How Featuring Works on the App Store
To get featured on app store tabs like Today or Apps, you submit your product information directly to Apple's editorial team through their official promotion nomination form. App Store features are curated manually by human editors around the world, not decided by ranking algorithms. Any registered developer can pitch an app for free, and solo indie developers are regularly selected when their software meets Apple's quality bar.
Because Apple's editorial teams plan their editorial calendars in advance, you should submit your pitch well before your launch date or major version release (check App Store Connect before submitting). Submitting right before release almost guarantees your app will not be considered for launch-day coverage.
All apps considered for features must comply strictly with the official App Review Guidelines. If your build crashes during manual testing or violates review rules, it will be discarded from editorial queues immediately.
How to Submit the Apple Nomination Form
You submit your pitch using the promotion request form on Apple Developer. Sign in with your developer credentials to access the submission fields.
The form typically asks for details such as:
- Basic metadata (app name, Apple ID, platforms supported)
- Submission type (new launch, major update, seasonal content, or new technology adoption)
- Target availability date (a specific date or target week)
- The story behind the app (the problem solved, unique mechanics, and why users care)
Keep your written pitch concise. Avoid marketing buzzwords and explain what user problem your app solves, why you built it, and what makes your interaction model unique. Editors read dozens of pitches daily, so plain descriptions of real workflows stand out faster than generic claims.
Make sure your app is playable or testable via TestFlight. TestFlight supports up to 10,000 external testers, and your external build requires a brief Beta App Review. If your app requires an account, provide pre-filled test credentials in the notes so editors can test features without friction.
Technical and Design Standards Editors Look For
Apple editors prioritize software that showcases the newest hardware and software capabilities of their platforms. During major iOS updates in the fall, editorial slots heavily favor apps that ship Day 1 support for new APIs.
Key technical additions that catch editorial attention include:
- Interactive widgets, Live Activities, and Dynamic Island integrations
- Full accessibility support including VoiceOver, Dynamic Type, and high-contrast modes
- Dedicated layouts for iPad and Mac instead of scaled-up phone interfaces
- Reliable syncing through native frameworks like CloudKit
If you build solo and cannot support every platform at once, focus on interface polish and accessibility. An app whose layout breaks when a user increases text size in system settings will fail editorial evaluation.
Preparing Your Product Page Metadata
Editorial teams review your actual product listing on App Store Connect before making any decisions. Incomplete or messy metadata will hurt your chances.
Keep your text within standard App Store Connect limits (check App Store Connect before submitting). App names are capped at 30 characters, subtitles at 30 characters, keyword fields at 100 characters, promotional text at 170 characters, and descriptions at 4000 characters. For advice on updating promo text without triggering a full review, read When to Use App Store Promotional Text and How to Edit It.
Screenshots must match Apple's required dimensions. For the 6.9-inch iPhone display, screenshots must be 1290 x 2796 pixels in portrait. For the 13-inch iPad, screenshots must be 2064 x 2752 pixels. Files must be flat PNG or JPEG images without alpha transparency. Most users and editors only see the first three screenshots in lists, so place your primary value proposition there. Review exact dimensions in our guide on App Store Screenshot Sizes and Guidelines.
Apple also supports optional custom graphics such as product page headers and search result assets. If an editor selects your app for a prominent card on the Today tab, they may ask for layered high-resolution promotional artwork on short notice. Keep your raw design project files organized.
Comparing Feature Submission Types
Different types of submissions require different lead times and assets. Match your nomination request to the scope of your work:
| Submission Type | Lead Time Needed | Required Deliverables |
|---|---|---|
| Brand New Launch | Well before launch (check App Store Connect before submitting) | Stable TestFlight build, finalized metadata, background story |
| Major Update | Well before release (check App Store Connect before submitting) | Working build with new features, demo screen recording, release notes |
| In-App Event or Seasonal | Well before event (check App Store Connect before submitting) | Configured In-App Event in App Store Connect, promotional art assets |
Do not submit nominations for routine maintenance updates or minor bug fixes. Editors reserve featuring slots for releases that noticeably enhance the user experience.
Common Mistakes That Prevent Featuring
Many developers pitch quality software but miss out on features due to operational mistakes.
The most frequent mistake is submitting the nomination form too late. Pitching right before launch means the editorial schedule is already locked. Plan your roadmap backwards so your TestFlight build is testable well before public release.
Another common mistake is wrapping a website into a web container. Apps without native navigation bars, haptics, and standard system gestures are skipped in favor of apps that feel built specifically for Apple platforms.
Unclear monetization or broken restore flows also trigger rejections. Ensure your in-app purchases comply with guidelines and test the purchase flow thoroughly. When users request refunds for broken purchases, handle them properly as outlined in Handling App Store Refund Requests as an Indie Developer.
Frequently Asked Questions
Does Apple reply after I submit the nomination form?
Check App Store Connect before submitting regarding notifications and editorial contact policies.
Can a solo developer really get featured on the Today tab?
Yes. The App Store editorial team regularly features indie apps. They evaluate visual craft, thoughtful interaction design, and system integration rather than team size.
How long does the traffic boost from a feature last?
Downloads increase while your app appears on the Today tab or primary category pages. Once the card rolls off the front page, daily installs generally settle back toward baseline.
Can an app be featured more than once?
Yes. Many developers receive features for their initial release and subsequent features when shipping major OS updates or significant new functionality months later.
Ahead of your next major version release, check App Store Connect before submitting and prepare your nomination pitch.