Over 2 million apps sit in the Apple App Store right now, and every single one had to pick a category. Sounds simple enough, right? Well, here's where it gets interesting—most app developers get this completely wrong. They rush through the category selection process without understanding the massive impact it has on their app's discoverability and success.
What many people don't realise is that there are actually two types of app categories: primary and secondary. Your primary category is like your app's main home in the app store, whilst your secondary category acts as an additional doorway for users to find you. Getting this choice right can mean the difference between thousands of downloads and your app disappearing into the digital void.
The category you choose isn't just a label—it's your app's first impression and your ticket to being discovered by the right users
In my experience helping clients launch their mobile apps, I've seen brilliant apps struggle because they picked the wrong category strategy. On the flip side, I've watched average apps gain serious traction simply because they understood how to work within the app store's category system. The good news? Once you understand the difference between primary and secondary categories, you can make informed decisions that actually boost your app's visibility.
What Are Primary And Secondary App Categories?
When you submit your app to the App Store or Google Play, you'll need to choose categories that describe what your app does. Think of these as labels that help people find your app when they're browsing through different sections of the store.
Your primary category is the main label for your app—it's the most important one that tells people exactly what type of app you've built. If you've made a fitness tracker, your primary category would be Health & Fitness. If you've created a photo editing tool, it would go in the Photography category. This choice affects where your app appears in the store's main navigation and which apps you'll be competing against directly.
Secondary Categories Give You Extra Reach
Secondary categories work differently depending on which platform you're targeting. On the App Store, you can choose one additional category that fits your app; this gives you a second chance to be discovered by users browsing that section. Google Play takes a slightly different approach by using tags and subcategories instead of a traditional secondary category system.
The key thing to understand is that your primary category determines your main competition and positioning, while secondary options help you reach users who might be looking in related areas. Getting both right can make a real difference to your app's visibility and downloads.
How App Store Categories Work
The app store category system is actually quite straightforward once you understand the basics. Both Apple's App Store and Google Play Store use a hierarchical structure where apps are organised into distinct categories like Games, Business, Health & Fitness, and Social Networking. When you submit your mobile app, you're required to choose one primary category—this becomes your app's main classification and determines where it appears in browsing and search results.
Here's what makes the system tick: each app store has slightly different category names and structures, but they follow similar principles. Your primary category choice affects your app's discoverability in several ways—it determines which category charts you can appear in, influences your competition pool, and affects how the app store algorithms understand your app's purpose.
Category Requirements by Platform
- Apple App Store: One primary category required, one secondary category optional
- Google Play Store: One primary category required, no secondary categories available
- Categories cannot be changed frequently—Apple allows changes with app updates
- Some categories have additional content requirements or restrictions
The category system isn't just about organisation—it's a fundamental part of your app store strategy. Each category has different levels of competition, user expectations, and ranking factors. Games categories tend to be highly competitive, while niche business categories might offer better visibility opportunities for the right app.
Check your competitors' category choices before making your final decision. Sometimes a less obvious category can give you better visibility than the most obvious choice.
Why Your Category Choice Matters For Downloads
After years of working with app developers, I can tell you that many people treat category selection like an afterthought—and that's a costly mistake. Your category choice directly impacts how many people will discover and download your app. Think of it this way: if someone can't find your app, they can't download it.
Categories act as filters in both the App Store and Google Play Store. When users browse or search for apps, they often filter by category to narrow down their options. If you've chosen the wrong category, you're hiding your app from the exact people who would love to use it.
How Categories Affect Your Download Numbers
The numbers don't lie—apps in the right categories get significantly more downloads than those in the wrong ones. Here's why category placement matters so much:
- Users browse categories when looking for specific types of apps
- App stores use categories to recommend similar apps to users
- Your ranking within a category affects your visibility
- Categories help app stores understand what your app does
I've seen apps move from obscurity to thousands of downloads simply by switching to a more appropriate category. The competition might be different, but finding the right audience is what really drives downloads.
The Strategic Difference Between Primary And Secondary Categories
When I'm working with clients on their app store strategy, this is where things get really interesting. Your primary category isn't just about telling people what your app does—it's about positioning yourself in the competitive landscape. Think of it as your main shop window; it's where most people will discover your mobile app and where the app store algorithms will focus their attention.
Your primary category determines which charts you'll appear in, which keywords carry the most weight, and frankly, which competitors you'll be fighting against for visibility. If you're building a fitness app, choosing "Health & Fitness" as your primary puts you up against established players like MyFitnessPal. But selecting "Lifestyle" might give you a different competitive advantage—though potentially at the cost of discoverability.
The primary category is where you make your stand, but the secondary category is where you can be clever about expanding your reach
Secondary categories work differently. They're your opportunity to cast a wider net without committing to a battlefield you can't win. A meditation app might choose "Health & Fitness" as primary but add "Lifestyle" as secondary to capture users browsing different sections. The app store still indexes your app in both places, but your primary category carries more algorithmic weight. It's about strategic positioning rather than just description.
Common Mistakes When Choosing App Categories
I've watched countless app developers shoot themselves in the foot when picking categories—and trust me, it happens more often than you'd think. The biggest mistake I see is developers choosing categories based on what they think sounds impressive rather than where their actual users are looking.
Take gaming apps, for example. New developers often avoid the Games category because it's competitive, thinking they'll have better luck in Entertainment or Education. But here's the thing—gamers don't browse Entertainment when they want games; they go straight to Games. You're not avoiding competition, you're avoiding your audience.
The "Jack of All Trades" Trap
Another common blunder is trying to be everything to everyone. I've seen fitness apps categorised under Health & Fitness for their primary category, then adding Music, Social Networking, and Lifestyle as secondary categories. This confuses the app stores' algorithms and dilutes your message.
The biggest technical mistake? Not researching category requirements beforehand. Each category has specific guidelines—Medical apps need regulatory compliance, Kids apps have strict content rules, and News apps require editorial standards. Getting rejected because you didn't check the requirements is painful and completely avoidable.
Finally, many developers ignore their secondary category entirely or treat it as an afterthought. Your secondary category isn't just a bonus—it's another opportunity to reach users who might discover your app through different search behaviours.
How To Pick The Right Categories For Your Mobile App
Right, let's get down to the practical stuff—actually choosing your categories. After years of helping clients through this process, I've developed a fairly straightforward approach that works well for most mobile app projects.
Start with your primary category first. This one's usually quite obvious when you think about what your app actually does. A fitness tracking app belongs in Health & Fitness; a puzzle game goes in Games. Don't overthink this part—go with the most natural fit for your app's core function.
Research Your Competition
Before you make any final decisions, spend some time browsing the app store categories you're considering. Look at the top apps in each section and ask yourself: does my app fit in here? Would users expect to find it alongside these other apps? If something feels off, trust that instinct.
Check the competition level in each category before committing. Sometimes a slightly less obvious category choice can give you better visibility if it's less crowded.
Your Secondary Category Strategy
For your secondary category, think about additional ways people might discover your app. A recipe app might choose Food & Drink as primary, but Lifestyle as secondary to capture users browsing for general life improvement apps.
- Consider user search behaviour and intent
- Look at category popularity and competition levels
- Test different combinations if you're unsure
- Check category requirements and guidelines
The key is being strategic but honest about what your app offers.
Conclusion
Getting your app categories right isn't rocket science, but it's one of those decisions that can make or break your app's success in the stores. I've seen brilliant apps disappear into the abyss because they picked the wrong primary category—and I've watched mediocre apps thrive simply because they understood the system better than their competitors.
The key thing to remember is that your primary category determines where people will find you when they're browsing, whilst your secondary category gives you that extra visibility boost. It's not about gaming the system; it's about understanding how users actually search for apps and positioning yourself accordingly.
Don't overthink it though. Start with your core function—what's the main thing your app does? That's probably your primary category sorted. Then look at your secondary features or your target audience to find that second category. Test different combinations if you're not sure; you can always change them later.
Most importantly, be honest about what your app actually does. The App Store algorithms are getting smarter every day, and users will quickly abandon apps that don't match their expectations. Choose categories that truly represent your app's value, and you'll be setting yourself up for long-term success rather than short-term tricks.
