How Can I Get Featured on the App Store?

You spend months building your mobile app, pour your heart into every feature and design detail, launch it to the App Store...and then watch as it disappears into the void with barely a handful of downloads. Meanwhile, some apps seem to get picked up by Apple's editors and featured prominently, leading to thousands of downloads overnight. It's frustrating, and honestly, it can feel completely random from the outside.

But here's the thing—getting featured on the App Store isn't actually a lottery system. After working with dozens of clients who've achieved app store featuring over the years, I can tell you there's a clear pattern to what works and what doesn't. Sure, there's still an element of timing and luck involved, but the apps that get noticed by App Store editors share certain characteristics that you can absolutely build into your own app and launch strategy.

The reality is that Apple's editorial team receives thousands of app submissions every single day. They're looking for specific things: apps that showcase new iOS features, solve problems in clever ways, demonstrate exceptional design, or tap into cultural moments. But they're also looking at factors most developers completely ignore—things like your app's technical performance, how you present your story, and even the timing of your launch.

The best app store features happen when great apps meet smart strategy, but most developers only focus on the first part of that equation.

What I'm going to share with you in this guide isn't just theory. These are the actual tactics and strategies I've used to help clients get their apps featured multiple times. We'll cover everything from the technical requirements that App Store editors look for, to the relationship-building that happens behind the scenes, to the launch timing that can make or break your featuring chances.

Understanding App Store Editorial Guidelines

Right, let's get one thing straight from the start—App Store editorial guidelines aren't just a list of rules to follow. They're actually a roadmap to understanding what Apple values in apps they choose to feature. I've spent years studying these guidelines (and trust me, they change more often than you'd think) and the patterns are pretty clear once you know what to look for.

The most important thing to understand is that Apple's editorial team is looking for apps that showcase what's possible on their platform. They want apps that use new features, demonstrate excellent design principles, and genuinely improve users' lives in some meaningful way. It's not about being the most downloaded app or having the biggest marketing budget—it's about quality and relevance.

What Apple Actually Looks For

Apple's editorial team focuses on a few key areas when selecting apps to feature. First is design quality; your app needs to follow Apple's Human Interface Guidelines religiously. But here's what many developers miss—following the guidelines isn't enough. You need to go beyond them and create something that feels distinctly crafted for iOS.

Performance is absolutely non-negotiable. Apps that crash, load slowly, or drain battery won't even be considered. I've seen brilliant app concepts get overlooked because they had performance issues that could've been fixed with proper testing.

The timing element is huge too. Apps that incorporate new iOS features or technologies often get featured around major iOS releases. Apple wants to show off what their new capabilities can do, and your app could be the perfect vehicle for that.

Common Misconceptions About Features

One thing I need to clear up—there's no secret contact form or special submission process for getting featured. Apple's editorial team discovers apps through the normal App Store submission process, user behaviour data, and sometimes media coverage. But they're not taking requests or applications for features.

Building an App Worth Featuring

You know what? Building an app that catches the editors' attention isn't about luck—it's about understanding what they're actually looking for. I've had apps featured multiple times over the years, and there's definitely a pattern to what works. The App Store editors are basically curators looking for apps that showcase what mobile devices can really do.

First things first, your app needs to feel native to the platform. I mean genuinely native, not just technically. Apps that get featured often use the latest iOS or Android design patterns, take advantage of new hardware features, or showcase recent platform capabilities. When Apple releases new features like widgets or App Clips, the editors are actively hunting for apps that implement them well.

Technical Excellence is Non-Negotiable

Here's the thing about app store featuring—your app absolutely cannot have major bugs or performance issues. The editors test these apps thoroughly, and any crashes or slow load times will immediately disqualify you. Your app needs to work flawlessly across different device sizes and operating system versions.

Focus on creating something that solves a real problem in an unexpectedly delightful way. Editors love apps that make them think "why hasn't anyone done this before?"

What Makes Apps Stand Out

The apps I've seen get featured usually tick several boxes: they have beautiful, thoughtful design; they solve problems in creative ways; they often incorporate social good or accessibility features; and they feel polished from the moment you open them. The onboarding experience is particularly important—editors spend maybe 30 seconds with your app initially, so those first impressions matter enormously.

• Exceptional user interface that feels intuitive immediately
• Smooth performance with fast loading times
• Creative use of platform-specific features
• Clear value proposition that's evident within seconds
• Regular updates that show ongoing development

Remember, featured apps often represent Apple or Google's vision of what mobile apps should be. They want to showcase experiences that make people excited about their platforms.

Creating a Compelling App Store Listing

Your app store listing is basically your shop window—and honestly, most people get this completely wrong. I've seen brilliant apps with terrible listings that nobody downloads, and average apps with great listings that perform surprisingly well. The difference? Understanding what actually makes people tap that download button.

Your app icon is the first thing users see, and you've got about three seconds to grab their attention. It needs to be simple, clear, and instantly communicate what your app does. I mean, if someone can't figure out your app's purpose from the icon alone, you're already losing potential users. Keep text to a minimum—your icon should work even at tiny sizes.

Screenshots That Actually Convert

Screenshots aren't just pretty pictures; they're your sales pitch. The first screenshot is crucial because that's what appears in search results. Don't just show your app interface—show the benefit users will get. If it's a fitness app, show the transformation. If its productivity, show the time saved.

Here's what I always tell clients: your screenshots should tell a story from left to right. Start with the main benefit, then show how easy it is to use, then demonstrate key features. And please, test different versions—even small changes can double your conversion rate.

Writing Descriptions That Convert

Your app description has two jobs: convince users to download and help with App Store search rankings. The first few lines are critical because that's all users see before tapping "more." Lead with your biggest benefit, not a list of features.

• Start with your main value proposition in the first sentence
• Use bullet points to highlight key features
• Include relevant keywords naturally
• End with a clear call to action
• Update regularly based on user feedback

Remember, people don't buy features—they buy outcomes. Focus on what your app will help users achieve, not just what it does. Understanding psychological principles in your ASO strategy can help you craft descriptions that truly resonate with user motivations and decision-making processes.

Timing Your Launch Strategy

Getting the timing right for your app launch can make or break your chances of getting featured. I've seen brilliant apps get overlooked simply because they launched at the wrong time—and honestly, it's heartbreaking when that happens to clients who've poured their heart into their project.

The app store editors work on seasonal themes and campaigns months in advance. They're planning their back-to-school features in June and their New Year fitness app roundups in October. This means you need to think like they do; if you've got a productivity app, don't launch it in December when everyone's winding down for the holidays. Launch it in January when people are making resolutions, or in September when they're getting back into work mode after summer.

Major events and holidays create opportunities, but they also create competition. Everyone wants to launch their shopping app before Black Friday or their fitness app in January. Sometimes the smart play is to launch just after these peak periods when there's less noise but people are still in that mindset.

Avoiding Launch Conflicts

Apple and Google have their own events throughout the year—WWDC, Google I/O, major iOS updates. During these periods, the app store teams are focused on their own announcements. I always tell clients to avoid launching within two weeks of major platform updates because users are dealing with changes to their devices and the stores are promoting system-related content.

The best time to launch isn't when you're ready—it's when your audience is ready and the app store editors have space to notice you.

Give yourself at least 2-3 weeks of buffer time around your ideal launch date. App review can be unpredictable, and you don't want to miss your perfect timing window because of a technical hiccup or reviewer feedback.

Building Relationships with App Store Teams

This is where things get a bit tricky, honestly. The App Store editorial teams aren't sitting around waiting for developers to slide into their DMs — but that doesn't mean building relationships is impossible. It just requires a more strategic approach than you might think.

Apple and Google have specific channels for developer outreach, and using them properly is your best bet. Apple's App Store Connect has a contact form specifically for editorial considerations; use it wisely, not weekly! I've seen developers spam this form with every minor update, which is basically guaranteed to get you ignored. Save it for when you genuinely have something special — a major feature update, significant press coverage, or a compelling story about your app's impact.

Professional Developer Events

WWDC, Google I/O, and other developer conferences are where you'll actually meet real people from the App Store teams. These folks are approachable at events, but they're not there to hear your sales pitch. Instead, engage them in genuine conversations about development challenges, industry trends, or feedback about their platforms. The goal isn't to get featured on the spot — it's to become a recognisable face in the community.

Your developer relations matter more than you'd expect. Apple and Google both have developer evangelists who work closely with the editorial teams. They notice developers who contribute to forums, help other developers, and generally make the ecosystem better. When feature opportunities come up, they remember the helpful voices.

Maintaining Long-term Connections

Here's what actually works: consistent quality over years, not months. The apps that get featured repeatedly have built trust through reliable updates, great user experiences, and professional communication. When you do interact with App Store representatives — whether through official channels or at events — always follow through on what you promise and keep your communications brief and professional.

• Use official developer contact channels sparingly and appropriately
• Attend developer conferences to build genuine industry relationships
• Contribute positively to developer communities and forums
• Maintain consistent app quality and professional communication
• Focus on long-term relationship building rather than immediate feature requests

Leveraging Press and Media Coverage

Getting media attention for your app isn't just about bragging rights—it's one of the most effective ways to catch the attention of app store editors. When journalists write about your app, it creates social proof that your product is newsworthy and worth featuring.

The trick is understanding what makes tech journalists tick. They're not interested in another "we built an app" story; they want something genuinely interesting to tell their readers. Maybe your app solves a problem in an unexpected way, or perhaps you've got fascinating user data that reveals something about human behaviour. I've seen apps get picked up by major publications simply because they had a unique backstory or addressed a timely social issue.

Write your press release like you're explaining your app to a mate down the pub—journalists can smell corporate waffle from miles away and will bin it immediately.

Start small and work your way up. Local newspapers, industry blogs, and niche publications are often more receptive to new app stories than major outlets. Once you've got a few clips, you can approach bigger publications with more credibility. Don't forget about podcasts either—many tech podcasters are constantly looking for interesting guests and stories.

Media Outreach Priorities

• Local and regional press (they love hometown success stories)
• Industry-specific publications relevant to your app's purpose
• Tech blogs that cover apps in your category
• Podcasts hosted by people in your target market
• Social media influencers who actually use apps like yours

The key is building relationships before you need them. Follow journalists on social media, engage with their content genuinely, and share their articles when they're relevant. When you do reach out, they'll recognise your name and be more likely to give your pitch a proper read.

Monitoring and Measuring Your Feature Success

Right, so your app has been featured—brilliant! But here's the thing, getting featured is just the beginning. The real work starts now because you need to understand exactly what's happening with your downloads, user behaviour, and most importantly, whether these new users are actually sticking around.

I always tell clients that the first 48 hours after a feature are absolutely critical. You'll see a massive spike in downloads (we're talking potentially 10-50x your normal daily downloads depending on the type of feature), but what happens next tells you everything about your app's readiness for this moment.

Key Metrics to Track During Your Feature

• Download velocity and conversion rates from the App Store
• App crashes and technical performance under increased load
• User onboarding completion rates
• Day 1, 3, and 7 retention rates
• In-app purchase conversion (if applicable)
• User reviews and ratings trends
• Server performance and response times

Here's what I've learned from watching dozens of featured apps: if your Day 1 retention drops below 20% during a feature, you've got serious onboarding problems. The influx of new users will expose every weakness in your user experience—and they won't be as forgiving as your early adopters were.

App Store Connect gives you most of this data, but honestly, it can be a bit delayed. I recommend having your analytics tools (like Firebase or Mixpanel) set up beforehand so you can monitor things in real-time. You might need to make quick adjustments to your servers or even pause marketing campaigns if you spot issues.

Don't forget to document everything during your feature period. This data becomes incredibly valuable for future submissions and helps you understand what actually moves the needle for your specific app and audience. Ensuring users feel heard throughout this process is crucial for maintaining the positive momentum from your feature.

Getting featured on the App Store isn't just about ticking boxes—it's about creating something that genuinely deserves the spotlight. After working with hundreds of apps over the years, I can tell you that the ones that succeed with app store featuring all share one thing: they solve real problems in ways people actually want to use.

Sure, you need to understand the editorial guidelines and build relationships with app store teams. You need perfect timing and a compelling listing. But honestly? All of that means nothing if your app isn't worth featuring in the first place. The apps I've seen get featured multiple times are the ones that users can't stop talking about—they spread organically because they're genuinely useful or entertaining.

Mobile app promotion has become more competitive than ever, and app visibility depends on so much more than just getting featured once. You need to think long-term about building an app that deserves attention, not just one that gets it. The best approach I've found is to focus obsessively on user experience first, then worry about the featuring strategy second.

App store editors are looking for apps that represent the best of what mobile can do. They want to showcase experiences that make people think "this is why I love my phone." If you can create that feeling—if you can make something that solves a problem or brings joy in a way that feels native to mobile—you're already halfway there.

The rest is just execution, persistence, and a bit of luck with timing. But the foundation has to be solid first. Build something worth featuring, and the featuring will follow.