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/