The App Store subtitle is a line of up to 30 characters under your app's name. It shows in search and on the product page, Apple's search uses its words, and you can only change it with a new version.
What the subtitle is and where it shows
The subtitle sits right under the app name. Apple says it appears below the name throughout the App Store, search results included, next to the icon and first screenshots. People read it before the description.
The name carries the brand, the subtitle carries the benefit. Apple suggests naming features or typical uses that matter to your audience and skipping generic claims about being the top app.
The subtitle counts for search. As of October 16, 2026, App Store Connect Help says an app is searchable by its name, subtitle, keywords and company name, so words in the subtitle needn't go into the keywords field again.
Where the subtitle lives in App Store Connect
The path is App Store Connect › Apps › your app › Distribution tab › General › App Information. The field is called Subtitle and sits under Name. Each language has its own subtitle, picked from the menu at the top right.
The field is optional. In October 2026, Apple's property table marks the subtitle as localizable, but neither as required nor as something you can edit at any time without a new version. A new subtitle goes to App Review with your next version.
Apple's limits and numbers
| What | Value |
|---|---|
| Subtitle length | up to 30 characters per language |
| App name above it | 2 to 30 characters |
| Required | no, but localizable |
| When you can change it | when you submit a new version |
| Search | counted along with the name, keywords and company name |
| Not allowed | inappropriate content, references to other apps, unverifiable claims (guideline 2.3.7) |
Per App Store Connect Help (App information, app properties, editing app information), Apple's Creating your product page and the App Review Guidelines as updated June 8, 2026, checked October 16, 2026.
How to write a subtitle, step by step
- List the words people use to search for apps in your niche. Cross out anything already in the name.
- Lead with an action or an outcome, such as “Rain sounds for sleep”.
- Check the length. Spaces and punctuation count toward the 30.
- Drop prices, sales, other apps' names and unverifiable claims. Guideline 2.3.7 doesn't allow them.
- Write it separately for each language. A literal translation often runs past 30 characters or loses the word people there actually type.
- Paste it into Subtitle, pick the language and click Save. It goes live with your next version.
Common mistakes
- Repeating the name. “Lullo. White Noise” with “White noise for sleep” spends characters on words search already has.
- A price or a sale. “50% off until Friday” isn't allowed, and the sale ends long before your next version ships. News belongs in promotional text, which changes without a new version.
- A competitor's name. A subtitle that names a well-known app references another app. Guideline 2.3.7, as updated June 8, 2026, rules that out directly.
- Expecting an instant change. It only changes with a new version, and the old text can linger for up to 24 hours after release.
Subtitle examples
| Niche | Weak | Stronger |
|---|---|---|
| Sleep sounds | White noise for sleep (repeats the name) | Rain and sea sounds for sleep |
| Water | The easiest app ever (a claim) | Track water and hit your goal |
| Spending | 50% off premium (a price) | Budget and spending by category |
Each stronger version fits in 30 characters and names the job in searchers' words. The examples are made up.
Appto writes the name, subtitle, keywords and description in every language and scores the page out of 100, and after launch it tracks search rankings and tells you what to change. More on the ASO in Appto page.
Questions
How many characters can an App Store subtitle have?
Up to 30 characters per language, per App Store Connect Help as of October 16, 2026. The name gets 2 to 30.
Can I change the subtitle without a new version?
No, it changes when you submit a new version. For news that can't wait, use promotional text.
Does the subtitle affect App Store search?
Yes. Apps are searchable by name, subtitle, keywords and company name, so don't repeat subtitle words in keywords.
Can the subtitle include a price or a competitor's name?
No. Guideline 2.3.7, as updated June 8, 2026, rules out prices, references to other apps and unverifiable claims.
Is the subtitle required?
No, but an empty one leaves the space under the name blank and wastes 30 characters search would count.
Build your own app in Appto
Appto checks the niche on fresh App Store data, designs the screens, writes the code, builds the App Store page and submits to Apple from your account or shows you what to press in App Store Connect. Runs on your own Claude Code or Codex.
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