isn’t just cosmetic — it’s conversion rate optimization + featuring leverage.
CPPs for scale → With keyword-driven CPPs now impacting organic search, UA managers can finally align paid + organic funnels more tightly than ever.

👀 What to do now

Audit your App Store pages + App design : do they look iOS 26-ready?
Work on CPPs for your top keywords.
Start aligning creative pipelines for Liquid Glass.
If you’re in games: plan Games app placements now → this is a rare new surface from Apple.

🎤 See you in London

Next week I’ll be speaking at Gamesforum London about exactly this: preparing for iOS 26, App Store algo changes, and the new Games app.
I’ll also be part of an incredible panel to discuss Organic Growth.

If you’re around, ping me! I’d love to meet.