In the context of the App Store, the app subtitle refers to a short line of text that appears below the app’s title on its store listing page. The app subtitle provides an additional opportunity for developers to convey key information about the app and attract users’ attention.  

Some important points 

Purpose of the App Subtitle: The app subtitle serves as a concise and compelling summary of the app’s core features or value proposition. Its purpose is to quickly communicate essential information to potential users and entice them to learn more or download the app. 

Character Limit and Localization: As of my knowledge cutoff in September 2021, the app subtitle has a character limit of 30 characters. This limitation requires developers to craft a succinct and impactful message. Additionally, the app subtitle can be localized to different languages, enabling developers to tailor the message to specific regions and audiences. 

Differentiation from App Title: While the app title is limited to 30 characters as well, it is typically the primary identifier of the app. The app subtitle, on the other hand, provides an opportunity to complement the app title by emphasizing unique features, benefits, or other selling points that set the app apart from competitors. 

Impact on Search Visibility: The app subtitle does not have a direct impact on search rankings within the App Store. However, incorporating relevant keywords or key phrases in the subtitle can indirectly influence search visibility by enhancing the app’s overall relevance and appeal to users. 

Best Practices for App Subtitles 

To optimize the effectiveness of the app subtitle, developers should consider the following best practices: 

  1. Conciseness: Due to the limited character count, it is crucial to craft a concise and impactful message that captures the essence of the app. 
  2. Value Proposition: Highlight the app’s unique value proposition, key features, or benefits that make it compelling to potential users. 
  3. Keyword Relevance: While keywords in the subtitle may not directly impact search rankings, including relevant keywords can reinforce the app’s relevance and attract users searching for specific terms. 
  4. Localization: If the app targets multiple regions or languages, consider localizing the subtitle to effectively communicate the app’s value to different audiences. 
  5. A/B Testing: Conducting A/B tests with different versions of the app subtitle can help determine which variation resonates better with users and leads to improved conversion rates. 

It is important to note that the specific guidelines and recommendations for app subtitles may change over time as Apple updates its policies and algorithms. Developers should refer to the latest Apple App Store guidelines and practices to ensure compliance and maximize the impact of their app subtitle.