Can you use competitor names in your app store keywords?
It is the oldest ASO shortcut: put a bigger rival's name in your keywords and catch their searches. Both stores say no. Here is the wording, the risk, and what works instead.
Someone searches for a big app by name. Can your app show up? Sometimes, yes. Not because you typed the competitor's name into your keywords.
What Apple says
Apple's App Review Guideline 2.3.7 asks developers to assign keywords that accurately describe the app and not to pack metadata with trademarked terms, popular app names, pricing information or other irrelevant phrases "just to game the system", adding that Apple may modify inappropriate keywords. Subtitles must not reference other apps. Guideline 5.2.1 prohibits using protected third-party material such as trademarks without permission, and 4.1(c) says you cannot use another developer's brand or product name in your app's icon or name without approval.
What Google says
Google Play's metadata policy prohibits repetitive or unrelated keywords and references, and lists "data comparisons of apps or brands" among violations. Its intellectual property and impersonation policies cover using other brands in ways that mislead users.
The risks
- Rejection or removal. Both stores can reject updates or remove metadata.
- Keyword changes on Apple's side. Apple says it may modify inappropriate keywords at any time.
- Legal complaints. Trademark owners can file IP complaints with either store.
- Poor conversion anyway. People searching a brand name usually want that brand. Even if you appear, few install.
What works instead
- Target the need, not the name. People searching for a big app want what it does. Rank for "habit tracker with streaks", not the competitor's name.
- Describe your differences honestly in the description. "Works offline" or "no account needed" catches people the incumbent disappoints, without naming anyone.
- Earn comparison content off-store. Comparison articles and videos on your website and elsewhere are where "X vs Y" searches are legitimately answered, and AI assistants cite them. See ASO + SEO for apps.
- Use paid search where allowed. Both stores' ad platforms have their own rules on bidding for competitor terms; check them before you do.
- Let reviews do the comparing. Users who switched often say so in reviews, which is their voice, not your metadata.
This is general guidance, not legal advice. If a trademark is central to your app (an accessory for a named product, say), get permission and read both stores' rules first.
Questions people ask
Can I put competitor app names in my App Store keywords?
Apple's guideline 2.3.7 says not to pack metadata with trademarked terms or popular app names, and Apple may modify inappropriate keywords. Using others' trademarks without permission is also prohibited under 5.2.1.
Can I mention competitors in my Google Play description?
Google Play's metadata policy prohibits unrelated references and lists data comparisons of apps or brands as a violation. Describe your own features instead.
How do I get installs from people searching for a competitor?
Rank for the need the competitor serves, state your differences in your own listing, and answer "X vs Y" questions with comparison content on your website.
Want this mapped onto your product?
See how our ASO work runs, or send your store link and a founder will reply personally.
