How Does App Localisation Differ Across Google Play and the App Store?

App localisation plays a vital role in reaching global audiences by adapting apps to different languages, cultures, and regions. Whilst both Google Play and the App Store support localisation to enhance visibility and user engagement, their approaches differ significantly in features, workflows, and technical requirements.

These differences arise from platform-specific priorities: Google Play emphasises flexibility and speed, whereas the App Store focuses on precision and quality control.

Understanding these variations helps developers optimise strategies for better app store optimisation (ASO) and user acquisition.

Metadata and Localised Fields

Google Play permits localisation of the app title, short description, and full description in over 70 languages. Keywords are indexed directly from the title and descriptions, without a dedicated field. A notable feature is the support for up to 50 custom store listings, which can be tailored for specific regions or user segments with unique names, icons, and screenshots. This enables targeted marketing without broad changes.

In contrast, the App Store supports localisation of the app title, subtitle, keywords, description, promotional text, and screenshots. It includes a dedicated keyword field per locale, allowing unique keyword sets to enhance discoverability in different markets. However, there are no custom store listings; all updates must go through App Store Connect and undergo manual review.

These distinctions highlight Google Play's broader customisation options compared to the App Store's structured, review-intensive process.

Translation Options and Locale Support

Google Play supports 77 locales and offers both manual and automatic translation for descriptions, though manual methods are preferred for accuracy. Automatic tools like Google Translate integrate seamlessly, but developers should verify quality to avoid impacts on keyword ranking.

The App Store, supporting 40 locales, requires all metadata translations to be manual and uploaded by developers. This ensures higher precision but demands more effort.

Broader locale coverage on Google Play benefits apps targeting diverse markets, whilst the App Store's manual approach promotes cultural accuracy. As AI translation advances, both platforms may integrate more automated features in the future, potentially bridging this gap and improving efficiency.

Submission, Review, and Media Handling

Submission and Review Processes

Google Play offers a faster submission process with staged rollouts, allowing updates to listings without full manual reviews. This accelerates iterations and testing.

The App Store mandates manual reviews for every submission and update, resulting in slower cycles but ensuring consistency.

Screenshot and Video Previews

On Google Play, localising screenshots and video previews is optional but recommended; videos support both portrait and landscape formats.

The App Store requires screenshots for each device type and language, with up to three video previews per device type that must be manually uploaded and localised.

These processes reflect Google Play's agility versus the App Store's emphasis on device-specific quality.

Keyword Indexing and In-App Language Management

Google Play pulls keywords from title and description fields, with auto-translation potentially affecting rankings in other languages. In-app language follows the device's set language, falling back to default if unsupported.

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The App Store indexes keywords from title, subtitle, and a dedicated field, possibly including primary and secondary localisations for cross-market visibility. In-app language uses the user's preferred order from iOS settings.

👉 App Ranking Factors in 2025: What to Expect from the iOS App Store Algorithm Updates

Developer tools further differ: Google Play Console integrates translation services, whilst App Store Connect and Xcode handle in-app localisation with import/export options.

In summary, Google Play offers greater flexibility and speed, ideal for rapid global expansion, whereas the App Store provides finer keyword control but with stricter oversight.

Developers should prioritise ASO tactics per platform—leveraging custom listings on Google Play and targeted keywords on the App Store—to maximise downloads. With growing international app markets, effective localisation can boost user acquisition by up to 20-30%, based on industry trends, and future updates may include enhanced AI for better cross-platform harmony.