How Long Can an App Store Subtitle Be?

Exactly 30 is allowed. "Build habits that stick, daily" is 30 characters and fits. "Build better habits, one day at a time" is 38 and does not. Spaces and punctuation count.

It is localized. Name and subtitle live under App Information, which is shared across platforms, and each is localized per language. The version-specific fields (description, keywords, promotional text, What's New) sit under the platform version instead. Every language gets its own 30 characters.

Timing. Apple's product page guidance describes updating the subtitle when you submit a new version of the app. It does not list the subtitle among the fields you can change at any time, so plan on a version submission.

Rules inside the limit. Per Guideline 2.3.7, a subtitle must follow the standard metadata rules: no inappropriate content, no references to other apps, and no unverifiable product claims. Prices and similar terms are also discouraged in names, subtitles, screenshots and previews.

Apple states an app is searchable by app name, subtitle, keywords and company name. The subtitle is therefore one of four text fields you control, and thirty characters is tight. Pair it with the name's 30 characters and avoid repeating words in the 100-byte keyword field.

Count your draft in the character counter. For how to choose the words, including what the existing guide covers on titles and subtitles together, read the title and subtitle guide.