Displaying on the Store in More Than One Language (Optional)
After you create an iTunes Connect record for your app, you can add the information for your primary localization and add additional localizations.
For example, if you created the iTunes Connect record for your app with the primary language English, stores in all territories display information for the app in English. If you now upload metadata, keywords, and screenshots in French, users whose language is set to French or who are located in a territory that includes French (and not English) as a supported language see the French metadata instead of the English metadata. Your app is also searchable in all French-language stores by the localized keywords. In other store territories, the primary language, in this case English, appears.
Note that the language set for users’ devices controls which metadata is used when an app is presented in the store. If there’s no localized metadata available that matches the current language, the store shows the metadata for the primary language. Note, too, that the URL for the app is the same, regardless of the iOS or OS X language setting.
Adding New Languages
When you add a new language, all information except the description and keywords is pre-populated from the primary language metadata, including any screenshots. You need to update the metadata with localized information for the new language. If you don’t upload new screenshots, the previous (primary language) versions are used.
To add store metadata for another language
Open the App Details page for the app, as described in Creating an iTunes Connect Record for an App.
On App Store, from App Information or any platform version, click the Language selector dropdown.
Scroll down to the new language in the Not Localized section, and click the plus sign.
Enter the localized metadata for the language indicated and click Save.
The text fields and image requirements are described in Platform Version Information.
If you add a localization under App Information, it will automatically be added to each platform. If you add a localization on a platform level, it will automatically be added to the shared metadata section.
Viewing and Editing Metadata for Supported Languages
You can view or edit the metadata and images entered for a specific language. Open the App Details page for the app, as described in Creating an iTunes Connect Record for an App. On Versions, choose the language from the Localized language list at the top-right of the page. If the language doesn’t appear in the Localized language list, there’s no metadata entered for the language.
If you’ve added localized metadata for your app but no longer want to manage it, you can delete it from the app version whenever the app is in an editable state. Select the minus sign next to language from the Localized section.
Changing the Primary Language
The primary language is the language that the store uses to display information for an app when the app doesn’t have localized metadata for a store territory. If you find that your potential users are better served by a different primary language, you can change the primary language for an app.
To change the primary language, you add metadata for the new language and then switch which language is used by default.
To change the primary language for an app:
Add metadata for the language you want to be the new primary language.
Choose the new language from the Primary Language dropdown in the General Information section under App Information.