The App Store subtitle: 30 characters that rank and sell.
Apple counts your subtitle in search and shows it under your name everywhere on the App Store. Here is the limit, how it interacts with the keyword field, and how to write one.
The App Store subtitle is the short line under your app's name, and at 30 characters it is one of the few places Apple both indexes for search and shows to every browser. Most teams write it last. It deserves more care than that.
App Store subtitle character limit
| Field | Limit | Used in search? |
|---|---|---|
| App name | 2 to 30 characters | Yes |
| Subtitle | Up to 30 characters | Yes |
| Keyword field | 100 bytes, comma separated | Yes, not shown to users |
| Promotional text | 170 characters | No, per Apple |
So the App Store title and subtitle character limit together gives you 60 visible characters for search. Apple says search ranks on text relevance (matches in the title, subtitle, keywords and primary category) plus user behaviour such as downloads, ratings and reviews.
What Apple says a subtitle is for
In Apple's words, the subtitle summarises your app in a concise phrase. Apple suggests using it, rather than the name, to explain your app's value, and to highlight features or typical uses instead of generic claims. The subtitle appears below your name throughout the App Store, including in search results.
How to write an App Store subtitle
- Lead with the job, not the brand. Say what someone does with the app.
- Use one high-intent phrase you also want to rank for, in natural word order.
- Don't repeat the name. Words already in the title are already indexed.
- Remove those words from the keyword field. Apple says not to repeat words in your name, subtitle or category there, and plurals count as duplicates.
- Check it fits the space. 30 characters is a hard limit; read it in search results, not just in App Store Connect.
App Store subtitle examples
These are illustrative patterns, not real listings:
| Weak | Better | Why |
|---|---|---|
| The best fitness app | Home workouts in 10 minutes | Feature and use, no ranking claim |
| Simple. Fast. Smart. | Split bills with friends | A searchable phrase |
| MyNotes: notes app | Voice notes to text | Doesn't repeat the name |
Changing your subtitle
Change the subtitle with care: it affects both ranking and conversion, so record your keyword positions first and give the change a few weeks to settle. For the keyword field that sits behind it, see App Store keywords.
Questions people ask
What is the App Store subtitle character limit?
30 characters. The app name is also limited to 30 characters (minimum 2).
Does the App Store subtitle affect search ranking?
Yes. Apple lists the subtitle among the text fields search matches, with the app name, keyword field and primary category.
Should I repeat subtitle words in the keyword field?
No. Apple says not to repeat words already in your app name, subtitle or category, and treats plurals as duplicates.
What makes a good App Store subtitle?
A concise phrase that names a feature or typical use. Apple advises avoiding generic descriptions such as "world's best app".
Want this mapped onto your product?
See how our ASO work runs, or send your store link and a founder will reply personally.
