We recently hosted a webinar on how to get your app featured in the Apple App Store. We were joined by Arazoo Kadir Agency Growth Director, Jessica Spivey, Senior ASO Executive and Nat Abell, Senior ASO Manager. With the App Store becoming increasingly competitive, securing an app feature can have a significant impact on your app’s growth, but how do you actually get there?
In this blog, we’re pulling out key insights from the session, including practical steps, strategy tips, and expert recommendations to help you understand what it really takes to be featured.
Why ASO matters for feature submissions
While ASO is a fundamental part of ongoing app growth, it becomes especially important in the lead-up to an app feature submission. Apple’s editorial team only wants to spotlight the best, and that means your listing needs to reflect a high-quality, regularly updated, user-first app.
Optimising your app store listing improves both discoverability and conversion. It also signals to Apple’s reviewers that you’re committed to delivering a great experience.
So where should you focus?
Title and subtitle
These are the most important textual elements of your app listing. Both are limited to 30 characters, so every word counts. Your title should always include your brand name, alongside high-volume, relevant keywords that align with search trends. Apple reads from left to right, so place your most important terms early on. Your subtitle is a chance to reinforce your app’s value proposition and highlight what makes it stand out from competitors. While keyword relevance is still important, this space plays a key role in driving conversions. Avoid mentioning competitor app names, this violates Apple’s guidelines and can lead to rejection.
Screenshots and creatives
Creative assets play a huge role in conversion. If optimised well, they can lead to a 28% increase in installs. Make the most of your 10 available screenshot slots by prioritising high-impact visuals and clearly communicating your app’s key features. Use this space to showcase what makes your app unique, and always test changes before rolling them out. Testing creatives not only improves conversion but can also benefit keyword rankings, as it signals to Apple that your app is being actively maintained and optimised.
App description
While it doesn’t directly influence keyword rankings, your app description is crucial for driving conversions. Use the full space (up to 4000 characters) to clearly highlight the benefits of your app, communicate what’s new, and guide the user through its core features. Avoid keyword stuffing, focus instead on clarity, trust-building, and presenting updates in a compelling and user-friendly way.
In-app events
In-app events are an underutilised but powerful way to boost visibility and connect with both new and existing users. They also serve as a strong editorial signal to Apple. You can feature up to five events at any given time, such as product launches, seasonal campaigns, or new content releases. Apple looks favourably on an “always-on” strategy, where in-app events are consistently aligned with your broader marketing roadmap and updated regularly.
Ratings and reviews
Nearly 59% of users check reviews before downloading an app, and Apple’s editorial team is no exception. A consistently high rating, along with a strong volume of recent reviews, is key. Prompt users to leave reviews at the right moments, ideally when they’ve had a positive experience or achieved a milestone within your app. Be strategic about in-app prompts: avoid interrupting critical user flows and experiment with different placements to find what works best.
Write with Apple in mind
When submitting your app for featuring, you’re not just targeting users, you’re speaking directly to Apple’s editorial team. Your submission should reflect what Apple values: innovation, user-centric design, and alignment with their broader brand message.
Apple wants to showcase apps that elevate human experiences and push the boundaries of innovation. That means they’re looking for apps that have received awards or accolades in their category, have strong and vocal user support, and are developed by recognised authorities or certified experts in their field. Even if you’re not submitting proactively, shouting about these things in your app store listing increases the chances of being discovered by Apple organically.
For example, Headspace frequently highlights its award-winning approach and strong user praise in its screenshots, a strategy that likely played a role in gaining Apple’s attention.
Showcase accessibility and device optimisation
Apple prioritises inclusive and forward-thinking design. That means showcasing features like dark mode, the ability to enlarge text, or compatibility with iPad and Apple Watch. Check with your development team to see if these are already enabled, and make sure they’re highlighted in your app store listing. These small details can make a big difference when it comes to catching Apple’s eye.
Localisation is more than translation
If you’re aiming to reach a global audience, proper localisation is essential, not just linguistically but culturally too. One example is a PDF-editing app that optimised its listings for both the US and Mexico. While the core functionality remained the same, the screenshots and social proof were tailored to each audience’s unique preferences. This extra effort resulted in the app feature in the Mexican App Store.
Leverage Apple’s latest features
Apple loves to see developers embracing its newest capabilities. Keep up to date with what’s new and consider using features like icon customisation, Custom Product Pages (CPPs), and in-app events. Many apps still aren’t using CPPs or in-app events, so taking the lead here can give you a serious competitive edge.
Use in-app events strategically
In-app events are a brilliant way to get featured. Not only do they give users something exciting to engage with, but Apple often boosts them algorithmically or features them in curated event groups.
There are a few key moments when in-app events work best. If you’re launching a new product or feature, like a new show on a streaming platform, this is the perfect opportunity to promote it. Seasonal campaigns are another great fit. Tying in with events like Valentine’s Day or Mother’s Day helps your content resonate on a broader scale. You can also engage users through competitions or challenges, which work especially well in fitness and wellness apps and offer great engagement potential.
Plan your featuring roadmap
To give yourself the best shot at success, follow this timeline:
Step 1 Collaborate with developers
Ensure performance issues are resolved and discuss upcoming features that could be aligned with your submission.
Step 2 Optimise your app store listing
This includes monthly metadata updates, AB testing creative assets, and tailoring your listing around the feature or event you’re planning.
Step 3 Craft your narrative
Think beyond the product. What’s your brand story? Why does your app matter? Demonstrating your app’s impact on users’ lives makes your pitch more compelling.
Step 4 Highlight Apple-aligned features
Anything that improves accessibility, takes advantage of new iOS features, or showcases hardware compatibility should be included.
Step 5 Submit three weeks in advance
Apple asks for submissions at least three weeks prior to your planned feature date, and we’ve seen the most success when this window is respected. For example, if you’re a finance app targeting tax season, you’ll want to start planning well ahead of key deadlines.
Final takeaways
To wrap things up, there are a few core things to keep in mind. First, nail the ASO basics. Your titles, subtitles, keywords, and creative elements all need to be spot-on. Second, ensure your product quality is high. Positive ratings and reviews are essential, if your reviews are trending negatively, it’s best to hold off on submitting until you’ve addressed those issues.
Also, don’t underestimate the power of localisation and social proof. Tailor your message to different regions and make sure you highlight any awards or positive media mentions. Embracing Apple’s latest features, like in-app events and Custom Product Pages, will also give you a strong edge, especially since many apps still aren’t taking full advantage of them. And, finally, plan ahead. Giving yourself a three-week buffer before your target featuring date gives you time to align all the moving parts and put your best foot forward.
By thinking strategically, aligning with Apple’s values, and planning ahead, you’ll be in a much stronger position to secure that coveted App Store feature.
If you’re interested in anything app marketing, make sure to keep an eye out for more of our webinars in the future by following our LinkedIn page here.
