How to Write a Better App Store Subtitle
Write a clear 30-character App Store subtitle that supports discovery, differentiates the app, and improves install intent without keyword stuffing.
In this article
The subtitle is a 30-character positioning decision
Apple defines the subtitle as a concise summary displayed beneath the app name throughout the App Store, with a maximum length of 30 characters. It should add meaning that the title does not already provide: category, audience, use case, or outcome.
Treat it as both metadata and conversion copy. A searchable phrase that sounds unnatural can weaken trust, while a clever slogan with no category meaning wastes scarce discovery space.
Choose one job for the subtitle
Start with the highest-value job that is missing from the app name. If the title already contains “Budget Planner,” repeating budget or planner adds little. The subtitle could instead clarify the audience, workflow, or differentiator: “Shared budgets for couples.”
Category
Explain what the product is when the brand name cannot.
Audience
Name a valuable segment only when the product truly serves it.
Outcome
Describe a believable result without unsupported superlatives.
Use a relevance-first writing process
- Write the app's primary audience and completed outcome in plain language.
- List title words that should not be repeated without a reason.
- Choose one relevant keyword cluster from actual search and conversion evidence.
- Draft five subtitles using category, audience, and outcome variations.
- Remove vague adjectives, duplicated terms, and unsupported claims.
- Count characters and read each option next to the app name.
- Check that screenshots prove the chosen promise.
Use the App Store keyword research guide before selecting a term solely because a competitor uses it.
Before-and-after subtitle examples
| Weak | Stronger direction | Reason |
|---|---|---|
| The best way to focus | Focus timer for deep work | Names the tool and use case |
| Manage life better | Shared tasks for families | Defines audience and workflow |
| AI-powered productivity | Turn meeting notes into tasks | Explains what the AI accomplishes |
| Fast, simple and powerful | Scan receipts and track spend | Replaces adjectives with outcomes |
Every example is a writing pattern, not a recommendation to copy without checking the final 30-character limit and product fit.
What to avoid
Avoid generic praise such as “best,” “ultimate,” or “powerful” when it does not explain the app. Do not list unrelated keywords, copy a competitor's wording, make price claims that can change, or promise an outcome the product and screenshots cannot support.
Apple's metadata guidelines also matter. Keep the phrase accurate, appropriate, and distinct from other apps and companies.
Connect the subtitle to the rest of the page
The title introduces the app, the subtitle sharpens the promise, and the first screenshots should demonstrate it. Continue with the screenshot copywriting examples and place remaining discovery terms in the 100-byte keyword field.
FAQ
How long can an App Store subtitle be?
Apple currently limits the subtitle to 30 characters.
Should the subtitle repeat the app title?
Usually no. Use it to add category, audience, use-case, or outcome meaning that the title does not already provide.
Should an App Store subtitle contain a keyword?
It can contain a relevant keyword when the phrase remains natural and accurately describes the product.
When can the subtitle be updated?
Apple says the subtitle can be updated when submitting a new app version.
Continue your ASO workflow