Searching by app name is a key way users will find apps on the App Store on Apple TV. Search on the App Store on Apple TV is incremental, which means users see results each time they type a letter. Keep your tvOS app name short to help users quickly find what they are looking for.
If your tvOS app uses the same app ID as your iOS app, the apps will share one name. If your tvOS app uses a separate app ID, you will need to create a different name from your iOS app. Do not include the phrases Apple TV, tvOS or ATV in your name.
tvOS app icons require layered images to support the parallax effect that creates the sense of depth and vitality for icons on Apple TV. For guidance on creating app icons and specifications, read the Apple TV Human Interface Guidelines.
Your tvOS app has its own app description. Use the description to explain the ways in which the app is optimized for a large screen and how the app leverages the features of the Apple TV Remote to create an immersive, intuitive experience.
Your tvOS app has its own unique set of keywords and are limited to 100 characters. Maximize the number of words that fit in this character limit by avoiding terms such as TV, television, and app. Do not use the phrases Apple TV, tvOS or ATV. For more information on writing effective keywords, read the App Store Product page.
You can upload up to five screenshots of your tvOS app. Take advantage of all five, as users will see every screenshot without having to scroll on your Apple TV product page. Use the full space for screenshots — do not frame screenshots in a TV. For more screenshot specifications, read the iTunes Connect Developer Guide.
App previews demonstrate the features, functionality, and user interface of your app or game in a short video that users can watch by selecting the preview button on an app’s product page. Each preview is between 15 and 30 seconds long and appears in all countries or regions where your app is available. Learn more about app previews.
Using the name Apple TV
Apple TV is a trademark and should always be written in English, even when it appears within text of another language. Do not include the phrase Apple TV in your app name or keywords.
Empower customers to enjoy your app on both tvOS and iOS with a single purchase. To enable universal purchase of your app in iTunes Connect, simply attach a platform to your existing app record or create a new app for both iOS and tvOS and submit them for review. Once both versions are approved and released to the App Store, your customers will be able to access your app on iPhone, iPad, and Apple TV. Note that once both apps have been approved by App Review, you cannot disable universal purchase. Learn more.
Linking to tvOS Apps
Product pages for tvOS apps are also available on the App Store for iPhone and iPad, and on the iTunes Store for Mac and PC. Customers who have enabled their Apple TV to automatically install apps can download your app straight to Apple TV from their iOS device or computer when they follow a direct link to your product page. Simply get the link from iTunes Link Maker and use it when promoting your app.
While tvOS apps with universal purchase are discoverable on the App Store for iPhone and iPad through searching and browsing, apps exclusively on the App Store for Apple TV can only be found through this direct link.
All tvOS apps submitted to the App Store are reviewed based on a set of technical, content, and design criteria. Make sure to review the updated App Review Guidelines before submitting your app for review.
When compiling your tvOS app and any third-party libraries, Bitcode must be enabled. Your main app bundle is limited to 4 GB. Your submission can include up to 20 GB of On-Demand Resources, and the initial download of your app may include up to 2 GB of On-Demand Resources. For more information, see the On-Demand Resources Guide.
Before finalizing your app for release, get valuable feedback with beta testing to make sure it’s ready for your customers. Upload your apps to iTunes Connect and use TestFlight to install and test them on an Apple TV.
As soon as your tvOS app is approved and is released, customers will be able to download and use your tvOS app, so make sure your back end systems are ready. For more information on app submission, read the iTunes Connect Developer Guide.
Images and Badges
Display your tvOS app in Apple approved Apple TV images to introduce users to the app on this new platform. If your app is also available for iPhone and iPad, use the overlapping product image to display your app on all devices.
You can also use the Download on the App Store badge as a clear call-to-action in your marketing communications. Get the Download on the App Store badge from the App Store Marketing Guidelines.
Measure user engagement and monetization for your tvOS apps with App Analytics. In addition to seeing data on product page views, downloads, and engagement, you can see how many iOS users acquired with your marketing campaigns opened the same app on Apple TV. You can also promote your tvOS app in another tvOS app and track the results using campaign links.
When marketing your tvOS app, direct users to the App Store on Apple TV and provide a clear call-to-action to search for your app by its exact name. Include your app icon in your marketing creative to help users connect your marketing message with the app as it appears on the App Store on Apple TV. Alternatively, you can provide a link to your tvOS product page on the App Store for iPhone and iPad to give users another way to download your app to Apple TV.
If your app is only for Apple TV, highlight this with a phrase such as “Exclusively for Apple TV”. If your app is already available for iPhone and iPad, promote your new tvOS app to existing iOS users with phrases such as “Also Available on the App Store on Apple TV” or “Now Available on the App Store on Apple TV”. For more messaging guidance for Apple TV, read the App Store Marketing Guidelines.