Subtitle (App Store)

Apple lists the app name, subtitle, keywords and company name as the searchable fields. The subtitle therefore does two jobs: it persuades people reading the product page, and it adds words that can match a search. Apple's own guidance suggests using the subtitle, not the name, to explain the value of your app in more detail.

• A subtitle is at most 30 characters.
• It lives under App Information, which is shared across platforms, and it is localized per language.
• Apple's product page guidance describes updating it when you submit a new version.
• It follows the standard metadata rules of Guideline 2.3.7: no inappropriate content, no references to other apps, no unverifiable product claims.

For a hypothetical habit tracker named Streakly, the subtitle "Daily routines that stick" is 25 characters. It adds the words daily and routines to the listing. Because Apple advises not repeating words from the name, subtitle or category in the keyword field, you can leave those two words out of the 100 bytes and spend them elsewhere.

• Writing "the world's best habit app". It makes an unverifiable claim and wastes the space.
• Repeating the name. The words already count once.
• Treating the subtitle as translatable word for word. Each localization can carry its own phrase, written for how people search in that language.

Check the length with the character counter, then read the title and subtitle guide to choose which keywords go where.

For every field's limit and unit, see character limit.