App name (App Store)

Apple states that an app is searchable by its app name, subtitle, keywords and company name, and that search results rely on text relevance plus user behavior. Because the name is both a search field and the first thing people read, it carries more weight than any other single field on your listing.

• An app name is 2 to 30 characters long.
• It is localized, so each localization can have its own name.
• You can edit it until the app is submitted to App Review. Afterwards you can change it when you create a new version.
• A name can be used for one app per localization.
• Guideline 2.3.7 asks for a unique name and says not to pack metadata with trademarked terms, popular app names, pricing information or other irrelevant phrases.

The exact limits are collected in the metadata limits reference.

A hypothetical habit tracker called Streakly could use Streakly: Habit Tracker (23 characters). That leaves seven characters free. Anything longer, such as "Streakly: Habit Tracker & Goals", reaches 31 characters and is over the limit. The descriptive part of the name works as a keyword, so you do not need to repeat "habit" or "tracker" in the keyword field.

• Filling the name with keywords until it reads like a list. That is keyword stuffing and risks rejection under the guideline above.
• Using a competitor's brand in the name.
• Keeping one name in every storefront. A translated descriptive part can match local searches better, as the localization guide explains.

Count your name and subtitle together with the character counter and read the title and subtitle guide before you edit.

Your name is the first step of ASO, and the primary category you choose works together with it.

Limits for every field are in character limit, and the studio name is covered under developer name.