ASO Glossary

App Name

Definition

The official name of your app as displayed on the App Store, Play Store, and the device home screen.

What Is App Name?

The app name is the official, public-facing name of your app as it appears on the App Store, Google Play, and the user's device home screen after install. Apple limits the App Store name to 30 characters; the home-screen name (set in your Xcode project) can be different and shorter (typically 12 characters max before truncation). Google Play allows 30 characters for the app title. The app name is the single highest-weighted ranking signal in App Store search — keywords in the app name carry more weight than any other listing field. Many successful ASO strategies use the app name to contain the brand plus one or two high-volume keywords (e.g., "Notion — Notes, Docs, Tasks") rather than pure branding.

Why It Matters for App Developers

The app name is your most valuable ASO real estate. A brand-only name (e.g., "Notion") sacrifices keyword ranking power; a keyword-stuffed name without a clear brand sacrifices recognition. Most successful apps balance both: brand name + short keyword tail. The name is also the hardest field to change later because it's tied to brand recognition — getting this right at launch matters more than almost any other field. Localization of the app name is another high-leverage move: many apps localize the name to include market-specific keywords (e.g., "Reminder" in English but "リマインダーアプリ" in Japanese).

Technical Details

Apple App Store name: 30 character limit, editable with each app release. Home-screen name (CFBundleDisplayName in Info.plist): typically 12 characters before truncation on iOS. Google Play title: 30 character limit. Both stores reject names that violate trademarks, mimic existing apps, or use platform names ("for iPhone", "for Android" are disallowed). The character budget should be allocated thoughtfully: brand (8–12 characters) + dash or pipe separator + keyword phrase (15–20 characters). Avoid: emojis (some are rejected), all-caps, special characters that hurt sorting. Localize the name per market in App Store Connect.

Frequently Asked Questions

How long can an App Store app name be?

Apple limits the App Store name to 30 characters. The on-device home-screen name (CFBundleDisplayName) is separate and typically truncates after 12 characters. Both can be different — App Store name "Notion — Notes, Docs, Tasks", home-screen name "Notion".

Does the app name affect App Store ranking?

Yes — strongly. The app name is the highest-weighted keyword signal in Apple's search algorithm. Keywords in the app name carry more ranking weight than any other field, including subtitle and the keywords field.

Should I put keywords in my app name?

For most apps, yes — but balanced with brand recognition. Format: "Brand — Short Keyword Phrase" (e.g., "Notion — Notes, Docs, Tasks"). Pure brand names sacrifice ranking power; pure keyword names sacrifice recognition. The dash or em-dash separator is widely accepted.

Can I change my app name after launch?

Yes — you can change it with each app release through App Store Connect. But the name is tied to brand recognition and search rankings, so frequent changes hurt both. Most successful apps iterate the keyword phrase after the brand while keeping the brand stable.