Localization fallback (App Store)

• If no localization matches the user's language, the next most relevant one is used.
• The primary language is the default shown when localized metadata is not provided for a country or region.
• Users can search with localized keywords in all countries or regions where that localization is shown.

Apple does not state which language is judged "next most relevant" in every case, or whether keywords from the fallback language match searches typed in a different language. Do not assume English keywords will rank in a market just because the English listing is displayed there.

Apple's localizations table gives Austria German as the default language with English (U.K.) as additional. Switzerland has German as default with English (U.K.), French and Italian additional. A hypothetical app with only German and English listings may be displayed in Swiss storefronts, but a French-speaking Swiss user has no French text to match until you add a French locale.

1. Pick one storefront where you have no native listing.
2. Search the same phrase in the local language and in English.
3. Note the rank and which listing text is displayed.
4. Add the local language and compare after the update propagates.

Decide which languages to add using the localization guide, and see country examples such as Switzerland.