The Power of Being Featured
Getting featured on the App Store is one of the most impactful things that can happen to your app. A feature placement can drive tens of thousands of downloads in a single day, boost your search rankings, and establish credibility that lasts long after the feature ends.
But getting featured isn't random. Apple has a dedicated editorial team that curates featured content, and they look for specific qualities. Understanding what they value gives you the best chance of earning a spot.
What Apple Looks For
Apple's editorial team evaluates apps based on several criteria. Meeting these criteria doesn't guarantee a feature, but ignoring them virtually guarantees you won't get one.
Design Quality
This is Apple's number one priority. Your app must look and feel native to the platform. Use standard iOS patterns and Human Interface Guidelines. Support Dynamic Type, Dark Mode, and the latest screen sizes.
Apple wants to showcase apps that demonstrate the best of iOS. If your app looks like a web wrapper or uses outdated design patterns, it won't make the cut.
Technical Excellence
Your app should leverage Apple's latest technologies. This includes:
- SwiftUI: Apple loves seeing apps built with their latest frameworks
- Widgets: Home screen and lock screen widgets show platform commitment
- Live Activities: Real-time status updates on the lock screen
- App Intents: Siri shortcuts and Spotlight integration
- StoreKit 2: Modern in-app purchase implementation
You don't need to use every technology, but adopting relevant ones signals that you're invested in the Apple ecosystem.
Unique Value
Apple features apps that offer something genuinely useful or innovative. They're not interested in clones or me-too products. What makes your app different? What problem does it solve in a way nobody else does?
If you can articulate a clear, compelling answer to these questions, you're on the right track.
Polish and Attention to Detail
Small details matter. Smooth animations, thoughtful haptic feedback, well-crafted app icons, and polished onboarding flows all contribute to the overall impression of quality.
Test your app obsessively. Fix every visual glitch, every animation stutter, every edge case. The editorial team will notice.
Preparing Your App Store Listing
Before submitting a feature request, make sure your App Store listing is flawless.
Screenshots and Previews
Your screenshots should be stunning and professional. Use tools like AppFrame to create showcase images that highlight your app's design quality and key features. Apple's editorial team reviews your listing as part of their evaluation.
App Description
Write a clear, compelling description that explains what your app does and why it matters. Avoid hype and buzzwords. Be specific about features and benefits.
What's New
Keep your "What's New" section current and detailed. It shows the editorial team that you're actively developing and improving your app.
How to Submit a Feature Request
Apple provides an official form for feature nominations. Here's how to use it effectively:
Step 1: Visit the Self-Service Promotion Tool
Go to Apple's app promotion page and fill out the nomination form.
Step 2: Time It Right
Submit your request 2-4 weeks before a major update or launch. The editorial team plans content in advance, so last-minute submissions rarely work.
The best times to submit are around:
- Major app updates with significant new features
- Seasonal relevance (fitness apps in January, tax apps in March)
- Apple platform launches (new iOS version, new hardware)
- Award nominations or wins
Step 3: Tell a Compelling Story
The nomination form asks why your app deserves to be featured. Don't just list features. Tell the story of your app — who it's for, what problem it solves, and what makes it special.
Apple's editorial team writes stories about apps. Give them a narrative worth telling.
Step 4: Provide Press Materials
Include high-quality screenshots, app icon files, and any press coverage or awards. Make it easy for the editorial team to feature your app by providing everything they might need.
Increasing Your Chances
Beyond the basics, here are strategies that increase your likelihood of being featured:
Adopt New Technologies Early
When Apple announces new APIs at WWDC, be among the first to implement them. Apple loves showcasing apps that demonstrate new platform capabilities. Being an early adopter of WidgetKit, Live Activities, or App Intents significantly increases your visibility to the editorial team.
Build Relationships
Attend WWDC (in person or online), participate in Apple developer forums, and engage with Apple's developer community. While the editorial process is independent, being known in the developer community doesn't hurt.
Localize Your App
Apple features apps in region-specific editorial collections. If your app is well-localized for markets like Japan, Germany, or Brazil, you might get featured regionally even if you don't land a global feature.
Maintain Momentum
Apple prefers to feature apps with consistent update histories and engaged user bases. Regular updates, responsive customer support, and growing ratings signal a healthy, active app.
What Happens When You Get Featured
If your app gets selected for a feature, here's what to expect:
- Traffic spike: Downloads can increase 10-50x during the feature period
- Server load: Make sure your backend can handle the traffic surge
- Review volume: Expect a flood of new reviews, both positive and negative
- Ranking boost: Higher download velocity improves your search rankings
Prepare for success. Scale your servers, have customer support ready, and make sure your app is rock-solid before the feature goes live.
Even Without a Feature
Even if you don't get featured, applying these principles makes your app better. High design quality, technical excellence, and a polished listing improve your organic conversion rate regardless of editorial placement.
Focus on building the best possible app and presenting it beautifully. Features are the icing on the cake, not the cake itself.