#1 Submit your app
Apple is always seeking exciting new apps, games, updates, In-App Events, and compelling stories to feature. To nominate your app for App Store featuring, submit details about your app in App Store Connect. You can submit nominations individually or import multiple nominations using a CSV file. Remember, when creating a single nomination, you can save it as a draft in App Store Connect before final submission. However, nominations imported via CSV are automatically submitted. You can edit submitted nominations. Apple makes it easy to manage all your submissions. The Featuring Nominations dashboard allows you to view all your nomination entries. It’s divided into three sections: Drafts (unsent nominations), Submitted (nominations sent to Apple), and Archived (past nominations). You can easily manage and update the details of your nominations within each section.#2 Be bug-free
Apps are tested and decisions are made by actual humans, so it should go without saying that you should only submit your app when it’s bug-free and on point. Apple’s App Review team thoroughly evaluates each app. Bugs and crashes will likely result in rejection or delays in the review process. You can use Apple’s TestFlight to find beta testers to help with testing your app. If you’re still ironing out kinks, delay your submission. A delayed submission is better than a rejected one or an app plagued with bugs after launch.#3 Get your ASO up to scratch
App Store Optimization is a whole other post but without optimising your listing properly, there’s very little chance your app will get featured. Your key ASO elements include:- App name
- app icon
- app description
- Keywords
- screenshots and app previews
#4 Pitch in advance
Featuring lead time varies, so make sure you plan your submission in advance! Allow a minimum of two weeks for consideration, and ideally submit nominations up to three months in advance for broader featuring opportunities.#5 Your performance metrics matter
If you’ve got a low churn rate and high user engagement, you’ll be considered a high-quality app and stand a better chance of getting featured on the App Store. (We’ve got a great report on combating user churn so make sure you check it out!). Why? Let us explain. A low churn rate indicates that users are actively engaged with your app and are not quickly uninstalling or abandoning it. This signifies a high level of user satisfaction and a valuable app experience. High user engagement metrics, such as daily active users (DAU), weekly active users (WAU), session duration, and in-app purchase frequency, demonstrate that your app provides value and keeps users coming back for more. These metrics indicate that your app is valuable to users, making it more likely to be considered for featuring.#6 Update your app regularly
Regular updates are an important signal to Apple that you’re an engaged developer, which is their favourite type of developer. Consistent updates show Apple (and users) that you are actively maintaining and improving your app. This demonstrates a commitment to providing a high-quality and up-to-date experience. Regular updated can also positively impact your app store ranking. Make sure you avoid releasing minor updates without substantial value. Focus on delivering updates that include significant improvements, new features, or critical bug fixes.#7 Design with Apple in mind
Apple’s aesthetic is distinct – it’s sleek, minimalist, and user-friendly. It makes sense that they will try to replicate this in the App Store, so load the dice in your favour by mimicking this look with your graphics. When designing your app, consider:- Simplicity and clarity – Prioritize clear and uncluttered interfaces. Use ample white space to create a sense of spaciousness and improve readability.
- Consistency – Adhere to Apple’s Human Interface Guidelines (HIG) for consistent use of system fonts, colours, and UI elements. Ensure your design is consistent throughout the app.
- Focus on user experience – your navigation and interaction with the app should be intuitive. Always think about the user asnd their needs to create a seamless experience for them.
- High- quality visuals – Use high-resolution images and graphics that are visually appealing and consistent with Apple’s aesthetic.
#8 Maximise ratings and reviews
While it might be tempting to submit your app as soon as it’s launched, the more positive ratings and reviews it has the more likely getting featured on the App Store will become a possibility– 90% of the apps and games featured in the selections are rated from 4 to 5 stars. (Don’t try to cheat the system, Apple has ways of sniffing out paid-for reviews…) There are a few ways you can boost the number of positive reviews. First, encourage users to leave a review through in-app notifications. It’s important you pick the right moment, for example after someone finishes a level or uses the feature they like. Pop up a friendly reminder asking if they’d like to leave a review. Secondly, don’t underestimate a good customer support. When someone reaches out with a question or a problem, answer them quickly and genuinely. And remember, it’s about quality, not quantity. A few genuine 5-star reviews are way better than a ton of low-quality ones.#9 Reply to your reviews
Responding to user reviews is essential for several reasons and you should do it anyway regardless of whether you’re getting featured on the App Store or not. Responding to reviews, both positive and negative, demonstrates that you value user feedback and are actively engaged with your community which in turn builds a positive relationship with your existing users. Speed matters too. When you respond promptly and effectively to user inquiries and feedback you demonstrate excellent customer support and user-centric approach. This also sends a positive signal to Apple that you’re caring developer, which increases your chances of getting featured on the App Store. Here’s a great example of top-notch review management approach from Canva.#10 Use app localization to your advantage
Localization with culturally relevant and appropriate content can help getting featured on the App Store. If you promote your app in different countries, make sure you tailor your app listing toward their audience, whether that’s translating and culturalising the copy and keywords of your listing or using appropriate screenshots reflective of the market. Localized apps demonstrate a genuine effort to cater to the specific needs and preferences of users in different regions. And this commitment to providing a seamless and enjoyable experience for users around the globe is what Apple loves. And when done successfully, localization can help you reach a wider audience and build a strong global user base. It’s a win-win, whether you’re getting featured on the App Store or not.#11 Focus on increasing revenue
Let’s not forget that Apple gets a cut of your revenue (and not a small one!). If you’ve got an app that makes a lot of money, it’s more likely to nab a spot on the homepage. Why is that? High revenue often indicates a successful and valuable app. It shows that users are willing to pay for the app’s features and services, demonstrating its worth to Apple. There are some great examples of apps that have done it right, such as Leica who wanted to show off the new filter tool.#12 Make it accessible
Get familiar with Apple’s accessibility best practices, and make sure your app meets as many requirements as possible. Apple strongly insists on technology accessible to everyone, regardless of their abilities. This includes users with disabilities such as visual impairments, hearing impairments, motor impairments, and cognitive disabilities. To make your app more accessible you may want to consider using Apple’s Accessibility features for your app such as VoiceOver, Dynamic Type, and AssistiveTouch. Also ensure that sufficient colour contrast between text and background to improve readability. By doing that, you’re not only increasing your chances of getting featured on the App Store but also improve overall user experience for a wider audience.#13 Go hard on the innovation angle
Apple likes to do things first, so if your app is doing something nobody else is, highlight that in your submission. For example, your app might have a groundbreaking interface or user experience design. Or it utilises cutting-edge technologies, like augmented reality or artificial intelligence. If you truly feel that your app has something unique to offer, make sure to let Apple know.#14 Increase your downloads
It’s a frustrating catch-22 situation – an app with a lot of downloads is more likely to be featured. And why do you want to be featured? So you can get a lot of downloads. But a spot on the App Store isn’t the only way of increasing downloads – put your best marketing efforts, such as Apple Search Ads campaigns, into this step and it’ll pay dividends. But beyond Apple Search Ads campaigns there are many other ways you can try to increase downloads. Firstly, making sure that your app store listing is up to scratch, this means optimising your title, keywords, description and screenshots to clearly communicate your value proposition and boost visibility. Don’t forget that social media channels can be a powerful tool to promote your app, engage with users and build a community around your app.#15 Go viral
Even better than steadily increasing downloads is a sudden and massive leap in downloads. If you can get your app promoted by an influencer or the subject of a viral TikTok, you’ll significantly boost your chances of getting featured on the App Store. There’s a reason why the global influencer marketing market was estimated to reach a record of $24 billion in 2024. The power of viral growth is huge. A viral moment can expose your app to millions of potential users within a very short time, significantly increasing downloads. Additionally, when a popular influencer is using an app, it builds trust and adds a level of authenticity, encouraging users to try it. And finally, virality also boost the organic growth as users spread the word about the positive experience they have with your app. If you’re interested how to integrate virality into your app growth strategy, but without increasing your acquisition budget, check out our latest blog on Viral Loops.#16 Use Apple’s latest features
Apple is constantly rolling out new app capabilities – in-app events, custom product pages, promotional in-app purchases, etc – and if you can integrate them into your app strategy, you’re giving Apple a way of showing off their latest darling. If your app can seamlessly integrate these new features, you’re essentially giving Apple a prime example to highlight in their marketing materials and developer programmes. So, to give yourself a better chance at getting featured on the App Store, stay updated on the latest Apple developer announcements and actively explore how these new features can enhance your app’s user experience.#17 Optimise for the latest iOS release
Again, if you can build something into your app that takes advantage of a sexy new iOS feature, such as Apple Intelligence and Image Playground, you stand a chance of being highlighted when Apple highlights that new release. By incorporating these features into your app, you become a living, breathing testament to the value of the new iOS release.Let’s face it, we all secretly dream of making it into the “One more thing…” moment of an Apple keynote.
By embracing the latest iOS innovations, you not only improve your app’s functionality but also increase your chances of gaining recognition from Apple, leading to increased visibility and potential feature opportunities.
#18 Play the App Store’s game
Over time the App Store has become more editorialised, with sections regularly changing (at the time of writing, there are round ups for Spectacular Sports Games, For Little Ones, or Back to University). If you can think of a catchy round-up you could participate in, add that to your application. So, how do you get your app into one of these coveted spots?- Think “theme”: Carefully analyse upcoming seasons, holidays, and trending topics. Can your app fit into any relevant themes?
- Be creative: Come up with some catchy and compelling collection ideas that your app could potentially be featured in. For example:
- “Productivity Power-Ups”
- “Mindful Moments”
- “Travel Essentials”
- Submit your suggestions: When submitting your app for review, subtly hint at potential collection fits.