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