How Do I Get My App Featured on the App Store?

Getting featured on the App Store feels a bit like trying to win the lottery, doesn't it? You've spent months building your app, invested thousands of pounds into development, and now you're competing against millions of other apps for that coveted spot on Apple's homepage. I've been building apps long enough to remember when getting featured was more achievable—these days its tougher than ever, but here's the thing: it's not impossible.

The truth is, Apple features hundreds of apps every week across different categories and regions. They aren't just picking apps randomly or favouring big brands with massive marketing budgets (though those certainly help). What they're looking for are apps that genuinely represent the best of what mobile experiences can be. Apps that solve real problems in clever ways. Apps that make people's lives better.

Apple's editorial team is looking for apps that showcase the capabilities of their platform whilst providing genuine value to users

I won't lie to you—getting featured requires a proper strategy. You need to understand how Apple's editorial team thinks, what their quality standards actually mean in practice, and how to position your app in a way that catches their attention. But more than that, you need to build an app thats actually worthy of being featured in the first place. Over the years I've helped dozens of clients navigate this process, and whilst theres no guaranteed formula for success, there are definitely patterns that separate apps that get noticed from those that don't. This guide will walk you through everything I've learned about getting your app in front of Apple's editorial team and—if you do it right—in front of millions of potential users.

Understanding App Store Editorial Selection

Right, let's talk about how Apple actually chooses apps to feature—because there's a lot of confusion about this and honestly, some of what you've heard is probably wrong. Apple's editorial team is made up of real people who spend their days looking for apps that deserve attention. Its not an algorithm doing the work here; it's humans making subjective decisions based on what they think their users will love.

The App Store editorial team operates in different regions around the world, which means getting featured in the UK doesn't automatically mean you'll get featured in the US or Australia. Each team has its own preferences and priorities based on whats happening in their market. They're looking at local events, cultural moments, and what their specific audience cares about—which is why timing and regional relevance matter so much.

Here's the thing though—Apple doesn't accept applications for featuring in the traditional sense. You cant just fill out a form and wait for approval. Instead, the editorial team discovers apps through various channels: they monitor new releases, they look at apps that are performing well organically, and yes, they do pay attention when developers reach out with genuinely interesting stories. But (and this is important) reaching out only works if you've got something worth talking about.

What Apple's Editorial Team Actually Looks For

The criteria aren't published in a nice tidy list anywhere, but after working in this industry for years you start to see patterns. Apple favours apps that showcase what their devices can do—apps that use the latest features, that feel native to iOS, and that demonstrate technical excellence. They also love apps with a good story behind them; maybe its solving a real problem in a new way, or maybe the developers themselves have an interesting background.

Quality is non-negotiable. I mean this in every sense—design quality, performance quality, the quality of the idea itself. Apple's not going to feature an app that crashes, has a confusing interface, or feels like it was rushed out the door. They want apps that make iPhone users think "this is why I bought an iPhone" rather than "meh, I could get something similar on Android." When it comes to choosing between native and cross-platform development, this preference becomes especially important.

The Different Types of Features Available

Not all App Store features are created equal, and understanding the different types can help you set realistic expectations. The most coveted spot is the main banner at the top of the App Store—this is prime real estate that typically goes to major releases or apps with significant cultural relevance. Then theres the "Today" tab, which includes editorial stories, collections, and daily highlights. Getting into one of these stories can drive serious downloads, even if you're not the main featured app.

Collections are another option where Apple groups apps around themes like "Apps We Love" or seasonal collections. These dont have the same visibility as the main banner but they still drive meaningful traffic. And here's something people often miss—there are category-specific features too. Getting featured in the "Health & Fitness" category might not sound as exciting as a main feature, but if thats where your users are browsing, it can be just as valuable for your specific app.

Apple also does what I call "quiet features" where they include apps in search results or recommendations without any fanfare. You might not even know its happened until you notice a spike in organic downloads. The editorial team is constantly curating the entire App Store experience, not just the obvious front-page spots.

Meeting Apple's Quality Standards

Right then—lets talk about what Apple actually looks for when they're deciding which apps deserve that coveted featuring spot. And honestly? Its not as mysterious as people make it out to be.

Apple's review team sees thousands of apps every single day, and trust me they can spot a half-baked app within seconds of opening it. The basics matter more than you'd think; we're talking smooth performance, no crashes, fast loading times, and a design that feels native to iOS. But here's the thing—meeting the minimum requirements isn't enough anymore. Your app needs to feel like it belongs on an iPhone, like it was designed specifically for the platform rather than just copied from Android or rushed out the door to meet a deadline.

The Non-Negotiables

Apple wants apps that respect user privacy (massive priority for them), load quickly even on older devices, and work exactly as described in your App Store listing. I mean, this sounds obvious but you'd be surprised how many apps promise one thing and deliver something completely different? That's an instant rejection from editorial consideration. They also look closely at how you handle permissions—if your app asks for camera access but doesn't really need it, that's a red flag.

The interface needs to follow Apple's Human Interface Guidelines, but—and this is important—it shouldn't feel generic or template-like. You want to show that you understand iOS design principles whilst still bringing something fresh to the table. Its a balance between familiarity and innovation really. Understanding App Store review guidelines is crucial for avoiding these common pitfalls.

Performance Metrics That Actually Matter

Apple has access to technical data about every app in their store, and they use it when making featuring decisions. Heres what they're looking at:

• Crash rates below 1% (ideally below 0.5%)
• Average app launch time under 2 seconds
• Battery usage that doesn't drain devices excessively
• App size that's reasonable for its functionality
• Compatibility with the latest iOS version on day one

One mistake I see constantly is developers focusing entirely on features whilst ignoring these performance basics. You could have the most brilliant app concept in the world, but if it crashes regularly or takes 10 seconds to open nobody at Apple's going to champion it for featuring. They're protecting their brand reputation, which means they only want to showcase apps that make iOS look good.

Test your app on older iPhone models, not just the latest hardware. Apple cares about users on iPhone 8 and iPhone XR devices just as much as those with the newest models, and poor performance on older hardware will disqualify you from editorial consideration.

The editorial team also pays attention to how your app handles edge cases and errors. What happens when theres no internet connection? How does your app behave when the user denies a permission request? Does it crash or does it gracefully explain why that permission would improve their experience? These details separate professional apps from amateur ones, and the review team notices every single one of them. For location-based apps, this includes optimising GPS battery usage to ensure your app doesn't drain users' devices unnecessarily.

Creating a Story Worth Telling

Here's the thing—Apple doesn't feature apps just because they work well. They feature apps that have something interesting to say. I've seen brilliant apps with flawless code get passed over time and time again, whilst apps with compelling narratives get the spotlight. Its not about being the best technically; its about being the most interesting.

You need to give Apple's editorial team a reason to care about your app. What problem does it solve? Who does it help? Why does it matter right now? These aren't fluffy marketing questions—they're the foundation of whether your app gets noticed or not. Apple wants to tell stories that resonate with their users, stories about real people solving real problems in clever ways. Before you even start building, it's worth researching whether your app concept is already taken to ensure your story is genuinely unique.

What Makes a Story Actually Interesting

The best app stories I've seen shared with Apple focus on one of three things: solving a genuine problem in a new way, serving an underrepresented community, or using iOS features in ways that feel fresh. Notice I said "feel fresh" not "be completely original"? That's deliberate. You don't need to reinvent the wheel...you just need to show why your particular wheel matters to specific people.

I mean, if you've built a fitness app, don't just say "it tracks workouts". Tell them about the person who'll use it, why existing solutions failed them, and what you've done differently. Be specific. Be honest. Apple can spot generic marketing speak from a mile away, and frankly, so can users. The apps that get featured are the ones where you can tell someone genuinely cared about solving a particular problem—not just building "an app for everyone". If you're handling sensitive health data, make sure you understand how to protect user data in your fitness app as this becomes part of your credibility story.

When you're preparing your pitch to Apple, think about what would make someone stop scrolling and actually pay attention. That's your story.

Timing Your Launch for Maximum Impact

Here's something most developers get wrong—they think timing doesn't matter that much when it comes to app store featuring. They'll launch whenever the app is ready, usually after months of delays and last-minute fixes, and then wonder why Apple's editorial team didn't notice them. But timing is absolutely massive when it comes to getting featured.

Apple's editorial team works on a calendar, just like any media organisation. They plan their features weeks (sometimes months) in advance around cultural moments, holidays, and seasonal events. If you're launching a fitness app, January is obviously prime time because everyone's thinking about their health. Back-to-school apps? Late August through September. Financial planning apps? December and January when people are thinking about their money. This is why having an effective mobile application strategy is crucial for planning these timing decisions well in advance.

But here's the thing—you need to submit your app for editorial consideration at least 6-8 weeks before the event or season you're targeting. The editorial team isn't scrambling at the last minute to fill their featured spots; they've already planned what they want to showcase. Miss that window and you'll have to wait until next year for that perfect seasonal opportunity.

The difference between a featured app and one that gets overlooked often comes down to submitting at exactly the right moment when editors are actively looking for apps in your category

I've also noticed that major OS updates create huge opportunities for featuring. When Apple releases a new version of iOS with new capabilities—say, widgets or new privacy features—they actively look for apps that showcase these capabilities brilliantly. If you've built something that demonstrates what the new OS can do, time your launch to coincide with that release. You're solving Apple's problem of showing users why they should update their phone.

One more thing: avoid launching during major tech events like WWDC or Apple's September announcements. The editorial team is focused on supporting Apple's own news cycle during these periods, and your app will get lost in the noise. Launch a few weeks after instead, when things settle down and they're looking for fresh content again.

Building Momentum Before You Apply

Here's the thing about getting featured—Apple doesn't want to be the first person to discover your app. They want proof that real users already love it. I mean, think about it from their perspective; they're putting their reputation on the line by recommending your app to millions of people, so they need to see that its already working.

The best time to reach out for a feature is when you've got genuine momentum happening. Downloads are climbing steadily, user reviews are pouring in (good ones, hopefully!), and people are actually using your app regularly. Not just downloading it once and forgetting about it. This is where a lot of developers get it wrong—they submit for consideration on launch day when theyve got zero traction. Bad move. Building momentum often starts before launch with tactics like building an email list before your app launches to create that initial user base.

What Momentum Actually Looks Like

You need to show Apple that your apps worth their attention. That means having a solid foundation of users who genuinely engage with what you've built. We're talking about daily active users, not just download numbers. Its the difference between 10,000 people who downloaded your app and never opened it again, and 1,000 people who use it every single day. Apple can see these metrics—they know exactly how sticky your app is.

Building Your Case

Before you even think about applying for a feature, make sure you've got these things sorted:

• At least 100-200 genuine user reviews with a rating above 4.5 stars
• Regular updates that show you're actively improving the app
• Growing user numbers over several weeks or months
• Strong retention metrics that prove people keep coming back
• Press coverage or recognition from respected publications in your space
• Social media buzz or community engagement around your app

You don't need all of these, but the more you have, the better your chances. And honestly? If you cant tick off at least three or four of these boxes, you probably aren't ready to apply yet. Keep building, keep improving, and wait until you've got something really compelling to show them.

The Technical Requirements That Matter

Right, let's talk about the stuff that might seem boring but can actually kill your chances of getting featured before you even start. Apple's editorial team won't even look at your app if it doesn't meet their basic technical standards—and I mean this literally, there are automated checks that happen first.

The app needs to be stable. Sounds obvious, doesn't it? But you'd be surprised how many developers submit apps with crash rates above 1%. Apple expects your crash-free rate to be at least 99.5% and honestly, if you're aiming for a feature, you want it closer to 99.9%. Every crash is tracked through their diagnostics system and they can see exactly how your app performs in the wild.

Performance Benchmarks You Can't Ignore

Load times matter more than most people think; your app should launch in under 2 seconds on the devices you're targeting. If someone opens your app and sees a loading screen for 5 or 6 seconds, that's a problem. Battery drain is another big one—apps that hammer the CPU or use location services inefficiently will get flagged pretty quickly.

Your app also needs to support the latest iOS version within a reasonable timeframe after its release. You don't need to be there on day one (although that helps), but if you're still not supporting the new OS three months later? That's not going to look good. And make sure you're using the latest screen sizes properly—notch support, Dynamic Island, all of it. If you're planning to expand beyond iOS, understanding what happens when you choose the wrong platform can help you make better decisions about where to focus your efforts.

The Checklist Apple Actually Uses

Here's what the review team checks before even considering editorial features:

• App binary size is optimised (bloated apps are a red flag)
• All metadata is complete and properly localised if you're targeting multiple regions
• Privacy manifest is correctly implemented—this has become huge lately
• No placeholder content or lorem ipsum text anywhere
• All third-party SDKs are up to date and approved
• Dark mode support if its appropriate for your app type
• Accessibility features are implemented, not just ticked off

I've seen brilliant apps get passed over because they had a 3-second launch time or because they hadn't updated their privacy labels properly. These things seem small but they signal to Apple whether you take quality seriously. The editorial team wants to promote apps that represent the platform well—that means apps that feel like they belong on iOS, not ports from Android with Material Design elements still hanging around.

Run your app through Xcode's Instruments tool before submitting—check for memory leaks, excessive CPU usage, and network inefficiencies. Apple's review team has access to the same tools and they will use them to evaluate your apps performance.

One more thing that catches people out: your app's file size. If your app is 500MB because you've bundled high-res videos that could be streamed, that's going to count against you. Apple favours apps that respect users storage space and data plans. App thinning and on-demand resources aren't just nice-to-haves anymore, they're expectations for apps that want to be featured.

What Happens After You Submit

Right, so you've hit that submit button and now you're waiting. What actually happens now? Well—the honest answer is that most of the time, nothing happens immediately, and that can be a bit frustrating if you're expecting a quick response.

Apple's editorial team reviews thousands of submissions every week. They aren't sitting there waiting for your app specifically (sorry to burst that bubble). Your submission goes into a queue with everyone elses, and the team works through them based on their own internal priorities and schedules. Some apps get reviewed within a few days; others might take weeks or even months before anyone looks at them properly. If you're targeting multiple platforms, you might want to understand how to handle multiple app store submissions efficiently to maximise your chances across different stores.

Here's the thing—silence doesn't mean rejection. I've had apps that got featured where we heard absolutely nothing for six weeks, then suddenly got an email asking for promotional assets. But I've also had apps where we never heard anything at all, which is actually the most common outcome. Apple doesn't send rejection letters for feature requests; they simply feature the apps they choose and everyone else just... doesn't get featured.

If you do hear back from Apple's team, its usually because they're interested but need more information or better assets. They might ask for different screenshot sizes, updated promotional text, or clarification about how your app works. This is actually a good sign—it means someone on the team is genuinely considering featuring your app and wants to present it properly. Your screenshot storytelling strategy becomes crucial at this point, as these visual assets often make or break the final decision.

Should you follow up if you don't hear anything? Generally, no. The editorial team is small and they get bombarded with emails. Following up won't speed things along and might actually work against you. Your best move is to focus on what you can control—improving your app, building your user base, and creating content that naturally attracts attention to what you've built.

Alternative Ways to Boost Visibility

Look, getting featured is brilliant but its not the only way to get your app in front of people. I've seen plenty of apps become successful without ever getting that coveted App Store banner—and honestly, relying on featuring alone is a bit of a gamble you don't want to take.

App store optimization is your foundation here. I mean it, this stuff works. Optimising your app's title, subtitle, and keyword field properly can bring in thousands of organic downloads each month without spending a penny on advertising. The key is understanding what terms people actually search for, not what you think they search for. Tools like App Annie and Sensor Tower can show you exactly what's working for your competitors... but even just typing into the App Store search bar and seeing what auto-completes can tell you a lot about user behaviour.

Paid User Acquisition

Apple Search Ads are probably the most cost-effective paid channel for iOS apps because you're reaching people who are already looking for something like yours. Start small, test different keywords, and track which ones actually convert into engaged users—not just downloads. Facebook and Google ads work too, but you need to be really careful about your cost per install vs lifetime value calculations or you'll burn through cash quickly.

The apps that succeed long-term are the ones that build multiple traffic channels, not just hope for a single big break

Content marketing is another route that people overlook. Creating helpful blog posts, YouTube tutorials, or even TikTok videos that solve problems related to your apps function can drive consistent organic traffic. Sure, it takes time to build up, but once its working it keeps bringing in users month after month without ongoing ad spend. Social media works best when you're actually being useful rather than just promotional—people can smell a hard sell from miles away these days. Understanding how to get your app featured on social media news feeds can complement your App Store efforts and create multiple discovery channels.

Getting your app featured on the App Store isn't something that happens by accident—and honestly, theres no magic formula that guarantees it either. But what I can tell you from years of doing this is that the apps which get featured share certain qualities; they solve real problems in ways that feel fresh, they're built to Apple's exacting standards, and they tell stories that resonate with actual people.

I mean, sure, you could build a technically perfect app and never get featured. That happens. But you could also build something that genuinely makes peoples lives better, present it at the right time with the right story, and catch the attention of Apple's editorial team. The difference between these outcomes often comes down to preparation and understanding what Apple is actually looking for.

The apps that succeed in getting featured aren't necessarily the ones with the biggest budgets or the flashiest features. They're the ones that show craft and care in every detail—from the way animations feel to how quickly the app responds to user input. Apple's editors notice these things because they're looking at hundreds of apps every single week and they can spot quality immediately.

Look, I won't pretend this is easy. It takes work to meet Apple's standards, it takes thought to craft a compelling story about your app, and it takes patience to time everything properly. But here's what I know; apps do get featured every single day and many of them come from small teams who just focused on building something people actually want to use. Start there, follow the practices we've covered throughout this guide, and you'll give your app the best possible chance of standing out in a crowded marketplace. The rest? Well, sometimes you just need a bit of luck on your side too.

Frequently Asked Questions