App Store Metadata Best Practices 2025
Your App Store listing is your app's first impression. Learn how to optimize every element—from app name to screenshots—to improve discoverability and conversion while staying compliant with Apple's guidelines.
What Metadata Does Apple Require?
Required App Store metadata includes: App name (30 chars), subtitle (30 chars), description (4000 chars), keywords (100 chars), category, privacy policy URL, support URL, screenshots for each device size, and age rating. Optional but recommended: promotional text, app previews, and What's New text.
Metadata Overview
App Store metadata serves two purposes: helping users find your app (ASO) and convincing them to download it (conversion). Here's what you can customize:
| Field | Limit | Searchable | Notes |
|---|---|---|---|
| App Name | 30 characters | Yes | Most important for ASO |
| Subtitle | 30 characters | Yes | Second most important |
| Keywords | 100 characters | Yes | Hidden, comma-separated |
| Description | 4000 characters | No | For conversion, not search |
| Promotional Text | 170 characters | No | Can update without new build |
| What's New | 4000 characters | No | Required for updates |
App Name Best Practices
Your app name is the most important metadata field for discoverability. Apple indexes it for search, so include your most important keyword.
Good Examples
- • Headspace: Meditation & Sleep - Brand + keywords
- • Notion - Notes & Projects - Brand + use case
- • Calm - Sleep & Meditation - Brand + category
Avoid These
- • MyApp Pro Plus Premium - Keyword stuffing
- • #1 Best Photo Editor FREE - Superlatives, price claims
- • Photo Editor for iPhone - Using Apple trademarks
App Name Rules
- • Don't include price (FREE, $0.99)
- • Don't use superlatives (#1, Best, Top)
- • Don't use Apple trademarks (iPhone, iPad, Apple)
- • Don't include generic category terms only (Calculator, Weather)
- • Names must be unique—Apple rejects duplicates
Subtitle Optimization
The subtitle appears below your app name in search results. Use it to add keywords that don't fit in your app name.
Subtitle Strategy
- 1 Complement your app name - Don't repeat words from your name
- 2 Use your second-best keywords - Your most important keyword should be in the name
- 3 Describe the value proposition - What does the user get?
- 4 Keep it readable - Users see this in search results
App Name:
Strava: Run & Ride
Subtitle:
Track Your Fitness
App Name:
Duolingo
Subtitle:
Language Lessons
Keywords Field
You have 100 characters for keywords. This field is hidden from users but indexed by Apple's search algorithm.
Keyword Optimization Tips
- Use commas, no spaces after commas - Saves characters: "fitness,workout,exercise"
- Don't repeat words from name/subtitle - Already indexed
- Use singular OR plural, not both - Apple matches both automatically
- Don't use competitor names - Violates guidelines, causes rejection
- Skip "app" and "free" - Low value, wastes space
Example for a meditation app (already has "Meditation" in name):
relax,stress,anxiety,sleep,calm,breathing,mindfulness,focus,wellness,mental health
App Description
The description doesn't affect search rankings, but it's crucial for conversion. Users see the first 3 lines before "More"—make them count.
Description Structure
First 3 Lines (Above the Fold)
This is all most users see. Include:
- • Clear value proposition
- • Who the app is for
- • Key benefit or feature
Feature List
Use bullet points or emojis for scanability. Focus on benefits, not just features.
Social Proof
Awards, press mentions, user count ("Join 10M+ users").
Subscription Details (if applicable)
Required if you have auto-renewing subscriptions. Include pricing and terms.
Description Don'ts
- • Don't mention price (can change, makes updates tedious)
- • Don't use "new" for features (becomes outdated)
- • Don't reference competitors
- • Don't include irrelevant keywords
- • Don't use ALL CAPS excessively
What's New Section
Required for every app update. Users see this when deciding whether to update, and it's indexed for search.
Good Practices
- • Be specific about what changed
- • Highlight new features first
- • Mention bug fixes briefly
- • Thank users for feedback
- • Keep it concise and scannable
Avoid These
- • "Bug fixes and improvements" only
- • Copy-pasting the same text every update
- • Overly technical jargon
- • "Please rate 5 stars" requests
- • Promotional content unrelated to update
Screenshot Best Practices
Screenshots are your most powerful conversion tool. Most users decide based on screenshots alone without reading the description.
Screenshot Strategy
-
1
First screenshot = Most important
Show your app's primary value proposition. This is the only screenshot most users see.
-
2
Use captions
Add text above/below the device frame explaining what users see. Focus on benefits.
-
3
Show real app UI
Apple rejects concept art or mockups that don't match the actual app.
-
4
Tell a story
Screenshots should flow logically: onboarding → core feature → advanced features → results.
Pro tip: Create a "panoramic" design where screenshots connect visually when viewed in sequence. This encourages users to swipe through all of them.
App Preview Videos
Optional but highly recommended. App previews auto-play (muted) in search results and can significantly boost conversion.
App Preview Requirements
Technical Specs
- • 15-30 seconds long
- • H.264 or HEVC codec
- • 30fps or 60fps
- • Match device resolution exactly
Content Guidelines
- • Show actual app footage
- • No hands/devices in frame
- • Must work without sound
- • Include captions/text overlays
Common Metadata Rejections
These metadata issues frequently cause app rejections:
Guideline 2.3.7 - Accurate Metadata
Screenshots, previews, and descriptions must accurately reflect the app.
- • Screenshots showing features that don't exist
- • Description claiming functionality the app lacks
- • App preview showing different UI than actual app
Guideline 2.3.10 - Irrelevant Keywords
Keywords must be relevant to your app.
- • Using competitor app names or trademarks
- • Celebrity names without authorization
- • Unrelated popular search terms
Guideline 1.1.6 - Misleading Claims
No false or misleading representations.
- • Fake reviews or ratings in screenshots
- • "#1 App" or "Best" claims without substantiation
- • Misleading price or subscription terms
Metadata Checklist
Text Content
- App name under 30 characters
- Subtitle under 30 characters
- Keywords under 100 characters
- Description is compelling and accurate
- No competitor names or trademarks
Visual Assets
- Screenshots match actual app UI
- All required device sizes included
- First screenshot shows key value
- App preview under 30 seconds (if used)
- 1024x1024 app icon uploaded
Required URLs
- Privacy policy URL is live
- Support URL is working
- Marketing URL (optional but recommended)
Compliance
- Age rating correctly set
- Category accurately selected
- Subscription terms disclosed (if applicable)
Related Guides
Get Your Metadata Right the First Time
Our AI review tool checks your app's metadata against Apple's guidelines before you submit, catching issues that could cause rejection.
Review My MetadataFrequently Asked Questions
How often can I change my app name?
You can change your app name with any app update. However, frequent changes may confuse users and hurt brand recognition. Apple may also reject name changes that appear to be for gaming search rankings.
Does the description affect App Store search?
No. Apple only indexes app name, subtitle, and keywords field for search. The description is purely for conversion—convincing users to download after they've found your app.
Can I use the same screenshots for all device sizes?
Partially. When you upload 6.7" iPhone screenshots, App Store Connect offers to use them for smaller sizes (scaled appropriately). However, iPad screenshots must be separate if you support iPad.
What's the difference between Description and Promotional Text?
Promotional text (170 chars) appears above the description and can be updated anytime without a new app version—great for seasonal promotions. The main description (4000 chars) requires an app update to change.