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Here is how to prepare the app store listing

for Apple App Store & Google Play Store. 

After building a quality app, investing some time and effort into the app store listing is well worth it.

Take the time to create unique and expressive app descriptions that explain what the app does and that are also clear and appealing to your users. Highlight the most important app features and keep the keywords in mind, for a better ASO (App Store Optimisation).

We will walk you through all the necessary steps for publishing an app on the app stores correctly. We are covering the app store listing on both stores, Apple App Store and Google Play Store.

Read all the steps carefully, prepare your materials, then click below on the Google Play Console or on iTunes Connect to start.

Let’s get started!

1. App Info

app store listing

App Name

Your app name should be a simple, memorable word/phrase. Make it easy to spell and suggestive for your app. (localizable, max. 30 characters on iOS, max. 50 characters on Android)

App Store Icon

High-res 32-bit PNG, 1024 x 1024 pixels. On iOS, the icon will be automatically processed to create the round corners, and on Apple Watch it will be rounded. Consider having the important content in the inscribed circle. On Android, the icon can be adapted to be displayed in a variety of shapes across different device models.

Bundle ID (iOS) / App ID (Android)

This ID is usually a reverse domain identifier for the app. It can be the same on both iOS and Android. After the first app build is uploaded, this ID cannot be changed.

SKU (only for iOS)

A unique ID for your app that is not visible on the App Store. This cannot be changed later.


Use software versioning conventions. On Android the version will be automatically read from the binary.

2. App Store Texts

Keywords (only for iOS)

Avoid plurals, category names, the word “app” and duplicates. Don't use trademarked items, celebrity names, competitor app names or offensive words. (localizable, max. 100 characters, separate words with commas)

Marketing URL

A URL with marketing information about your app.

In-app purchases promo (only for iOS)

Promote 20 items for users with iOS 11 or later. Add a title, description and image for each item.

Promotional Text (optional, only for iOS)

Share the latest news about your app, events or upcoming features. You can update this text anytime, without submitting a new version. (localizable, max. 170 characters)


Write an engaging text that highlights your app’s features and functionalities. Your first sentence is the most important as users can view it without tapping on “read more”. Write an informative paragraph that is followed by a short list of features. (localizable, max. 4000 characters) Make sure the text includes your keywords (Android).

Subtitle (iOS, optional) / Short description (Android)

Summarize your app in a sentence. Use this section to highlight typical uses of your app. (localizable, max. 30 characters iOS, max. 80 characters Android).

3. Publisher Info

app store listing

Publisher / Developer Information

On iOS fill in a form with company details: First name, Last name, Address, Apt/Suite/Bldg.(optional), City, State, Postal code, Country, Phone number, Email
On Android you can create a developer page with some info and graphic assets.


The name of the person or entity that owns the exclusive rights to your app, preceded by the year the rights were obtained (for example, "2008 Acme Inc."). Do not provide a URL.

Contact email (only for Android)

A valid email address to allow users to contact you.

Contact phone (only for Android, optional)

A valid phone number to allow users to contact you.

4. App Content Info

app store listing

Category (primary + secondary)

On iOS choose from: Books, Business, Education, Entertainment, Finance, Food & Drink, Games, Health & Fitness, Lifestyle, Medical, Music, Navigation, News, Photo & Video, Productivity, Reference, Social Networking, Sports, Travel, Utilities, Weather
On Android choose from: Art & Design, Auto & Vehicles, Beauty, Books & Reference, Business, Comics, Communications, Dating, Education, Entertainment, Events, Finance, Food & Drink, Health & Fitness, House & Home, Libraries & Demo, Lifestyle, Maps & Navigation, Medical, Music & Audio, News & Magazines, Parenting, Personalization, Photography, Productivity, Shopping, Social, Sports, Tools, Travel & Local, Video Players & Editors, Weather.


Usually the list of languages the app supports. You can extend this to more languages for the app store listing.
Also, set the primary language, the one that will be used as the default language.


You will answer a set of questions to determine the rating of the app based on content, connectivity, access etc.

App Content (only for Android)

Select the target age groups for your app, and select whether the store listing could unintentionally appeal to children.

Distribution for Business and Education (only for iOS)

Set if available at a reduced price for educational institutions or set if available privately as a custom app for business.

5. App Availability

Availability (iOS) / Countries (Android)

The list of countries where the app should be available.


The app can be either free or have a price. You can choose a price tier on Apple, it will be adjusted automatically for different countries. On Android you can set a custom price and control it for every country.

6. App Support & Licensing

Support URL (iOS) / Contact details website (Android, optional)

A URL with support / contact information for your app. (localizable)

Privacy Policy URL

A URL that links to your Privacy Policy. It is required. (localizable)

Advertising Identifier

Does the app use the Advertising Identifier (IDFA)? The Advertising Identifier is a unique ID for each device and is the only way to offer targeted ads. Users can choose to limit ad targeting on their device.

EULA (only for iOS)

You can add your own End User License Agreement (EULA) or choose to use Apple's default.

Content Rights (only for iOS)

Does the app contain, display, or access third-party content? If yes, you have to acknowledge you have the rights to do so.

7. App Assets

app store listing

App Screenshots / Previews

At least two JPEG or 24-bit PNG screenshots are required on Android. On iOS, you have to select at least one PNG or JPG screenshot for a 5.5 inch iPhone (1920 x 1080px) and one for a 5.8 inch iPhone (2436 x 1125 px). Previews are optional and it is best to localize these images and previews. (max. 10 images)

Featured Graphic (only for Android)

This will appear before your screenshots. The feature graphic has to be 24-bit PNG of 1024px by 500px and it is used to show off creative assets and attract new users.

Other Image Assets (only for Android, optional)

Other assets used for promotions in certain conditions: Promo Graphic, TV Banner and Daydream 360 degree Stereoscopic Image, Promo Video.

8. App Tests & Review

App Beta Testing

You can invite people to test a version of the app before going live. Prepare a list of emails and let them know how they can help you. For iOS you can set private and public testing via TestFlight, for Android you can set up alpha or beta testing lists.

App Review Information

Write all information needed for Apple reviewers to test the app. Give demo account credentials if sign in is required and your contact information for any questions they might have. You can also provide specific app documentation, demo videos etc.

9. App Updates

What's New

Communicate changes to users. When submitting a new version, let your users know what you’ve added, improved or changed. (localizable)

Version Release (only for iOS)

Choose from: Manually release this version, Automatically release this version or Automatically release this version after App Review, no earlier than a set date and time.

Phased Release (iOS) / Staged Rollout (Android)

On iOS release immediately or over a 7-day period. On Android set and then keep updating the percentage of users to reach, until you hit 100%.

Reset iOS Summary Rating (only for iOS)

By default the App Store will use all the user ratings received so far to display on the App Store - for each country. You can choose to reset this when uploading a new binary.

This is all the information required by the Apple App Store and Google Play Store for app store listings at the moment. We will do our best to keep this post up to date. And finally, after the app is publicly available, consider analysing and improving the app store listings periodically. Don’t forget to read your users reviews, they will certainly provide insightful feedback.

Check out our app, “Ready Set Holiday!” on the stores: App Store and Google Play.

Next Step: Prepare Your App Icon for the App Stores

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