App Store Featuring: Key Benefits for Your App

Featuring refers to the selection of apps and games by App Store editors for promotion on the store’s homepage or within curated collections.

The App Store features curated content across several tabs:

• Today – stories, interviews, App of the Day/Game of the Day;
• Apps – thematic collections of applications;
• Games – a curated selection of games.

Frequency of Updates in the App Store Feed

1. The Today Tab is updated daily. It features new stories, curated app selections, and interviews with developers.
2. Collections and thematic selections. Updated weekly or at varying intervals, depending on the topic and season.
3. Individual apps. May be featured on the homepage or within collections for a few days to several weeks.

Advantages of Featuring Your App on the Homepage

Placement on the homepage is a powerful growth tool, especially valuable during a product launch or when re-engaging users.

Key benefits include:

• Increased visibility
• Higher number of views and installs
• Recognition from the Apple team, signaling technical quality and boosting user trust, which encourages more downloads

Apple editors frequently support new apps and games, particularly those from smaller studios, helping them gain more impressions and downloads during launch.

Fetching is an effective way to highlight important updates or events in your app, helping to retain and re-engage users.

Key Criteria for Getting Featured

To be recommended by the App Store, an app must meet Apple's quality standards.

1. High quality design:

• UI/UX – An intuitive interface and visually appealing product page give your app a competitive edge.
• Performance – Smooth animations, minimal bugs, and fast loading times are essential.

2. Apple's technologies and capabilities:

• New iOS features – Integrate the latest APIs and system features such as ARKit, Siri Shortcuts, and widgets.
• Devices – Ensure compatibility with current iPhone and iPad models.

3. ASO:

• Metadata – The title and subtitle should clearly convey the app’s purpose and include relevant keywords.
• Icon – Design a clear, recognizable, and attractive app icon.
• Screenshots and videos – Showcase the app’s key features and unique value through high-quality visuals.

4. User prices and reviews:

• Reviews – Encourage users to leave feedback, especially after a positive in-app experience.
• Feedback – Reply promptly and thoughtfully to reviews to show users that their input is valued and taken seriously.

5. Marketing:

• App promotion – Launch campaigns, maintain active social media presence, and issue press releases – especially important during the pre-launch stage.
• Collaboration with influencers – Partner with bloggers and opinion leaders to boost visibility and build user trust.

6. Update:

• Frequent updates – Continuously enhance the app by fixing bugs, improving performance, and introducing new features.
• What's new – Provide clear, meaningful descriptions of each update to help users understand the value of the changes.

7. Localization:

• Multiple languages – Utilize all available locales in the regions where your app is promoted.
• Cultural relevance – Tailor content to the cultural context of each audience, avoiding stereotypes and inappropriate imagery.

8. Compliance with Apple rules:

• App Store rules – Ensure your app meets all review requirements to avoid rejection during submission.
• Privacy and security – Prioritize user data protection—privacy is one of Apple’s core values and a key factor in the review process.

9. Unique features:

• Stand out – Original functionality helps your app stand out in a crowded market.
• Real solutions – Features should address specific user needs and deliver meaningful value.

Read more about how to promote a mobile app in the App Store in 2025.

Submitting a Featuring Request to Apple

Before submitting a featuring request, ensure that your app functions flawlessly. The Apple editorial team will determine the most suitable tab for placement.

The featuring application process includes several steps:

1. Log in to your App Store Connect account. On the home page, in the Featured section, select Nominations.

2. Getting Featured on the App Store is an introductory page that outlines the selection criteria and guiding principles for featured apps. Review these requirements carefully to ensure your submission meets Apple’s standards and aligns with their expectations.

3. Get Started is the first step after reviewing the terms and conditions. Here, you confirm your intention to apply and create a new nomination. This step is required to activate the submission form.

If you have multiple apps, you can submit them all at once by completing a nomination template and uploading it through App Store Connect.

4. Name Your Nomination. Provide a brief, informative title for your nomination – this is the first thing the Apple editor will see.

5. Choose a Type. At this stage, specify the reason for your submission – whether it’s a new app launch, a major update, or new content. Selecting the correct type helps editors quickly understand the purpose of your nomination and evaluate it within the appropriate editorial context.

6. Add a Description. Highlight your app’s uniqueness, key features, and how it aligns with Apple’s values. This is your chance to make a strong first impression – use this space strategically to persuade editors that your app deserves to be featured.

7. Choose a Publish Date. Specify the exact release, update, or event date. Apple recommends selecting a date at least three weeks after submission to allow editors sufficient time for review and preparation.

8. Entry Form. Complete every field carefully – don’t leave any blank. Provide a detailed description of your app’s value, uniqueness, and benefits to users. This is the core of your submission and your opportunity to convince Apple that your app deserves to be featured.

9. Additional Information. Include related apps, target countries, locales, events, and supported platforms. Providing comprehensive details helps editors select the most suitable featuring format for your app.

• Related Apps. List any other applications related to the current one, allowing Apple to showcase your app within a broader ecosystem.
• Relevant Countries or Regions. Write down the countries where your app is most relevant – this information will help you choose the right ficher for your audience.
• In-App Events. Add active or scheduled events inside the app. You can attach several events to an application – use this feature strategically.
• Helpful Details. Share important information about your product: the history of the app, social impact, interesting facts, or results achieved.
• Platforms. Select all platforms where the app is available. The wider the support, the higher the chances of fetching.
• Localization. List the languages in which the app and page are available in the App Store.
• Supplemental Materials. Include any additional materials, such as speech videos, banners, presentations, or media links. This will help to better represent you in the matchmaking.

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Tip: Specify the countries or regions where your app is most relevant. This information helps Apple select the most appropriate feature for your target audience.

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10. When all fields are filled in, click Submit Nomination to submit your application.

How Long Does It Take to Process Your Featuring Application?

The review process can take up to 30 days. If your app is approved, Apple will notify the email address associated with the owner’s account. If the application is declined, no notification is sent.

You can technically resubmit the application; however, doing so is generally not effective.

Please note that even promising applications may not receive a response. This doesn’t necessarily mean there was an issue with your submission – Apple’s editorial resources are limited.

f your application is approved, a new section will appear in App Store Connect for uploading marketing materials: graphics, banners, and high resolution screenshots of the interface. These assets are used to create editorial content like Today stories or curated selections in the Apps and Games tabs.

Your App Has Been Featured – What’s Next?

To make the most of this opportunity, there are several important things to consider:

1. Track performance – Monitor downloads, user engagement, and quickly fix any technical issues.
2. Optimize UX – Ensure a smooth onboarding process and offer responsive support to enhance the user experience.
3. Activate marketing – Promote the app on social media and through press releases and encourage users to leave feedback.
4. Retain your audience – Keep users engaged with timely updates and thoughtful responses to reviews.
5. Manage traffic – Ensure your servers are prepared to handle the surge in traffic that often follows a feature.
6. Increase visibility – Leverage cross-promotions, run limited-time offers, and optimize your App Store page to convert new visitors.

Analyze and improve – Review performance data post-feature to identify areas for ongoing optimization and growth.