What's New (App Store release notes)

• It is not available for the first version of an app.
• It is required for every later version and can be localized.
• Guideline 2.3.12 requires new features and product changes to be clearly described. Simple bug fixes, security updates and performance improvements can be described generally.

What's New is read mostly by people who already have your app, and by visitors checking whether the app is maintained. Clear notes can raise trust and remind existing users of features they have not tried. Apple does not document What's New as a search field; the searchable fields are the app name, subtitle, keyword field and company name.

Weak: "Bug fixes and improvements."

Better, for a hypothetical habit tracker: "Home screen widgets: check off a habit without opening the app. Streaks now survive a missed day if you pause them. Fixed a crash when editing reminders."

The second version names features, which meets the guideline, and gives returning users a reason to open the app.

Write the notes in every language you ship, as described in the localization guide, and check lengths in the metadata limits reference.

Release notes are one lever in ASO.

Release timing and fields are in app version.

Fixes mentioned in old reviews can be answered with a developer response.