App Store Description Guide: Limits, Format, and Ranking
App Store description limits, plain text rules, promotional text, and what Apple says about search, with a before-and-after example you can copy.
In this article
Short answer
The App Store description can be up to 4,000 characters of plain text with line breaks, and Apple says HTML is not supported. Promotional text is a separate 170-character field that you can change at any time. Apple says promotional text does not affect search ranking, and it does not list the description among its search relevance fields, so write the description for people.
Apple details below were checked on November 1, 2026.
What are the limits and rules?
These come from Apple’s reference page and product page guide.
| Field | Limit | Format | How to change it | Search ranking |
|---|---|---|---|---|
| Description | 4,000 characters | Plain text, line breaks, no HTML | New version | Not in Apple’s relevance list |
| Promotional text | 170 characters | Shown above the description | Any time, no new version | Apple says no effect |
| What’s New | 4,000 characters | Not available on a first version | New version | Not in Apple’s relevance list |
Apple marks the description as required, and both the description and What’s New as localizable. If you add a language, Apple copies most properties from your primary language, but not the description or keywords, so you need to write those yourself.
Does the description support markdown or bold text?
Apple says plain text with line breaks and no HTML. Its reference page does not mention markdown, bold, or bullet formatting. So treat markdown as unstated, and expect asterisks and pound signs to show as typed. We did not test this. Line breaks are allowed, and simple typed list markers are the safest way to make a feature list. Check the result on a device.
Does the description affect App Store search?
Apple does not list the description as a ranking input. Its search page says text relevance means matches in your title, subtitle, keywords, and primary category, alongside user behavior such as downloads, ratings, and reviews. Its product page guide says not to add unnecessary keywords to the description to improve search results.
Apple stops short of stating that the description is never used, so that part is unconfirmed. Vendors fill the gap and disagree:
| Source | Description | Promotional text |
|---|---|---|
| Apple | Not listed for text relevance | “doesn’t affect your app’s search ranking” |
| AppTweak, vendor claim | Not indexed | Not covered on that page |
| AppFollow, vendor claim | Not indexed for keyword rankings | Not indexed |
| App Radar, vendor claim | Indexed at lower weight | Indexed, medium weight |
App Radar’s page cites no test or Apple source for those rows, and its promotional text claim contradicts Apple directly. Follow Apple on that one. AppFollow also says Google Play does index descriptions, which may explain some of the confusion, because advice written for one store often gets repeated for the other.
The description does have one search role that Apple states. The reference page says it will be used for web engine search results once your app is released. That concerns web search, not App Store search, and it matches our ASO guide.
So the practical rule is simple. Put search terms in your name, subtitle, and keyword field, and use the description to persuade.
How should you write the description?
Apple’s guidance is brief. The ideal shape is a concise paragraph followed by a short list of main features.
- Lead with the first sentence. Apple calls it the most important, because people can read it without tapping to see more.
- Skip keyword lists. Apple advises against them, and they read badly.
- Leave out prices. Apple says pricing is already shown, and a stated price may be wrong in some regions.
- Describe what the app does. Say who it helps and what they can do with it, in plain words.
What does a good description look like?
Here is an example for Streakly, a fictional habit tracker. The app and copy are invented for illustration.
Before:
STREAKLY IS THE #1 BEST HABIT TRACKER APP!!! Habit tracker, habits,
daily routine, goal planner, streak app, free app. Only $4.99 a month!
Download now and change your life forever!!!After:
Streakly helps you build one small daily habit and keep it going.
Pick a habit, set a reminder, and check it off each day. Your streak
shows how far you have come, and a weekly summary shows what stuck.
- Reminders at the time you choose
- Streaks and weekly progress charts
- Notes for each check-in
- Home Screen widgetsThe first version opens with a claim, spends its visible line on a keyword list, and states a price. The second tells a reader what the app does in one sentence, then lists what they get.
What should promotional text be used for?
Use promotional text for things that change between releases, because it is the one description-area field you can edit without a new submission. Apple suggests it for frequent updates, and it appears at the top of the description area. Good uses include a seasonal feature, an event, or a new capability. For Streakly, that might be:
New this month: weekly reviews show which habits stuck. Try one this Sunday.Don’t use it for keywords. Apple says it should not be used that way, since it does not affect ranking.
What should you do next?
Rewrite your first sentence today, then read it alone and ask whether a stranger would know what your app does. The next time you ship, cut any keyword lists and prices from the description.
Then run your name, subtitle, and keyword field through the metadata checker. It covers those three fields, not the description, because they are where Apple says text relevance comes from.
Sources
Checked November 1, 2026. Vendor pages are claims, not Apple policy.
Frequently asked questions
How long can an App Store description be?
Apple limits the description to 4,000 characters. It is required, can be localized, and should be plain text with line breaks. Promotional text has a separate limit of 170 characters.
Does the App Store description support HTML, markdown, or bold text?
Apple says the description should be plain text with line breaks and that HTML is not supported. Apple's reference page does not mention markdown or bold, so expect those characters to appear as typed.
Does the App Store description affect search ranking?
Apple does not list it. Apple names the title, subtitle, keywords, and primary category for text relevance, and tells developers not to add unnecessary keywords to the description. Vendors disagree on whether it is indexed at all.
Can I change promotional text without releasing a new version?
Yes. Apple says you can update promotional text at any time without submitting a new version, and that it does not affect search ranking. The description changes when you submit a new version.
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