Skip to main content

​
Overview

App Store featuring is when Apple’s editorial team manually selects and promotes your app on the Today tab, category pages, or search results. Getting featured can drive hundreds of thousands of downloads and significantly boost your app’s visibility.

​
When to Use This Skill

Use App Store featuring strategy when you need to:
  • Get your app featured on the App Store
  • Understand Apple’s editorial process
  • Optimize your app for featuring opportunities
  • Pitch Apple for App of the Day or Today tab stories
  • Create In-App Events for visibility
For launch strategy, see App Launch. For ASO optimization, see ASO Audit.

​
Understanding Apple’s Editorial Process

​
What Apple Looks For

Apple’s editorial team manually curates featured content. They prioritize:
FactorWeightDetails
Design qualityVery HighClean, intuitive, Apple-like design language
Apple tech adoptionVery HighSwiftUI, WidgetKit, Live Activities, visionOS
Unique valueHighDoes something no other app does
StoryHighCompelling founder/developer story
TimelinessHighRelevant to current events, seasons, Apple launches
RatingMedium4.5+ stars strongly preferred
StabilityMediumNo crashes, good performance
AccessibilityMediumVoiceOver, Dynamic Type, color contrast
PrivacyMediumApp Tracking Transparency, minimal data collection

​
Types of Featuring

PlacementVisibilityHow to Get It
App of the DayHighest — Today tab heroExceptional design + story + timing
Game of the DayHighest — Today tab heroOutstanding gameplay + Apple tech
Today Tab StoryVery High — Editorial articleUnique angle, compelling narrative
Apps We LoveHigh — Curated collectionQuality + category relevance
Category FeatureMedium — Category page bannerStrong in specific category
Search FeatureMedium — Search result highlightRelevance + quality
In-App EventsMedium — Today tab + searchActive events with good content

​
Featuring Optimization Checklist

​
Design Excellence

UI/UX

  • Follows Apple Human Interface Guidelines
  • Clean, modern UI (no cluttered screens)
  • Consistent design language throughout
  • Beautiful app icon (simple, distinctive)

Visual Assets

  • High-quality screenshots (all 10 slots)
  • App preview video (if applicable)
  • Dark mode support
  • iPad optimization (if applicable)

​
Apple Technology Adoption

Apple strongly favors apps that adopt the latest Apple technologies. This is one of the highest-weighted factors.
  • SwiftUI — Apple strongly favors SwiftUI apps
  • WidgetKit — Home screen and Lock Screen widgets
  • Live Activities — Dynamic Island and Lock Screen
  • App Intents / Shortcuts — Siri integration
  • SharePlay — If social/collaborative features exist
  • StoreKit 2 — Modern subscription management
  • App Clips — If applicable
  • visionOS — Apple Vision Pro support (highest priority in 2025-2026)
  • Apple Intelligence — AI features using Apple’s frameworks

​
Quality Signals

  • Rating 4.5+ stars
  • Regular updates (at least monthly)
  • No critical bugs or crashes
  • Fast launch time (< 2 seconds)
  • Accessibility support (VoiceOver, Dynamic Type)
  • Privacy nutrition labels accurate
  • App Tracking Transparency implemented properly

​
Content & Story

  • Compelling “What’s New” for each update
  • In-App Events created for major features/content
  • Custom Product Pages for different audiences
  • Developer story ready (why you built this, your journey)

​
How to Pitch Apple

​
Self-Nomination Form

Apple provides a self-nomination form for developers:

Submit Your App

Use Apple’s official form to pitch your app for featuring

​
Pitch Structure

1

App Basics

App name, App Store link, and category
2

One-Sentence Pitch

What makes this app special? Be clear and compelling.
3

What's New

Recent update or upcoming launch — Apple loves timely content
4

Apple Tech

Which Apple technologies do you use? Be specific.
5

Story Angle

Why now? What’s the human story behind your app?
6

Timing

How does this relate to current events, seasons, or Apple launches?
7

Assets

High-res screenshots, promotional artwork ready to share

​
Timing Your Pitch

  • 2-4 weeks before a major update
  • Around Apple events (WWDC, iPhone launch, etc.)
  • Seasonal moments (New Year, Back to School, Holiday)
  • Cultural moments (Mental Health Awareness Month, Earth Day)
  • When you adopt new Apple technology (day of OS release)

​
Pitch Template

[App Name] — [One-line hook]

​
In-App Events Strategy

In-App Events appear on the Today tab, search results, and your product page — they’re a form of self-serve featuring.

​
Event Types

TypeBest ForExample
ChallengeFitness, games, education”30-Day Meditation Challenge”
CompetitionGames, social”Weekly Leaderboard Tournament”
Live EventStreaming, sports, news”Live Q&A with [Expert]“
Major UpdateAny app”Introducing AI-Powered [Feature]“
New SeasonGames, content”Summer Collection Now Available”
PremiereContent, media”New Series: [Title]“
Special EventAny app”Earth Day: Plant a Tree Challenge”

​
Event Best Practices

1

Metadata

Use all available character limits for event metadata
2

Artwork

Create eye-catching event card artwork (1920×1080)
3

Schedule

Schedule events 2+ weeks in advance
4

Cadence

Run events regularly (Apple favors active developers)
5

Relevance

Tie events to cultural moments and seasons

​
Output Format

​
Featuring Readiness Score

Overall Readiness: [X]/100

Design Quality:     [X]/10  ████████░░
Apple Tech:         [X]/10  ██████░░░░
Quality Signals:    [X]/10  ████████░░
Content & Story:    [X]/10  ██████████
Rating:             [X]/10  ████████░░

​
Action Plan

Before pitching (fix these first):
  1. [critical gap to address]
  2. [critical gap to address]
Pitch strategy:
  • Recommended timing: [when]
  • Story angle: [what angle to lead with]
  • Apple tech to highlight: [which technologies]
Ongoing featuring strategy:
  • In-App Events calendar (next 3 months)
  • Technology adoption roadmap
  • Update cadence plan

​
Example Analysis

Overall Readiness: 75/100

Design Quality:     9/10  █████████░
Apple Tech:         6/10  ██████░░░░
Quality Signals:    8/10  ████████░░
Content & Story:    9/10  █████████░
Rating:             10/10 ██████████

## Strengths
- Beautiful, minimal UI following HIG
- Excellent 4.8-star rating with 12K reviews
- Compelling founder story (built during pandemic)
- Regular updates every 2 weeks

## Gaps to Address Before Pitching
1. Add Live Activities for meditation timer (high priority)
2. Implement WidgetKit for Lock Screen widgets
3. Add Siri Shortcuts for voice-activated sessions

## Recommended Pitch Strategy

**Timing:** September (Mental Health Awareness Month, back to school stress)
**Angle:** "How students are finding calm in chaotic times"
**Apple Tech to Highlight:**
- SwiftUI (already implemented)
- Live Activities (implement before pitch)
- WidgetKit (implement before pitch)

## In-App Events Calendar
- July: "30-Day Summer Mindfulness Challenge"
- September: "Back to School: Stress Less Series"
- November: "Gratitude Month: Daily Reflections"

Build docs developers (and LLMs) love

Get started for freeTalk to us