apple-specs

All data from developer.apple.com as of March 2026.

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/