Apple App Store — Official Specs & Guidelines
All data from developer.apple.com as of March 2026.
Character Limits
| Field | Limit | Indexed for Search? | Notes |
|---|---|---|---|
| App Name | 30 chars (min 2) | Yes | Must be unique; no trademarks, competitor names, pricing |
| Subtitle | 30 chars | Yes | No unverifiable claims |
| Keywords | 100 bytes | Yes (hidden) | Commas, no spaces between terms |
| Description | 4,000 chars | No | Plain text only, no HTML |
| Promotional Text | 170 chars | No (Apple confirmed) | Updatable without new version |
| What's New | 4,000 chars | No | Required for all versions after first |
| IAP Name | 35 chars | Yes | Appears in search |
| IAP Description | 55 chars | No | |
| In-App Event Name | 30 chars | Yes | Title case required |
| In-App Event Short Desc | 50 chars | Yes | Sentence case |
| In-App Event Long Desc | 120 chars | No | Sentence case |
Keywords field is 100 bytes, not 100 characters. Non-Latin scripts (Arabic, Chinese, Japanese, Korean) use 2-3 bytes per character, reducing effective keyword count significantly.
Screenshot Specs
| Device | Required? | Count | Dimensions (portrait) |
|---|---|---|---|
| 6.9" iPhone | Required | 1-10 | 1260 x 2736 |
| 13" iPad | Required | 1-10 | 2064 x 2752 |
| Mac | If applicable | 1-10 | Up to 2880 x 1800 (16:10) |
| Apple Watch | If applicable | 1-10 | Varies by model |
| Apple TV | If applicable | 1-10 | 1920 x 1080 or 3840 x 2160 |
| Apple Vision Pro | If applicable | 1-10 | 3840 x 2160 |
- Formats: JPEG, PNG
- Apple auto-scales from required base sizes to smaller devices
App Preview Video Specs
- Count: Up to 3 per app
- Duration: 15-30 seconds
- Max file size: 500 MB
- Codecs: H.264 (10-12 Mbps, up to 30fps) or ProRes 422 HQ
- Audio: Stereo, 256 kbps AAC or PCM, 44.1/48 kHz
- Formats: .mov, .m4v, .mp4
- Behavior: Autoplays muted on product page (iOS 11+)
Custom Product Pages (CPPs)
- Max: 70 additional pages (plus 1 default)
- Customizable: Screenshots, promotional text, app previews, deep links (iOS 18+)
- Keywords: Each keyword combo must be unique to a single CPP
- Review: Submitted to App Review independently of app updates
- Organic search: CPPs appear in organic search results since July 2025
- Performance: +2.5 percentage points higher conversion on average vs default
Product Page Optimization (A/B Testing)
- Treatments: Up to 3 vs original
- Testable: App icons, screenshots, app preview videos
- NOT testable: Title, subtitle, description, keywords
- Concurrent tests: 1 per app
- Max duration: 90 days
- Icon constraint: All icon variants must be in the published app binary
- Confidence: Apple recommends 90% threshold (Bayesian method)
- Cannot modify a test once started
In-App Events
- Max approved: 15 in App Store Connect at once
- Max published: 10 on App Store simultaneously
- Max duration: 31 days per event
- Pre-event promotion: Up to 14 days before start
- Badge types: Challenge, Competition, Live Event, Major Update, New Season, Premiere, Special Event
Event card image: 16:9, min 1920x1080, max 3840x2160 Event details image: 9:16, min 1080x1920, max 2160x3840
Not suitable: Repetitive daily tasks, price promotions without new content, general awareness campaigns.
Ratings & Reviews
- SKStoreReviewController: Max 3 prompts per 365-day period
- System controls display frequency (may show fewer than 3)
- Do not use custom buttons to request reviews
- Developers can respond to all reviews in App Store Connect
- Summary rating is territory-specific
Metadata Rejection Triggers (App Review Guidelines)
| Guideline | Rejection Trigger |
|---|---|
| 2.3.1 | Hidden features, misleading marketing, false pricing |
| 2.3.2 | Not disclosing IAPs in description/screenshots |
| 2.3.3 | Screenshots that don't show app in use (only splash/login) |
| 2.3.4 | Preview videos using non-app content |
| 2.3.5 | Wrong category selected |
| 2.3.7 | Keyword stuffing: trademarks, competitor names, pricing, irrelevant terms |
| 2.3.8 | Metadata not appropriate for all audiences (must be 4+ rated) |
| 2.3.10 | Other platform names/imagery (Android, etc.) in metadata |
| 2.3.12 | Generic What's New for significant changes |
| 2.3.13 | Inaccurate in-app event metadata |
Sources: developer.apple.com/app-store/product-page/, developer.apple.com/app-store/search/, developer.apple.com/app-store/review/guidelines/