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").

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.