App Store Product Page

Every element of your App Store product page has the power to drive downloads of your app. Creating a great app is just the beginning — now it’s time to help users find and engage with your app through thoughtfully crafted app metadata.

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 substantially similar to existing app names.

The length of your app name is limited to no longer than 50 characters. Notice how your app name will appear on the App Store for each device, including each version of iPhone, iPad, and Apple TV. We recommend keeping your app name to around 23 characters or less for optimal presentation on every device. Long names may be truncated, which means users will not see all the characters.


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. Consider 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 required sizes, use widely recognizable symbols and avoid adding unnecessary visual details. For more on creating a beautiful and memorable icon, read the iOS Human Interface Guidelines.

App Previews

An app preview demonstrates the features, functionality, and UI of your app in a short video that users can watch directly on the App Store. Previews are between 15 and 30 seconds long and use footage captured on the device to show the experience of using your app.

App previews are displayed as the first image on your app’s product page, followed by your app screenshots. Like your app icon, your preview poster frame is one of the first elements a user will see on your product page, so ensure the frame is visually compelling and conveys the essence of your app.

For more details, read Show More with App Previews.


Use images captured from your app’s UI to visually communicate your app’s user experience. Your first two screenshots should encapsulate the essence of your app, as these images display in search results when no app preview is available. Focus each subsequent screenshot on a main benefit or feature so that you fully convey your app’s value.


Provide your audience with an engaging description that highlights the features and functionality of your app. The ideal description is a concise, attention-grabbing 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 few sentences of your description are 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 the description.

Don’t add unnecessary keywords to your description in an attempt to affect search results. This provides a bad experience for users and can create a negative impression of your app’s quality.

Also avoid including specific prices in your app description. Pricing is already shown on the product page, and references within the description won’t be accurate in all countries and territories.

What’s New

When you update your app, your What’s New description is an opportunity to communicate directly with active users. If you added a feature or fixed a bug based on feedback or reviews, let your users know 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.


Keywords impact 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 words separated by commas. 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
Ratings and Reviews


You can respond to customers’ reviews of your app to directly address their feedback, questions, and concerns. Responses you write within iTunes Connect will display below a customer's review on your product page, and customers will be notified when you write a response. Reviews and responses can be updated at any time, but only the latest review and response for each customer will display on your product page.

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



iTunes Connect lets you assign your app to two categories where users can browse to find it. 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 for search results. Be sure to select the category that best describes the main function of your app.

For more details, read Choosing a Category.