# 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/