App Store Description Character Limit

Apple's field reference gives the 4,000-character limit and the plain-text rule. The description appears on the product page and when users install the app, and it is used for web engine search results once the app is released. Apple's product page guidance says you can update it when you submit a new version of the app, and suggests promotional text when you want to change messaging more often.

Apple also recommends avoiding specific prices in the description, because pricing is already shown on the product page and references may be inaccurate in some regions.

If your description has a short opening, six feature paragraphs and a closing support note, an average of 500 characters per paragraph already puts you at 3,000 plus the opening and closing. The remaining 1,000 or so is your reserve. Count with line breaks included, since a line break is a character in plain text.

The same 4,000 applies to What's New, but not to the 170-character promotional text.

• Using the description to improve in-store search. Apple advises against adding unnecessary keywords to it; see whether the description affects search.
• Writing the key benefit below the fold. Put the answer to "what does it do" first.
• Pasting formatted text with markup and expecting it to render.

Count each localization with the character counter, and compare all limits in one place in the metadata limits reference.