Oct 2023
Your App Store listing is the product page for your iOS app that includes all the information users need to download your app. You must provide Apple with two types of information:
Key Requirements:
An App Store listing is the product page or app store landing page for your app on platforms like the Apple App Store and Google Play Store. It’s where users discover, learn about, and ultimately decide whether to download your app. A good listing includes a compelling app icon, engaging screenshots, an informative description, and other details like the app's name, version, and developer information.
This post covers your Apple App Store listing. We cover your Google Play Store listing here.
Your App Store listing provides users with crucial information about your iOS digital product. You’ll need to provide Apple with details about your iOS app, so Apple can create your listing and make your iOS app publicly available in the App Store.
To help you efficiently navigate the process of creating and updating your app listing, we’ve separated listing specifications into two categories—app information and version information. App information is generally consistent across updates and rarely changes. Version information, on the other hand, can and likely will change each time you release a new version of your product.
Read on for details about each category and the requirements for your app listing.
Your app’s name appears at the top of your app listing and is limited to 30 characters. Your app name can be longer than the relatively limited text beneath your app’s icon on a user’s home screen.
Many elements go into an app’s icon during the app design process to make sure it’s memorable. Work with your app development partner or review Apple’s Human Interface Guidelines to help you guide your icon’s design.
The subtitle appears beneath your app’s name throughout the App Store in a smaller font. Some clients use the subtitle space to insert a tagline. Subtitles must also be 30 characters or less.
Apple requires applicants to demonstrate their legal right to leverage third-party commercial content (such as art and music). Therefore, teams should be prepared to provide this documentation even though the App Store listing does not include it.
If your product includes in-app purchases such as content or features, you’ll configure them in App Store Connect. You may need your development team’s input to complete this task because they may have to implement some app code and configuration changes.
You’ll need to choose primary and secondary categories for your app. Your selections will come from the following options: Books, Business, Developer Tools, Education, Entertainment, Finance, Food & Drink, Games, Graphics & Design, Health & Fitness, Kids, Lifestyle, Magazines & Newspapers, Medical, Music, Navigation, News, Photo & Video, Productivity, Reference, Shopping, Social Networking, Sports, Stickers, Travel, Utilities, and Weather.
Note: If your app is specifically for kids ages 11 and under, select the “Made for Kids” checkbox to indicate a particular categorical case.
For apps that have different languages, you can localize various elements of your listing details for each of the markets where your app is offered. These elements include your app description, keywords, app previews, and screenshots. Other localization features include translating your app’s name and targeting keywords to local audiences.
Your product’s primary language is used as the default for App Store metadata when you don’t provide localized information.
The age rating is the minimum age for which your app is deemed appropriate. You won’t provide an age rating directly. Instead, you’ll answer a series of questions about topics that are not suitable for all ages, such as violence and profanity. Apple will then assign an appropriate age rating based on your responses.
You may provide your own license agreement or adopt Apple’s policy by default.
Your pricing and availability selections are part of your App Store properties. You can establish tiered pricing (e.g., free, $0.99, $1.99, etc.) and determine which countries should make your app available. When you set pricing, you also specify the effective date for your pricing to change.
One of the newer features of app listing requirements is what’s known as the security “nutrition label,” which helps users better understand your app’s privacy practices before they download it. Your listing landing page will include a label detailing some of the types of data your app collects and whether it’s linked to or will track the user. We cover the required privacy information to submit new apps and app updates in-depth here.
App previews are an optional way to visually communicate your app’s user experience. App previews are short videos that show your app in action, and you can include up to three of them per device size and localization. They must be between 15 to 30 seconds in length and no more than 500 MB in size. The supported file formats are MOV, M4V, and MP4. Apple automatically makes the 5-second mark your poster frame, which is the image that displays to customers on the App Store, but you can edit it when your app status is editable.
Key updates for 2025 include up to 3 app previews per supported device size and language, consistent resolution requirements across all iPhone sizes, and new support for Apple Vision Pro app previews.
While app previews aren’t required, screenshots are. You’ll need to provide between 1 and 10 screenshots for your app. Apple requires different screenshots depending on your app’s platform.
Note: If you don’t provide screenshots for smaller devices, Apple will automatically scale your larger screenshots.
If your app runs on iPad, you must provide screenshots for the latest iPad devices. Apple now requires screenshots optimized for the newest iPad displays:
Apple will automatically scale your 13" screenshots for smaller devices, but you can provide specific screenshots for:
*11" iPads accept: 1488 x 2266, 1668 x 2420, 1668 x 2388, or 1640 x 2360 pixels.
With Apple Vision Pro and visionOS, you can show your app’s unique value in a spatial computing environment. Apple Vision Pro apps require specific considerations for spatial computing experiences:
With visionOS, focus on showcasing spatial interactions, highlight immersive experiences, and demonstrate hand tracking and eye tracking features where applicable.
Your app description of the features and benefits of your app can be up to 4,000 characters.
Use promotional text for special occasions or to draw attention to something unique. This optional content appears above the description in the App Store. Promotional content is one of the few things that you can update without a new review. Apple limits promotional text to 170 characters or less.
Keywords don’t appear in the listing but are used to improve search results in the App Store. You’ll provide a comma-separated list of words. Keep in mind that commas between words count toward your 100-character limit.
This property is not available for the first version of the app but is required for all subsequent versions. Limited to 4,000 characters, it’s a description of the changes in this version of the app such as new features, UI improvements, or bug fixes.
Provide a support URL link to the page on your website where users can find customer help and resources for your app.
Submit an optional marketing URL link to a page on your website where users can find product information about your app.
Provide contact information including the name, phone number, and email address of the person Apple can reach if they have questions during the review process. In our more than 14 years of developing App Store listings, we’ve never been contacted using these methods. All of our review feedback has come through a dedicated channel within App Store Connect for review-related communication.
If you need to give the reviewer special instructions for using features of the app, include them in your review notes. Only include details that are less obvious to someone picking up the app for the first time.
Create authentication details (typically a username and password) for the reviewer if login is required for your app. If your app uses something other than a username and password, provide these details in the App Review notes. If an Apple team member can’t sign in, then your review will stop until the issue is resolved.
Note: Be sure that you can authenticate these credentials in your production environment before submitting a new build for review.
You can submit an attachment in a wide variety of formats to support your submission. While teams may submit attachments as images, PDFs, and other formats, our clients most frequently submit videos for their reviews. Videos are necessary for at least two of the following common circumstances:
In both cases, it’s crucial to demonstrate the core functionality of your app. However, teams certainly don’t need to demonstrate every possible use case. We recommend you keep your video to 2 minutes or less. Remember the reviewer can pause and rewind as needed, so you can fly through your demo. You don’t need to narrate it either unless you think your app has a specific feature that requires an explanation. This situation is rare.
We review in detail the top reasons for App Store rejection—and how to avoid them. For a quick overview, see below.
❌ Using wrong dimensions: Always verify current requirements as Apple updates them yearly
❌ Not providing required sizes: Missing 6.9" or 6.5" screenshots will delay approval
❌ Low-quality images: Blurry or pixelated screenshots reduce conversion rates
❌ Forgetting landscape versions: Include both orientations when applicable
❌ Not showcasing key features: Your first 2-3 screenshots are most important
❌ Exceeding character limits: App name and subtitle are limited to 30 characters each
❌ Keyword stuffing: Don’t repeat keywords or use competitor names
❌ Generic descriptions: Avoid vague language; be specific about your app’s value
❌ Ignoring localization: Missing translations limits your global reach
❌ Outdated privacy information: Keep your privacy policy current with latest requirements
❌ Invalid test credentials: Always verify login details work in production
❌ Missing review notes: Explain any complex features to reviewers
❌ Incomplete metadata: Fill out all fields even if marked optional
❌ Ignoring Apple’s guidelines: Review the latest Human Interface Guidelines
❌ Not testing on actual devices: Screenshots must be from real devices, not simulators
✅ Lead with your best features: First 2-3 screenshots get the most views
✅ Add text overlays: Explain features with brief, compelling captions
✅ Show real content: Use actual data instead of lorem ipsum
✅ Create a visual story: Screenshots should flow logically
✅ A/B test different layouts: Try different screenshot orders
✅ Research competitor keywords: See what successful apps use
✅ Use all 100 characters: Don’t waste any keyword space
✅ Avoid special characters: Stick to letters and commas
✅ Include variations: Singular, plural, and common misspellings
✅ Update regularly: Refresh keywords based on performance
✅ Front-load key benefits: First 3 lines are most important
✅ Use short paragraphs: Break up text for easy scanning
✅ Include social proof: Mention awards, press, or user numbers
✅ Clear call-to-action: Tell users exactly what to do
✅ Update "What’s New": Fresh content for each version
✅ Professional app icon: Invest in quality design
✅ Consistent visual style: Match your brand across all assets
✅ Highlight unique features: What makes your app different?
✅ Show diverse use cases: Appeal to different user needs
✅ Include app preview videos: Videos can increase downloads by 20-30%
App Store listing requirements include mandatory elements like app name (30 characters), subtitle (30 characters), description (4,000 characters), keywords (100 characters), 1-10 screenshots for required device sizes, app icon, categories, age rating, and privacy information. Version-specific information updates with each release.
You need between 1 and 10 screenshots for iPhone apps. Required sizes are 6.9 inch displays (1290 x 2796 or 1320 x 2868 pixels) and 6.5 inch displays (1284 x 2778 or 1242 x 2688 pixels). Apple automatically scales these for smaller devices, though you can provide specific sizes.
The app name appears in your App Store listing and can be up to 30 characters. The app title (or display name) is what users see under your app icon on their device's home screen and is typically shorter due to space constraints.
App Store review typically takes 24-48 hours, though it can take up to 7 days during busy periods. Expedited review is available for critical issues. Apps may be rejected for guideline violations, requiring resubmission.
Yes, you can update promotional text (170 characters) without submitting a new version. However, most elements like screenshots, description, keywords, and app previews require a new version submission and review.
Your app icon should be 1024x1024 pixels in PNG format without transparency. This master icon is automatically resized for different contexts. Follow Apple's Human Interface Guidelines for design requirements.
Use all 100 characters available, separate keywords with commas (no spaces), include relevant terms your audience searches for, avoid duplicating words already in your app name/subtitle, and research competitor keywords. Update keywords with each version based on performance data.
App preview videos are 15-30 second demonstrations of your app in action. You can include up to 3 videos per localization and device size. Videos must be in MOV, M4V, or MP4 format under 500 MB. The 5-second mark automatically becomes your poster frame.
No, you only need screenshots for 6.9" and 6.5" iPhone displays. Apple automatically scales these for smaller devices. However, you can optionally provide specific screenshots for 6.3", 6.1", 5.5", and 4.7" displays for better optimization.
App privacy information (the "nutrition label") details what data your app collects, how it's used, and whether it's linked to users or used for tracking. This includes data types like contact info, health data, location, and usage data. It's required for all apps.
Update your listing with each new version release (typically every 2-6 weeks). Regular updates signal active development, allow keyword optimization, and let you showcase new features through updated screenshots and descriptions.
While some elements are shared (app name, description, keywords), iPad apps require separate screenshots. If your app is universal, provide iPad-specific screenshots showcasing how your app utilizes the larger screen.
Choose from categories like Books, Business, Education, Entertainment, Finance, Games, Health & Fitness, Lifestyle, Music, News, Photo & Video, Productivity, Shopping, Social Networking, Sports, Travel, Utilities, and Weather. Select primary and secondary categories that best fit your app.
Read the rejection reason carefully, fix the specific issue mentioned, provide detailed responses in Resolution Center, update your app or metadata as needed, and resubmit for review. Most rejections are resolved within 1-2 resubmission cycles.
Optimizing your App Store listing to meet all necessary guidelines and effectively showcase your app’s unique features and benefits is crucial. In a competitive market, a well-crafted listing can make all the difference in attracting potential customers. By entrusting your app to a reputable professional app developer, you can rest assured that it will receive the attention and care it deserves, helping you to achieve your goals and reach a wider audience.
Get the green light on your first attempt to submit your app. Explore our comprehensive playbook on marketplace submission and acceptance of your iOS and Android apps—with additional tips on monitoring marketplace performance and ensuring your app’s ongoing success.
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