Understanding App Store listing guideline

The simplest way to understand Apple’s app store listing…

Intro

In this blog, we will see what steps and guidelines need to be followed while publishing an application on Apple’s App Store.

To publish an app on AppStore requires an Apple developer account. To create a new account please go to https://developer.apple.com/sign-in-with-apple/.

Kindly follow the below steps to meet the app store guidelines.

Here are a few topics I’ll be covering in my blog:

📌 Key Principles of the App Store Review Guidelines

📌 Tips for creating apps that adhere to Apple’s standards

📌 Common pitfalls to avoid during the app submission process

📌 Updates on recent changes and announcements from Apple

Table contents:

1. App Name
2. App Icon
3. Subtitle
4. App Previews (Optional)
5. Screenshots
6. Description
7. Promotional Text
8. Keywords
9. In-App Purchases (Optional)
10. What’s New (Not for the first release)
11. Ratings and reviews
12. Categories
13. Localization (Optional)
14. Support URL
15. Marketing URL
16. App Privacy policy URL
17. App Review Information
18. Authentication Details (Dev team will do)
19. Attachment (Optional)
20. Other Params

1. App Name

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.

According to Apple’s recommendations, the app name should:

• Be simple, catchy, compelling, and easy to understand
• Communicate the key purpose of your app
• Be up to 30 characters long,
• Differ from competitors’ app names,
• Exclude generic terms, popular app titles, special characters (e.g. #, @), prices, celebrity names, trademarked terms, and other protected words.

2. App Icon

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.

Below you can find size requirements for icons on the App Store:

iPhone:

180px × 180px (60pt × 60pt @3x)

120px × 120px (60pt × 60pt @2x)

iPad Pro:

167px × 167px (83.5pt × 83.5pt @2x)

iPad, iPad Mini:

152px × 152px (76pt × 76pt @2x)

App Store:

1024px × 1024px (1024pt × 1024pt @1x)

To be eligible for the App Store, icons have to meet the following specifications:

• Format: PNG
• Color space: sRGB or P3 (see Color Management)
• Layers: flattened with no transparency
• Resolution: varies. See Image Size and Resolution
• Shape: square with no rounded corners

3. Subtitle

Your app’s subtitle is intended to summarize your app in a concise phrase. Consider using this, rather than your app’s name, to explain the value of your app in greater detail.

Here are the App Store requirements for the subtitle:

• It should be compelling to encourage users to explore your product page and download your app
• It should be limited to 30 characters
• It shouldn’t include generic descriptions, for example, “world’s best app.” The title and subtitle together provide 60 characters for you to get through to your users. Focus on your distinctive features or typical uses;
• Subtitles have to comply with the App Store’s standard metadata rules. Avoid misleading or false product claims or inappropriate content, and never exploit competitors’ apps by any means.

4. App Previews (Optional)

An app preview demonstrates the features, functionality, and UI of your app in a short video that users watch directly on the App Store. Previews can be up to 30 seconds long and use footage captured on the device to show the experience of using your app. You can feature up to three app previews on your App Store and Mac App Store product pages, and localize them for all available App Store languages. Know more

Here are some recommendations by Apple to create effective app previews:

• Use the footage of the app in use, enhanced by graphic elements, textual or video overlays, and narration, if the video requires additional explanation. Avoid using animated hands gesturing or real people navigating the device, as well as the caption of your app’s development.
• Since previews autoplay, it’s recommendable to make the first few seconds visually engaging. When the videos don’t autoplay, users see poster frames, which should also communicate the essence of the app. Learn how to set a poster frame here.
• The preview should be 15–30 seconds long.
• The maximum file size is 500MB.
• Upload 1–3 previews for each supported localization.
• Don’t rely on specific seasons or events, keep the video general.
• Use a disclaimer at the end of a preview if your app requires you to log in or subscribe, or if you demonstrate features that are only available on an in-app purchase basis;
• Avoid adult themes, objectionable content, profanity, and violence, so that your previews comply with age restrictions — aged 4 and older;
• Never demonstrate protected content without licensing rights.
• Official App Preview Specifications: To know about Video Specifications, App Preview Resolutions, and App Preview Requirements, visit here.

5. Screenshots

Use images captured from your app’s UI to visually communicate your app’s user experience. You can feature up to 10 screenshots on your App Store and Mac App Store product pages.

Apple requires teams to provide screenshots for

iPhone:

6.5-inch screens (iPhone 14–13 Pro Max, 12 Pro Max, 11 Pro Max, 11, XS Max, and XR)

5.5-inch screens (iPhone 8 Plus, 7 Plus, and 6s Plus). The images you provide will scale down for smaller device sizes.

iPads:

upload 12.9-inch iPad Pro (2nd generation).

For screenshot specifications, see App Store Connect Help.

6. Description

Provide an engaging description that highlights the features and functionality of your app. The ideal description is a concise, informative paragraph followed by a short list of main features. Let potential users know what makes your app unique and why they’ll love it. Communicate in the tone of your brand, and use terminology your target audience will appreciate and understand. The first sentence of your description is the most important — this is what users can read without having to tap to read more. Every word counts, so focus on your app’s unique features.

Take into account the following Apple’s recommendations regarding the product page description:

• Keep it concise, informative, and easy to understand.
• Stick to the tone of your brand.
• Avoid specific terms, keep it simple.
• Avoid keyword stuffing, otherwise, your app won’t pass the review.
• Don’t mention prices: pricing is already disclosed on your product page and may also differ across the supported localizations.
• Let users know about your awards if any, but better do it at the end of the description.

7. Promotional Text

Your app’s promotional text appears at the top of the description and is up to 170 characters long. You can update the promotional text at any time without having to submit a new version of your app. Consider using this to share the latest news about your app, such as limited-time sales or upcoming features.

8. Keywords

Keywords help determine where your app displays in search results, so choose them carefully to ensure your app is easily discoverable.

Popular, functional terms, such as “jobs” or “social”, may drive a lot of traffic, but are highly competitive in the rankings. Less common terms drive lower traffic but are less competitive.

Keywords are limited to 100 characters in total, with terms separated by commas and no spaces. (Note that you can use spaces to separate words within keyword phrases. For example Property, House, Real Estate.)

Maximize the number of words that fit in this character limit by avoiding the following:

• Plurals of words that you’ve already included in the singular form
• Names of categories or the word “app”
• Duplicate words
• Special characters — such as # or @ — unless they’re part of your brand identity. Special characters don’t carry extra weight when users search for your app.

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
• In addition, keep in mind that promotional text doesn’t affect your app’s search ranking so it should not be used to display keywords.

9. In-App Purchases (Optional)

Users can view and start an in-app purchase from your product page. In-app purchases and subscriptions are shown in two separate sections on your product page, and you can showcase up to 20 total items across both of these sections. You can even choose the order in which to list them to help drive awareness for specific content.

Each item has its own display name, promotional image, and description. In-app purchase names are limited to 30 characters and descriptions are limited to 45 characters, so be descriptive, accurate, and concise when highlighting their benefits.

For details, see Promoting Your In-App Purchases.

10. What’s New (Not for the first release)

When you update your app, you can use What’s New to communicate changes to users. This text appears on your product page and on the Updates tab.

11. Ratings and reviews

Ratings and reviews influence how your app ranks in search and can encourage users to engage with your app from search results, so focus on providing a great app experience that motivates users to leave positive reviews.

Individual ratings inform your app’s summary rating, which is displayed on your product page and in search results. This summary rating is specific to each territory on the App Store.

12. Categories

Categories on the App Store help users discover new apps to meet their needs. You can assign a primary and a secondary category to your app.

The primary category is particularly important for discoverability, as it helps users find your app when browsing or filtering search results, and it determines in which tab your app appears on the App Store.

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 details, see Choosing a Category.

13. Localization (Optional)

If your app is available in multiple languages, make sure to localize your app description, keywords, app previews, and screenshots, for each of the markets in which you offer your app.

You can also translate your app’s name and tailor your keywords to reflect the values of each market so your app might better resonate with the local audience.

For details, see Localize App Store information.

14. Support URL

Provide a support URL link to the page on your website where users can find customer help and resources for your app.

15. Marketing URL

Submit a marketing URL link to a page on your website where users can find product information about your app.

16. App Privacy policy URL

Submit a privacy URL that links to your privacy policy. A privacy policy is required for all apps

17. App Review Information

Provide contact information including

name,

phone number

email address

of the person, Apple can reach if they have questions during the review process.

Notes (optional): Additional information about your app that can help during the review process. Include information that may be needed to test your app, such as app-specific settings.

18. Authentication Details (Dev team will do)

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.

19. Attachment (Optional)

You can attach specific app documentation, demo videos, and other items to help prevent delays during the app review process. Make sure you use files with the following extensions: .pdf, .doc, .docx, .rtf, .pages, .xls, .xlsx, .numbers, .zip, .rar, .plist, .crash, .jpg, .png, .mp4, or .avi. We recommend you keep your video to 2 minutes or less.

20. Other Params

Content Rights

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.

Primary Language

Your product’s primary language is used as the default for App Store metadata when you don’t provide localized information.

Age Rating

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.

License Agreement

You may provide your own license agreement or adopt Apple’s policy by default.

Pricing & Availability

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.

Conclusion

Wow great 🎉 , Hope this blog is helpful to know the detailed view on Appstore listing guidelines. I’m passionate about helping fellow developers and entrepreneurs succeed and I can’t wait to share my knowledge with you all.

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I am NavinKumar, Lead Application developer @IBM. You can find me on Linkedin or stalk me on GitHub or Follow me on Medium