ASO Glossary

App Store Subtitle

Definition

A 30-character secondary line below the app name on the App Store listing, used to extend the value proposition.

What Is App Store Subtitle?

The App Store subtitle is a 30-character text field on the Apple App Store that appears directly below your app name on the product page and in search results. Introduced in iOS 11 (2017), it is one of the strongest ASO signals in the algorithm — Apple weights subtitle keywords nearly as heavily as the app name itself for ranking purposes. The subtitle is visible to users in search results (so it acts as a mini-tagline that influences click-through), and its keywords feed the ranking algorithm. Unlike the hidden keywords field, the subtitle is user-facing — every character has to do double duty: communicate value to humans AND contribute ranking signal. There is no equivalent on Google Play; Play Store uses a short description field with different mechanics.

Why It Matters for App Developers

The subtitle is the highest-leverage 30 characters in your entire App Store listing. Most apps either waste it on filler ("Best app ever!") or use it as throwaway keyword stuffing — both lose. The subtitle's combined impact on rankings (algorithm) and CTR (humans) means a thoughtful subtitle can lift discovery and conversion simultaneously. Localization of the subtitle is equally important since each locale has its own subtitle field and its own keywords.

Technical Details

Apple character limit: 30 characters, including spaces and punctuation. Subtitle keywords are indexed by Apple's search algorithm with high weight (second only to app name). You can change the subtitle with each app release — no separate Connect submission needed. Localized subtitles must be entered per locale in App Store Connect. Avoid: keyword stuffing (Apple may reject), trademark violations (e.g., "Like Instagram"), or platform mentions ("for iPhone"). Best practice: lead with the primary keyword users would search, follow with a benefit modifier (e.g., "Habit Tracker — Build Streaks").

App Store subtitle examples (all within the 30-character limit)

Habit Tracker: Build Streaks

28 chars. Primary keyword first, benefit modifier second. The pattern to copy.

Meal Planner & Grocery Lists

28 chars. Two indexed keywords joined naturally; reads like a value prop, ranks like metadata.

Sleep Sounds & Meditation

25 chars. Covers two search intents that share one audience.

Budget Planner & Bill Tracker

29 chars. Feature pairing that matches how users actually search finance apps.

Learn Spanish in 5 Min a Day

28 chars. Keyword plus a concrete promise; the number does the conversion work.

Workouts at Home, No Gear

25 chars. Long-tail keyword phrase used verbatim as the subtitle.

Photo Editor with Film Filters

30 chars exactly. Head term plus the technique modifier that differentiates.

Invoices for Freelancers

24 chars. Audience targeting; the wrong user keeps scrolling, the right one taps.

Meet Singles Near You

21 chars. Intent phrase for dating; short enough to never truncate.

Offline Puzzle Adventure

24 chars. Player-filter keyword ("offline") leading a genre term.

Scan, Sign & Send PDFs

22 chars. Three verbs users search, one field.

Daily Journal with AI Prompts

29 chars. Established keyword plus the 2026-era differentiator.

Frequently Asked Questions

What is the App Store subtitle?

The App Store subtitle is a 30-character text field shown directly below your app name on Apple's App Store. It both communicates your value proposition to users and contributes strongly to keyword ranking — Apple weights it nearly as heavily as the app name itself.

How many characters is the App Store subtitle limit?

30 characters, including spaces and punctuation. This is per-locale, so you can have different subtitles in different markets. Use it to lead with your primary search keyword followed by a short benefit modifier.

Does the subtitle affect App Store ranking?

Yes, significantly. Apple's algorithm weights subtitle keywords just below app name keywords — much higher than the hidden keywords field. A well-chosen subtitle can move you up several ranking positions for the keyword it contains.

How often can I change the App Store subtitle?

You can update the subtitle with each app release — it ships with binary updates rather than requiring a separate review. Many ASO teams iterate the subtitle every 2–6 weeks to test keyword variants.

What are some good App Store subtitle examples?

Strong subtitles lead with a searched keyword and follow with a benefit or audience: "Habit Tracker: Build Streaks" (28 chars), "Workouts at Home, No Gear" (25 chars), "Invoices for Freelancers" (24 chars). The shared pattern: a term users actually type, a modifier that tells the right user this app is for them, and no filler words like "best" or "amazing".