How to Get Featured on the App Store (What Apple Actually Looks For)

An Apple editorial feature — whether it's the App of the Day, a curated collection, or a Today Story — can drive tens of thousands of downloads in a single week. Here's what Apple actually looks for, and how to give your app the best chance.

Understand how Apple features apps

Apple's App Store editorial team curates features independently of paid advertising — you cannot buy a feature spot. The team is organised by region, category, and cultural moment (holidays, sporting events, new iOS releases). They discover apps through developer submissions, press coverage, and their own exploration of the store.

Features are not random. Apple consistently favours apps that demonstrate high design quality, use of native iOS features, and a compelling story behind the product or its creator.

Meet the baseline requirements first

Before anything else, your app must clear Apple's implicit quality bar:

• Supports the latest iOS version and current iPhone screen sizes
• Uses native iOS UI patterns (SwiftUI or UIKit, not web wrappers)
• No crashes — a crash-free rate below 99% disqualifies most apps
• Full support for Dynamic Type (accessibility text sizes)
• Dark Mode support
• Optimised for the latest iPhone and iPad hardware

Apps built with React Native, Flutter, or cross-platform tools can get featured, but the bar is higher because Apple expects them to feel native. Invest in platform-specific UI polish.

Design at a standard Apple notices

Apple's editorial team reviews thousands of apps. The ones that get flagged have a visible design quality that's immediately recognisable — thoughtful animations, cohesive typography, careful use of whitespace, and a clear visual identity.

Study Apple's own design awards and the apps featured in "App of the Day" over the past 12 months. Notice the patterns: custom animations for transitions, meaningful use of haptic feedback, screens that feel effortless to understand at a glance.

Use new Apple technologies

Apple consistently features apps that adopt their latest frameworks at launch — StandBy mode, Interactive Widgets, Live Activities, Dynamic Island, SharePlay, Shortcuts integration. Adopting a new technology in the weeks following a major iOS release puts you in a small pool of apps that Apple is actively looking to showcase.

You don't need to adopt every new API. One well-implemented feature that genuinely improves your app is more compelling than a checklist of integrations.

Submit to Apple directly

Apple provides a feature nomination form at developer.apple.com/contact/app-store/promote. Fill it out at least 6–8 weeks before any target date (new app launch, major update, seasonal moment). The form asks for:

• App description and what makes it unique
• The story behind the app and its developer
• Screenshots and promotional artwork
• Any tie-in to a seasonal or cultural moment
• Planned marketing activity around the target date

Apple rarely responds directly — don't interpret silence as rejection. Many featured apps report submitting the form months before their feature appeared.

Timing: align with Apple's calendar

Apple curates features around predictable events: new iPhone launches (September), WWDC (June), major holidays, and cultural moments. A fitness app has a far higher chance of being featured in January than August. A creativity app aligns well with back-to-school season. Plan your major app updates and pitches to land 6–8 weeks before these windows.

Your store listing must match your app quality

Apple's editorial team reviews your store listing before they open your app. A weak screenshot set with low production quality sends a signal that the app inside won't live up to a feature. Polish your screenshots to the same standard as your app — they're the first impression of your quality.