Making the most of your product page on the App Store.

Every element of your App Store product page has the power to drive downloads of your app. And with iOS 11, product pages offer more opportunities to showcase your work with additional app previews, localization, and new text fields. Creating a great app is just the beginning. Use your product page to help customers find and engage with your app through thoughtfully crafted metadata.

Watch the film “App Store Product Page”

App Name

Your app’s name plays a critical role in how users discover it on the App Store. Choose a simple, memorable name that is easy to spell and hints at what your app does. Be distinctive. Avoid names that use generic terms or are too similar to existing app names.

The length of your app name is limited to 30 characters and will appear on the App Store for each device, including each version of iPhone, iPad, and Apple TV.

App Name
App Name


Your app’s subtitle appears below your app name throughout the App Store in iOS 11. A subtitle can be up to 30 characters long, and is intended to summarize your app in a concise phrase. Avoid generic descriptions such as “world’s best app.” Instead, consider using your subtitle to highlight features or typical uses of your app that resonate with your audience.

A compelling subtitle can encourage product page views and downloads. You can test different versions of your subtitle at different points in your app’s lifecycle — when you release a major update to your app, for example — to determine the subtitle that’s most effective for engaging users. You can update your app’s subtitle when submitting a new version of your app.



Your app icon is one of the first elements of your app that users see, so it’s essential to make a strong first impression that communicates your app’s quality and purpose. Work with a graphic designer to create an icon that is simple and recognizable. Try testing different options to determine which icon is the most recognizable and meaningful to your target audience.

To ensure the icon is legible in all sizes, avoid adding unnecessary visual details. For information about creating a beautiful and memorable icon, see the Human Interface Guidelines.


App Previews

An app preview demonstrates the features, functionality, and UI of your app in a short video that users watch directly on the App Store. Previews can be up to 30 seconds long and use footage captured on the device to show the experience of using your app. You can feature up to three app previews on your product page, and localize them for all available App Store languages.

App previews autoplay with muted audio when users view your product page, so make sure the first few seconds of your video are visually compelling. App preview poster frames appear whenever videos do not autoplay.

To learn more about creating great app previews, see Show More with App Previews.

App Preview
App Preview


Use images captured from your app’s UI to visually communicate your app’s user experience. You can feature up to ten screenshots on your product page. Depending on the orientation of your screenshots, the first one to three images will appear in search results when no app preview is available, so make sure these highlight the essence of your app. Focus each subsequent screenshot on a main benefit or feature so that you fully convey your app’s value.



Provide an engaging description that highlights the features and functionality of your app. The ideal description is a concise, informative paragraph followed by a short list of main features. Let potential users know what makes your app unique and why they will love it. Communicate in the tone of your brand, and use terminology your target audience will appreciate and understand.

The first sentence of your description is the most important — this is what users can read without having to tap to read more. Every word counts, so focus your description on your app’s unique features. If you choose to mention an accolade, we recommend putting it at the end of your description or as part of your promotional text.

Don’t add unnecessary keywords to your description in an attempt to improve search results. Also avoid including specific prices in your app description. Pricing is already shown on the product page, and references within the description may not be accurate in all countries and territories.

You can update your app’s description when you submit a new version of your app. If you want to share important updates more frequently, consider using your promotional text instead.

Promotional Text

Your app’s promotional text appears at the top of the description and is up to 170 characters long. You can update promotional text at any time without having to submit a new version of your app. Consider using promotional text to share the latest news about your app, such as limited-time sales, upcoming features or content, or other events within your app.



Keywords help determine where your app displays in search results. Carefully choose your keywords to ensure your app is easily discoverable. Think about the specific words your audience might use to search for an app like yours, and use those words when entering your keyword metadata. Broad or less-relevant terms can make it hard for users to find your app.

Keywords are limited to 100 characters total, with terms separated by commas and no spaces. Maximize the number of words that fit in this character limit by avoiding the following:

  • plurals of words that you’ve already included in singular form
  • the names of categories or the word “app”
  • duplicate words

Improper use of keywords is a common reason for App Store rejections. Do not use the following in your keywords:

  • unauthorized use of trademarked terms, celebrity names, and other protected words and phrases
  • terms that are not relevant to the app
  • competing app names
  • irrelevant, inappropriate, offensive, or objectionable terms

For more details, see Optimizing for App Store Search

In-App Purchases

Users can view and start an in-app purchase from your product page. Subscriptions and in-app purchases are shown on separate sections on your product page, and you can showcase up to 20 total items across both. Each item has its own display name, promotional image, and description. In-app purchases can also appear in search results and be featured on the Today, Games, and Apps tabs.

Your app must support the new SKPaymentTransactionObserver method to make in-app purchases available on the App Store. You can list in-app purchases in any order on your product page to help drive awareness for specific content. If users don’t have your app installed on their device when they make an in-app purchase, they will be prompted to download or purchase the app to complete the transaction.

For more details, see Promoting In-App Purchases.

In-App Purchase
In-App Purchase

What’s New

When you update your app, you can use What’s New to communicate changes to users. This text appears on your product page and on the Updates tab.

If you added a feature or fixed a bug based on feedback, use What’s New to let users know that you’ve listened to them. List new features, content, or functionality in order of importance, and add call-to-action messaging that gets users excited about the update.

What’s New
What’s New

Ratings & Reviews

You can respond to customer reviews of your app to directly address their feedback, questions, and concerns. When you respond to a review using iTunes Connect, the reviewer will be notified of your response and will have the option to update their review. Reviews and responses can be updated at any time, but only the latest review and response for each user will display on your product page.

Your app has one summary rating on the App Store, specific to each territory. You have the option to reset your rating when you release a new version of your app. Consider using this feature sparingly. While it can ensure that your summary rating reflects the most current version of your app — useful if you just released a major update that addresses users’ previous concerns — having few ratings may discourage potential users from downloading your app.

For more details, see Ratings, Reviews, and Responses.


You can assign two categories to your app so that users can find it while browsing the App Store. The primary category you select is particularly important for your app’s discoverability on the App Store. This will be the category in which the app appears when users browse by category or filter search results, and it determines whether it appears on the Apps tab or Games tab. Be sure to select a primary category that best describes the main function of your app.

For more details, see Choosing a Category.

Supporting Previous Versions of iOS

Metadata you provide in iTunes Connect is shared across the App Store on iOS 11 and iOS 10.3 and earlier, so you only need one version of product page elements, such as app name, icon, screenshots, and keywords.

If your product page showcases multiple app previews, users on iOS 10.3 and earlier will only see the first preview. Prioritize the order of your previews to make sure the first one best highlights your app’s full experience. We also recommend adjusting your app description for the new App Store on iOS 11.