Primary language (App Store)

If no localization matches a user's language, the next most relevant one is used. In other countries the primary language is shown. A listing with one language therefore still appears everywhere, but in that one language. The mechanism is described in more detail under localization fallback.

When you add a language, screenshots and properties default to the primary language's, except the description and keywords. Until you replace them, every new locale carries the primary language's screenshots and text fields.

• You can manage languages only when the app status is editable.
• App Store Connect supports 50 metadata languages, so the primary is one of those.

Pick the language of the audience that gives you the most downloads, since it covers every storefront without a better match. For many developers that is English (U.S.), but a studio that mostly serves Germany may prefer German. Changing it later is possible, but the fallback text for every unlocalized market changes with it.

A hypothetical app has English (U.S.) as primary and German added. A visitor in France sees the English listing, because there is no French localization. Adding French gives French users French text and a chance to match French searches.

Plan additional languages with the App Store localization guide and look up codes in the locale codes tool.

Related: locale code.