Metadata update (App Store)

Apple states that after updating app information, it may take up to 24 hours for changes to appear on the App Store or when users install the app. "Up to" is a ceiling, not a promise of speed. Wait at least a day before you judge a change, and a longer period if traffic is low.

• Changing the app icon after publishing requires a new version and review.
• Apple's guidance describes updating the description and subtitle when you submit a new version.
• Custom product page screenshots, previews, promotional text and keywords cannot be modified while the page is under review.

Promotional text is the one field Apple states can change at any time without a new version.

1. Change one thing, such as the subtitle in one locale.
2. Record the keyword ranks and downloads before the change.
3. Wait for the update to appear.
4. Compare ranks and conversion rate after a fixed period.

Changing everything at once makes it impossible to say what helped.

A hypothetical app moves the term "planner" from the keyword field to the subtitle on Monday. The change shows on Tuesday. The team checks rank for "planner" on Tuesday and again a week later, and compares both with two unchanged keywords as a control.

Set up before-and-after checks with rank tracking and see app versions for what ships with a build.

Another view of the same labels is App Store tags.

Edits that need a new version go through App Review.