How to Write an App Store Description That Gets Read

Apple lists name, subtitle, keywords and company name as the searchable fields for the App Store. The description is not on that list. It appears on the product page and when users install the app, and it is used for web engine search results once the app is released. Apple also advises against adding unnecessary keywords to the description in an attempt to improve search results. Read does the description affect search for the detail.

So the description has two jobs: convince a visitor who is already deciding, and describe the app accurately for web search.

1. Write the first sentence last. Draft the body first, then compress it into a single sentence that names the app type, the platform and the main benefit.
2. Add one short paragraph. Three or four sentences on what a person does with the app and what makes it different. Use the words your audience uses, in the tone of your brand.
3. Add a short feature list. Four to six lines, one benefit each, in order of importance. Plain text with line breaks; HTML is not supported.
4. Place any accolade last. Apple recommends putting an award or feature at the end of the description or in promotional text, and it must be real.
5. Leave out prices. Pricing is already on the page, and references may be wrong in some regions.
6. Check the length. The limit is 4,000 characters. You rarely need more than a few hundred; see the length answer.
7. Localize it. Apple asks you to localize the description for each market. Rewrite the first sentence for the language rather than translating it; the translation guide explains the principle.

A hypothetical habit tracker, Streakly, writes this description (366 characters including line breaks):

Streakly is a habit tracker for iPhone that turns small daily actions into streaks you can see.

Pick the habits you want, check them off in two taps, and watch your streak grow. Reminders arrive when you choose, and your data stays on your iPhone.

Main features:

• Daily and weekly habits
• Streak and history view
• Home Screen widget
• Reminders at times you set

The first sentence is 95 characters. It names the product type, the platform and the outcome, so a reader who stops there still knows whether the app is for them. Nothing in it promises a feature the app lacks, and it uses no price.

• Opening with the company story. The first sentence is the only one many readers see.
• A keyword list in disguise. Repeating the same terms is against Apple's advice and reads badly.
• Claims you cannot support. Superlatives and unverified numbers cost trust.
• Updating it often. The description can be updated when you submit a new version. For changes between versions, use promotional text.
• Forgetting the update notes. What's New is a different field with a different job; see what to write there.

Search terms belong in the title, subtitle and keyword field, where Apple lists them as searchable. The title and subtitle guide and the keyword field guide show how to use them.

LocalASO can rewrite or improve the description in each language with your own AI, show a word diff you accept or reject, and keep it grounded in your real listing so it does not invent features. Upload goes to App Store Connect as a draft only. See the Optimize docs.