How Do You Research Competitors' App Store Strategies?

A task management app launched without researching its competition and chose the keywords "productivity" and "tasks" for their App Store listing. Within months, they discovered they were competing against established giants like Todoist and Any.do who dominated those exact terms. Meanwhile, a smaller competitor had found success targeting "team project tracking" and "remote work organisation"—more specific terms with less competition but highly engaged users. This scenario plays out constantly in app stores where developers skip competitor research and end up fighting battles they can't win.

Understanding what your competitors are doing in the app stores isn't just helpful—it's necessary for survival. Every day, millions of people search for apps, and where your app appears in those search results can make or break your business. When you research competitors' App Store strategies, you're not copying their homework; you're learning the rules of a game that changes constantly and finding opportunities they've missed.

The app stores operate differently from traditional search engines, and what works for website SEO won't necessarily work for App Store Optimisation. Your competitors have already spent time and money figuring out which keywords drive downloads, which screenshots convert browsers into users, and which pricing strategies work in your market. Some have succeeded, others have failed spectacularly, and both outcomes teach you something valuable.

The apps that succeed aren't always the best ones—they're the ones that understand their competitive landscape and position themselves smartly within it

This guide will walk you through a systematic approach to researching your competitors' strategies across every aspect of their app store presence. You'll learn to spot opportunities they've overlooked, understand why certain apps rank higher than others, and develop a strategy that gives your app the best chance of being discovered by the right users at the right time.

Identifying Your True Competitors

Most people get this wrong from the start. They think their competitors are just the apps that do exactly the same thing they do—but that's only scratching the surface. Your real competitors are any apps that solve the same problem for your users or compete for the same time and attention in their daily routine.

I've watched countless clients focus solely on direct competitors whilst missing the bigger picture. If you're building a meditation app, yes, other meditation apps are competitors—but so are podcast apps, fitness apps, sleep apps, and even social media platforms that people turn to when they need to unwind. Users don't think in neat categories like we do; they think in terms of what helps them feel better in that moment.

Direct vs Indirect Competitors

Start by mapping out three levels of competition. Direct competitors offer the same core solution—if you're building a food delivery app, these are other food delivery services. Adjacent competitors solve the same problem differently—meal kit services or grocery delivery apps fall into this category. Then there are substitute competitors, which might seem unrelated but compete for the same user behaviour—restaurant booking apps or even cooking tutorial apps could pull users away from food delivery.

Finding Hidden Competitors

The app stores won't show you everything. Look at what apps appear in the "Users also downloaded" sections of your direct competitors. Check social media discussions about your problem space—what solutions are people actually recommending? Search for your target keywords and see what comes up, even if it seems unrelated at first glance. Sometimes the biggest threat comes from an app you never saw coming because they approached the same user need from a completely different angle.

Analysing App Store Listings and Metadata

When you're looking at what your competitors are doing in the app stores, their listings tell you everything about their strategy. I spend hours studying how other apps present themselves because the app title, description, and keywords reveal exactly what they think will make people download their app. The app title is where most developers make their biggest mistakes—they either stuff it with keywords that make no sense or they go too generic and get lost in the crowd.

Your competitor's app description is like reading their marketing playbook. Look at which features they mention first, what problems they claim to solve, and how they structure their key benefits. Smart developers front-load their descriptions with the most compelling reasons to download, whilst weaker apps bury their value proposition three paragraphs down. Pay close attention to their call-to-action language and whether they're targeting new users or trying to convert people from other apps.

What to Look for in Competitor Metadata

The subtitle field on iOS and the short description on Google Play are goldmines for understanding positioning. These limited character spaces force developers to distil their core value proposition, so you're seeing their most confident pitch. I also check their developer name and website links—sometimes you'll discover they're part of a larger company or have multiple apps in the same space.

• App title structure and keyword placement
• Primary benefits mentioned in descriptions
• Target audience language and tone
• Feature prioritisation and ordering
• Localisation across different markets
• Update notes and changelog messaging

Screenshot their entire app store listing every few months and create a comparison document. You'll spot patterns in how they test different descriptions, titles, and positioning over time—this gives you insight into what's working for them.

Don't forget to check if they're running the same strategy across both iOS and Android or if they're tailoring their approach for each platform. The differences often reveal which platform drives more downloads for them and where they're focusing their optimisation efforts.

User reviews and ratings provide the most honest insight into how real people experience your competitors' apps. These reviews tell stories that marketing copy never will—they reveal pain points, highlight beloved features, and show you exactly where competitors are falling short of user expectations.

I always start by reading the most recent reviews across different star ratings, not just the negative ones. Five-star reviews often mention specific features users love most, while three-star reviews typically contain the most balanced feedback about what works and what doesn't. One-star reviews can be goldmines for understanding deal-breakers, though you need to filter out reviews that aren't really about the app itself—like people complaining about their internet connection.

Pay close attention to recurring themes in reviews. If multiple users mention that an app is "too slow" or "crashes during checkout," that's a clear competitive advantage you can build into your own app. Similarly, if users consistently praise a competitor's customer support or onboarding process, you know these are table stakes in your market.

What to Look For in Reviews

• Specific feature requests that users mention repeatedly
• Complaints about app performance, crashes, or loading times
• Praise for particular design elements or user flows
• Comments about pricing, subscription models, or in-app purchases
• Mentions of missing features compared to competitors
• User frustrations with customer support or bug fixes

Don't just focus on your direct competitors—look at apps in adjacent categories too. Users often compare apps across different industries, especially when it comes to user experience expectations. The review section is where users vote with their genuine opinions, making it one of the most valuable research tools available to app developers.

Tracking App Rankings and Keywords

Understanding where your competitors rank for specific keywords gives you a clear picture of their App Store Optimisation strategy and shows you exactly which search terms are driving downloads. I've found that most app developers focus too heavily on their own rankings without paying enough attention to what's working for their competition—and this is where the real insights live.

Start by identifying the core keywords your competitors are targeting; you can do this by looking at their app titles, subtitles, and descriptions, then cross-reference these with ranking tools that show actual search performance. The apps consistently ranking in the top 10 for high-volume keywords aren't there by accident—they've either optimised their metadata perfectly or they're generating strong user engagement signals that App Store algorithms love.

Monitoring Keyword Performance Over Time

Rankings fluctuate constantly, so snapshot data won't tell you much about long-term strategy. Track your competitors' keyword positions weekly to spot patterns in their optimisation efforts; sudden jumps in rankings often coincide with app updates, suggesting they've tweaked their metadata or improved their conversion rates through better screenshots and descriptions.

The apps that maintain consistent top rankings are the ones that understand their users search for solutions, not features

Pay particular attention to seasonal trends and how competitors adjust their keyword targeting accordingly. E-commerce apps might push "Christmas shopping" keywords in December, whilst fitness apps often target "weight loss" terms in January. This data helps you plan your own keyword strategy and reveals gaps where competitors might be missing opportunities you can exploit.

Examining Visual Design and Screenshots

Screenshots are your app's shop window—they tell potential users everything they need to know about your app in just a few seconds. When I'm researching competitors, I spend considerable time studying their visual presentation because these images often determine whether someone downloads an app or scrolls past it.

Start by looking at how competitors arrange their screenshot sequence. Most successful apps follow a pattern: hero shot first showing the main interface, followed by key features, then social proof or benefits. Notice which features they choose to highlight and which they leave out—this tells you what they think matters most to users. Pay attention to the text overlays too; competitors often reveal their main selling points through the copy they place on screenshots.

Design Patterns and User Interface Trends

Study the actual interface design within those screenshots. Look for common navigation patterns, colour schemes, and layout choices across your competitive set. If multiple competitors use similar design approaches, there's probably a good reason—it works for your shared user base. However, this also presents an opportunity to differentiate your app through thoughtful design choices.

Mobile-First Visual Hierarchy

Examine how competitors handle information hierarchy on small screens. Which elements do they make largest? How do they guide the user's eye through complex interfaces? Notice how they balance white space with content density—this balance often separates professional apps from amateur ones. Screenshots also reveal how competitors handle different screen sizes and device orientations, giving you insights into their technical approach to responsive design.

Don't forget to check if competitors localise their screenshots for different markets. Apps that invest in market-specific visuals usually have strong monetisation and are serious about global expansion.

Understanding Pricing and Monetisation Models

When researching competitors, their pricing strategy tells you far more than just what they charge—it reveals their entire business model, target audience, and market positioning. I've seen countless apps fail because they copied a competitor's price point without understanding the reasoning behind it or the broader monetisation framework.

Start by documenting every revenue stream your competitors use. Some apps appear free but generate income through premium subscriptions, in-app purchases, or advertising partnerships. Others charge upfront fees or use freemium models where basic features are free but advanced functionality requires payment. The most successful apps often combine multiple monetisation methods rather than relying on a single approach.

Analysing Subscription Models

Pay close attention to how competitors structure their subscription tiers. Many apps offer weekly, monthly, and annual options with different pricing to appeal to various user commitment levels. The pricing psychology here is quite clever—a higher weekly rate makes the monthly option seem like better value, whilst the annual subscription provides the best per-month pricing to encourage longer commitments.

Take screenshots of competitors' pricing pages regularly. Many apps test different price points and subscription structures, so you'll want to track these changes over time to understand their pricing experiments and optimisations.

Don't forget to check if competitors offer different pricing in different regions or have special introductory offers. Some apps provide free trials, others offer discounted first months, and many use limited-time promotions to drive conversions. Understanding these tactics helps you see what works in your market and what pricing strategies resonate with your shared target audience.

• Document all revenue streams (subscriptions, one-time purchases, ads, partnerships)
• Track pricing changes and promotional offers over time
• Compare subscription tiers and feature restrictions
• Note regional pricing differences and currency strategies
• Identify free trial lengths and introductory pricing

Monitoring Update Frequency and Feature Changes

Watching how often your competitors update their apps tells you more about their business strategy than most people realise. Some apps push updates weekly with small bug fixes and tweaks, whilst others save up changes for major monthly releases. Both approaches have their merits, but the pattern reveals a lot about their development resources, user feedback responsiveness, and overall product philosophy.

I've noticed that successful apps typically fall into two camps: the rapid iterators who respond quickly to user complaints and market changes, or the careful planners who test everything thoroughly before release. Neither approach is inherently better—it depends on your market position and user expectations. Apps in competitive spaces like fitness or productivity tools often update frequently to stay relevant, whilst utilities or business apps might prioritise stability over constant feature additions.

What to Track in Competitor Updates

App store release notes are your window into competitor priorities. Look beyond the generic "bug fixes and improvements" messages—when companies actually detail new features, they're usually proud of them and expect them to drive user engagement or retention. Screenshot changes between versions can reveal A/B testing results or new positioning strategies that worked well enough to become permanent.

Pay special attention to seasonal update patterns. Many apps push major features before Christmas shopping periods, back-to-school seasons, or industry-specific busy times. This timing isn't accidental—it's strategic positioning that you can learn from and potentially anticipate. When competitors consistently update before certain periods, they've likely identified those as high-opportunity windows for user acquisition or engagement.

Version numbering systems also provide clues about development methodology. Apps that jump from version 2.1 to 3.0 are signalling major changes, whilst consistent incremental updates suggest steady, planned development cycles you can predict and potentially outmanoeuvre with your own strategic timing.

Tools and Resources for Ongoing Analysis

Running effective competitor research isn't a one-time task—it requires consistent monitoring with the right tools to spot changes as they happen. I've tested dozens of platforms over the years, and the truth is that most successful app teams use a combination of free and paid tools rather than relying on just one solution.

Free Tools That Actually Work

Start with App Annie (now data.ai) for basic ranking data and download estimates; their free tier gives you enough information to track your main competitors without spending a penny. Google Play Console and App Store Connect provide your own app's keyword performance data, which helps you understand what terms your competitors might be targeting. Don't overlook manual checking either—setting calendar reminders to review competitor listings monthly catches changes that automated tools sometimes miss.

Professional Analysis Platforms

For deeper insights, tools like Sensor Tower, Mobile Action, and AppTweak offer comprehensive ASO analysis including keyword rankings, review monitoring, and revenue estimates. These platforms typically cost between £50-200 monthly but provide the kind of detailed competitor intelligence that can inform major strategic decisions. The key is choosing one that matches your specific needs rather than paying for features you won't use.

The best competitor research combines automated monitoring with human insight—tools tell you what happened, but you need to figure out why it worked

Set up automated alerts for competitor app updates, ranking changes, and new keyword opportunities; this approach means you're always aware of market shifts without spending hours on manual research. Remember that the most expensive tool isn't always the best fit for your situation—start simple and upgrade as your research needs become more sophisticated.

Conclusion

After eight years of building apps and watching countless launches succeed or fail, I can tell you that competitor research isn't just a nice-to-have—it's what separates the apps that thrive from those that disappear into the void. The strategies we've covered throughout this guide form the backbone of any successful app store approach, and I've seen firsthand how businesses that skip this research end up making expensive mistakes that could have been avoided.

The mobile app market moves fast, and what worked for your competitors six months ago might not work today. User preferences shift, app store algorithms change, and new players enter the market constantly. This means your competitor research can't be a one-time exercise you tick off your launch checklist—it needs to become part of your regular routine. I recommend setting aside time monthly to check in on your main competitors and quarterly to do a deeper analysis of the wider competitive landscape.

Remember that the goal isn't to copy what everyone else is doing; it's to understand the market well enough to find your own unique position within it. Some of the most successful apps I've worked on took inspiration from competitor research but then zigged where everyone else was zagging. Use what you learn about your competitors to validate your assumptions, spot gaps in the market, and refine your positioning—but don't let it stifle your creativity or stop you from taking calculated risks.

The tools and techniques we've discussed will give you a solid foundation for understanding your competitive landscape. Start with the basics—identifying your real competitors and analysing their app store presence—then gradually build up your research capabilities as your app grows and your needs become more sophisticated.