Search plays a huge role in how users discover and download content on the App Store. Learn how you can impact your search result ranking to help users easily find and download your app and in-app purchases.
Mac App Store is the simplest way to find and download apps for your Mac. To download apps from the Mac App Store, you need a Mac with OS X 10.6.6 or later. Download apps by Apple, including TestFlight, Beddit (for Model 3.5), Apple Support, and many more. Restrictions and limitations may apply. Payments are based on the received device matching the description you provided when your estimate was made. Apple reserves the right to refuse or limit the quantity of any device for any reason. In the Apple Store: Offer only available on presentation of a valid photo ID.
Apps can transform the way you do anything you’re passionate about, whether that’s creating, learning, playing games or just getting more done. And the App Store is the best place to discover new apps that let you pursue your passions in ways you never thought possible.
Overview
The App Store makes it easy for users to find apps, games, and content. Search results include developers, in-app purchases, categories, editorial stories, tips and tricks, and collections. Apps appear in search results with the app name, icon, and subtitle displayed. Depending on the platform and image orientation, a single rating and up to three screenshots or app previews are also shown.
Choose accurate keywords
Keywords are limited to 100 characters, so it’s important to be concise when describing your app. While spaces should not be used before or after the commas that separate keywords and keyword phrases, you can use spaces to separate words within keyword phrases. For example: Property,Real Estate,House.
Choose keywords based on words you think your audience will use to find an app like yours. Be specific when describing your app’s features and functionality to help the search algorithm surface your app in relevant searches.
Consider the trade-off between ranking well for less common terms versus ranking lower for popular terms. Popular, functional terms such as 'jobs', 'text', or 'social' may drive a lot of traffic, but are highly competitive in the rankings. Less common terms drive lower traffic, but are less competitive.
The unauthorized use of trademarked terms, celebrity names, or other protected words and phrases is not allowed and is a common reason for App Store rejection. The use of terms that are not relevant to the app and the use of competing app names are similarly prohibited.
Avoid special characters — such as # or @ — unless they are part of your brand identity. Special characters don’t carry extra weight when users search for your app.
While you can repeat keywords in your app description, avoid keyword stuffing throughout your metadata. Also, keep in mind that your promotional text doesn’t affect your app’s search ranking.
Create a compelling app name, subtitle, and description
Your app’s name and App Store description play a critical role in how users discover and download your app.
The length of your app name can be up to 30 characters on the App Store. Choose a simple, memorable name that is easy to spell and suggests what your app does. Be distinctive — avoid long names full of generic terms or descriptions, or names that are too similar to existing app names.
Consider using a subtitle, rather than your app name, to explain the value of your app in greater detail. Avoid generic descriptions such as 'world’s best app.' Instead, highlight your app’s features or use cases that resonate with your audience.
Every word counts, so focus your app description on your app’s unique features and functionality. Begin with a concise statement of what the app does, and follow that with an attention-grabbing paragraph that includes a short list of the app’s main features.
Assign the right primary category
![Play store app download Play store app download](/uploads/1/2/6/3/126391133/848974567.jpg)
Categories on the App Store help users discover new apps to meet their needs. The primary category you select is particularly important for your app’s discoverability on the App Store. It helps users find your app when browsing the App Store or filtering search results, and it determines whether your app appears in the Apps tab or Games tab on the App Store.
Be sure to select the primary category that is most relevant for your app. Choosing categories that are not relevant to your app is grounds for App Store rejection.
Find out more about selecting the most accurate and effective categories for your app in Choosing a Category.
Foster positive ratings
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Ratings and reviews influence how your app ranks in search and can encourage users to engage with your app from search results, so focus on providing a great app experience that motivates users to leave positive reviews.
Ask users to rate your app on the App Store, but don’t ask for a rating too soon — wait until they have enjoyed a few sessions before prompting them. Ensure that the app is stable before you ask, and choose an appropriate time in the session to make the request. Look for moments when users are most likely to feel satisfaction with your app, such as when they’ve completed an action, level, or task.
To give users an easy way to provide feedback on the App Store or the Mac App Store, use the SKStoreReviewController API. You can prompt for ratings up to three times in a 365-day period. Users will submit a rating through the standardized prompt, and can write and submit a review without leaving the app.
Make your support channels and contact information easy to find in your app and on your App Store product page, so that if users encounter difficulties they are able to discuss them with you directly and resolve negative experiences that may otherwise lead to poor reviews.
For more details, read Ratings, Reviews, and Responses.
Promote your in-app purchases
Your in-app purchases appear in search results on the App Store. When users tap on them, they are taken directly to your product page where they can read your app’s description, view screenshots and app previews, or start an in-app purchase.
Subscriptions and in-app purchases are shown in separate sections on your product page, and you can showcase up to 20 total items. Each item you feature can have a unique display name, promotional image, and description. In-app purchase names are limited to 30 characters and descriptions are limited to 45 characters, so choose your words carefully. Be descriptive, accurate, and concise when highlighting the benefits of your in-app purchases.
For more details, read Promoting In-App Purchases.
You can browse and buy apps in the App Store on your iPhone, iPad, iPod touch, on your Apple Watch, on your Mac, or on your Apple TV.
Browse and buy
To download and buy apps from the App Store, you need an Apple ID. Your Apple ID is the account that you use to access Apple services. If you use other Apple services like iCloud, sign in to the App Store with the same Apple ID. If you don't have an Apple ID, you can create one.
If you're in the App Store on any of your devices and see the download button near an app, you already bought or downloaded that app. When you tap or click the download button , the app downloads to your device again, but you are not charged again. You can also see a list of apps that you purchased and redownload them.
Learn what payment methods you can use to buy apps and other content. You can also create an Apple ID without a payment method when you download a free app.
How to buy apps on your iPhone, iPad, or iPod touch
- Tap the App Store app on your Home screen.
- Browse or search for the app that you want to download, then tap the app.
- Tap the price or tap Get. You might need to sign in with your Apple ID.
If you find a game that says Arcade, subscribe to Apple Arcade to play the game.
After your app finishes downloading, you can move it to a different spot on your Home screen. Apps stay up-to-date by default, but you can learn more about updating apps.
You can make additional purchases within some apps. If you set up Family Sharing, you can use Ask to Buy so that kids must get permission before they make in-app purchases. Learn more about in-app purchases.
App Store Download
If an app is sold with an iMessage app or sticker pack, you can open it in Messages.
How to buy apps on your Apple Watch
With watchOS 6, you can download apps directly from the App Store on your Apple Watch. You can also add apps to your Apple Watch from your iPhone.
- Open the App Store app.
- Browse or search for the app that you want to download, then tap the app.
- Tap the price or tap Get. You might need to sign in with your Apple ID.
Apps stay up-to-date by default, but you can learn more about updating apps.
If you set up Family Sharing, you can use Ask to Buy so that kids must get permission before they download an app or make an in-app purchase. Learn more about in-app purchases.
How to buy apps on your Mac
- Open the App Store.
- Browse or search for the app that you want to download. Apps for iPhone, iPad, and iPod touch don't always have a version for Mac.
- Click the app.
- Click the price, then click Buy App. If you don't see a price, click Get, then click Install App. You might need to sign in with your Apple ID. If you find a game that says Arcade, subscribe to Apple Arcade to play the game.
After your app finishes downloading, you can find it and keep it organized in Launchpad. Apps stay up-to-date by default, but you can learn more about updating apps.
You can make additional purchases within some apps. If you set up Family Sharing, you can use Ask to Buy so that kids must get permission before they make in-app purchases. Learn more about in-app purchases.
How to buy apps on your Apple TV
- Open the App Store on your Apple TV.
- Browse or search for the app that you want to download, then select the app.
- Select the price or select Get. You might need to sign in with your Apple ID.
If you find a game that says Arcade, subscribe to Apple Arcade to play the game.
After your app finishes downloading, you can move it around on your Home screen. Your apps will update automatically.
You can make additional purchases within some apps. You can use Restrictions to restrict, block, or allow in-app purchases. Learn more about in-app purchases.
The App Store isn’t available on Apple TV (3rd generation or earlier).
Get information about an app
If you want to know specific information about an app, like what languages the app is available in, the app’s file size, or its compatibility with other Apple devices, scroll to the bottom of an app’s page. You might be able to tap some sections to learn more.
You can also contact the app developer for help with an app's functionality.
Get help with billing
App Store Search History
- Learn what to do if you see a charge from an app that you don't recognize.
- Learn how to cancel an in-app subscription.
- If you can’t update your apps because your payment method is declined, update or change your payment method.
- If you have another issue with an app, report a problem or contact Apple Support.
Learn more
- If your App Store is missing or you can't find it on your device, you might have parental controls turned on. Adjust your iTunes & App Store Purchases settings and make sure that you choose 'Allow' for the Installing Apps setting.
- Learn what to do if an app unexpectedly quits, stops responding while installing, or won't open.
- Learn what to do if you can't download apps, or if apps get stuck.
- If you want to download apps that are larger than 200 MB over cellular, go to Settings > [your name] > iTunes & App Store, then tap App Downloads and choose the option that you want.
- If you bought part of an apps bundle, the price of the full apps bundle is reduced by the amount you already spent.