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Home Blog App Promotion Strategy How to Promote an App on iOS App Store for iPhone, Apple TV & Apple Watch?

How to Promote an App on iOS App Store for iPhone, Apple TV & Apple Watch?

Jan 6 2021

app pormotion on multiple platform

When your app is launched on the Apple App Store, you are already off to a good start. By communicating with our different customers, our technical team learned that many developers and promoters are not quite sure how to promote their apps in Apple's App Marketplace. Here we discuss the current rules of optimization of multiple terminal application markets under Apple iOS system. How to do ASO in several major application markets of iPhone, iPad, Mac, Apple TV and Apple Watch, how to promote your application in these markets, the key points of ASO that need to be focused on are summarized below.


Promote apps on the App Store for iPhone, iPad, Mac, Apple TV, and Apple Watch.

Apple and Google release their latest operating systems every year, with iOS 14 and Android 11 already launched. At the same time, they are releasing new devices such as the iPhone 12 series from Apple and the Pixel 5 from Google. Third-party mobile devices using the Android OS will also continue to hit market share, and this includes the growing interest in folding phones.

App developers need to keep up with the latest technology and make sure their apps work well on each new device and operating system. Developers have access to beta and emulators to test their apps to make sure they work properly and fit the screen sizes of different mobile devices, but that's only part of the equation.

Keeping both your app supers and your app store optimized to keep up with the latest versions is essential if you want to get a handle on your users and market resources and keep up with your competitors.

In 2021, it's not enough to promote only through the App Store, Google Play and using standard advertising channels like Facebook and Google. To engage your audience and get more installs, you need to use other advertising platforms and app stores. It's important to invest in your audience and create an Eco-community around the app.

ASO on-metadata in multiple iOS App Store

App Title

In the era of mobile Internet, more than 50% of APP applications are found through App Store search, and ASO is one of the important free promotion methods for App Store, and ASO step is to choose the right keywords and app name for App Store. When you fill in the name of the app, you should comply with Apple's specification, don't try to "game the system". Consider both user experience and search optimization. If your app brand is already well known, you don't have to add keywords to the app name, because users will search directly by your brand name.

Rules always come first, refer to the rules of different app stores and don't get rejected for piling up keywords in the title. Targeting the audience group, which is similar to the positioning, the app name should not be too long, it should be easy to be remembered, and it is recommended that no more than 4 words.

The title is best reflection of the characteristics of APP, if it is industry restrictions or a good name has been registered or occupied, then take the relevant name can also work, APP title need to be simple and easy to remember. For sure a personalized name can first strengthen the impression and awareness of APP to the users.

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App subtitle

If the app name cannot reflect or visually show the product features, then you can use subtitle to assist the description, supplement the product feature points on the subtitle, the advantage is to let people just understand the app features.

ASO subtitle keywords are weighted after the app name. So introducing your app in a concise and attractive way can get more users to the product introduction page and download the app. The advantage of highlighting new features or new activities in the subtitle is to highlight the app's differentiation advantage over similar products.

In terms of ASO keyword optimization, we generally recommend developers to introduce the app role in one sentence and boost the weight of core keywords, and we suggest just burying 2-3 keywords in the main subtitle.


Keyword analysis research is the first important step in the ASO process. However, the search algorithms of App Store and Google Play are very different. Therefore, for ranking in search results, stores both consider different factors.

To successfully select keywords that will attract users, you first need to analyze your competitors' app products to see which keywords can be searched for their products, and if you find similar products that match the keywords you searched for, then the keyword is a successful match and should be recorded. For the recorded keywords, the keyword titles and creative descriptions should be written in a similar way to the cost-per-click bidding strategy, but ensure their fluency and high readability.

Get a comprehensive understanding of all keywords related to the product, make an initial list, including product features, names used for in-app purchases, or in the case of games, mention the type and level of the character. For example, what value does the product bring to the user and what problems can it help them solve? All of these will form the basis of the keyword list for the app.

The keywords must have a good relevance to the business, do not choose irrelevant keywords, otherwise it will affect the conversion rate. The lower the competition of the keywords, the easier it is to rank high, on the contrary, it is difficult for users to search your mobile app, so try to choose keywords with low competition. In the premise of taking into account the relevance and competition, choose the keywords with high competition.

App description

Many app stores also need to distinguish between brief descriptions and detailed descriptions. The brief description is often displayed on the app listing page, while the detailed description is the focus of the app. app description is also extremely important for the promotion of the app, because when users see your app on the search results listing page, it is the app description that attracts them to click into the details page. And this factor will also be directly related to your app's search results click rate, and the search results click rate is likely to affect your app's ranking in that search result.



Application icons are one of the first elements that users see in the store and therefore get a lot of attention. People are much more attracted to visuals than they are to text, descriptions and explanations. Icon optimization is crucial in any App Store optimization strategy because icons have a huge impact on visibility and conversions. High-quality icons lead to huge purchase conversions, allowing traffic to the app interface to convert into downloads and purchases whenever possible, thus turning into targeted users of the product.


Screen-shots and Video

Among the many elements of ASO, if the goal of keywords and headlines is to allow users to "find" your product more precisely, screen-shots play an important role in "driving of downloads". Since a screenshot contains a screenshot of the actual screen in use, a headline copy with important keywords, and a design that reflects the style of the application, it is important for developers to combine different materials to be creative.
The screen-shots and videos in the app details page have an impact on the app's performance in the rankings, as some users view the screen-shots or videos to get a general idea of the app.

Rating and reviews

After the App Store allowed developers to reply to user reviews, Apple is predictably working to humanize the App Store as much as possible. In fact, both Apple and Google are very aware of the importance of infusing the App Store with social. In short, reviews now have a higher impact on the App Store's algorithm as far as ASO is concerned.

When users see negative reviews during the selection hesitation period, or low rated apps, there is a high probability that users will choose to leave, and the probability of leaving is likely to be all over 90%. The first thing you do as a developer going to the app store is to enter the comments section and give priority to checking the comments.

Therefore, how to get high quality reviews and how to reduce negative product reviews during App operation is a long-term work that needs to be strategics.

ASO on app store for apple Watch, what’s difference?



The App Store does not allow "Apple Watch" to be added to keywords or the title of the app. If you want people to know that your app works with Apple Watch, you should mention it early in the description and in the "What's New" section.

App icon

The app icon for the Apple Watch app must match the circular icon design displayed on the watch. Visually, it must also be similar to your main app icon so that people know they are related.

This means you may need to redesign your main app icon to have a design that also works for the Watch app. It doesn't have to be exactly the same, but they do have to be relevant.


When you view an app on the Apple Watch Store, the Watch screenshot appears above the screenshot of the main app. Apparently, the screen-shots of the app on apple watch should also be visible and show the main image that you want to deliver to users.

ASO on App store for Apple TV, what do you need to focus on?

The market for TV streaming devices are still growing, with Apple TV accounting for just 2 percent of the global streaming device market, according to new data analyzing the smart TV and set-top box industry. But the next development of grabbing the living room market, it is also very important to be able to stand out in the many streaming media.

App Title

Searching by app name is one of the primary ways users can find apps on the App Store for Apple TV. The search is incremental, so results are updated with each letter the user types. Try to use short Apple tvOS app names to help users find what they're looking for quickly. If your Apple tvOS app uses the same app ID as your iOS app, the two apps will share a common name. If your Apple tvOS app uses a different app ID, you will need to create a new name. Do not include the words Apple TV, Apple tvOS, or ATV in the app name. apple TV is a trademark and should always be written in English, even if it appears in text in other languages.

App description

Your Apple tvOS app has its own app description. In the description, explain how your app is optimized for the big screen and how your app leverages the power of the Apple TV Remote to create a wonderfully immersive and intuitive experience.


The Apple tvOS app has a unique set of keywords that are limited to 100 characters in length. Avoid using words like TV, TV and app to set as many keywords as possible within the character limit, but do not use words like Apple TV, Apple tvOS or ATV.


You can upload up to 10 screenshots for your Apple tvOS app. Make the most of these 10 screenshots to highlight the features of your app. But you should be careful that your screenshots fit the size of your TV screen.

Testing and Submission

Before submitting your app for review in App Store Connect, make sure the app follows the review guidelines, works properly, and is ready for public release.

Before finalizing your app for release, get feedback through beta testing to make sure it's ready to be released to your users. You can upload the app to App Store Connect and then use TestFlight to install and test it on Apple TV.

In conclusion

ASO optimization can't be done overnight, developers need to keep optimizing your target keywords, analyze the data carefully and analyze its impact on your download and new user volume. Also the search algorithm of App Store is constantly changing, it is very important to pay attention to it all the time.

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