How to Get Featured on the App Store

You know there are millions of apps vying for people’s attention on the App Store. Thus, for some app developers, it can be super challenging to get an edge over other established apps.

Thankfully, the App Store has a way to help apps get better visibility on the platform. Introduced in November 2024, Apple’s “Featuring Nominations” gives app developers and marketers a better understanding of how they could grow their app’s impressions and downloads.

In the past, Apple has been highlighting various apps. However, not everyone actually has a clear idea of how featuring works. That changed everything when App Store Connect included a dedicated nomination dashboard. 

Through this change, developers can now proactively request featuring, be it for app launches, in-app events, or updates. What’s more, the updated App Store Connect for iOS comes with new features and tools that enable app developers to generate marketing assets, such as social media-ready images, to support successful nominations.

How featuring nominations work

Featuring nominations are submitted through the App Store Connect dashboard. You simply notify Apple’s editorial team whenever you want to feature new content, app launches, or updates. One crucial note you should remember is that you need to submit your nomination at least two weeks in advance and even up to three months ahead, to reach a wider featuring window. This gives both you and the editorial team sufficient lead time.

Once you submit your nomination, the editorial team will review your request. If approved, you’ll receive a notification confirming your nomination has been accepted.

Your nominated content may then be featured in Today tab collections, editorial stories, or as “App/Game of the Day.” These are prominent App Store placements that can instantly give your app a significant boost in impressions.

Step-by-step guide on submitting a nomination

It’s no secret that submitting a nomination doesn’t guarantee your app will be featured. If it worked that way, then everyone would get featured, and the nomination process would lose its effectiveness.

That’s why you need to make sure you present your app in a way that captures Apple’s editorial team’s attention. Don’t think of it as just filling out a form. It’s your chance to make a strong impression.

So, how exactly do you submit your nomination and increase your chances of approval? Here’s a detailed breakdown of the key steps you should follow:

Step 1: Access the Nominations Feature

• Log in to your App Store Connect account.
• From your app’s dashboard, find “FEATURING.” Under featuring, you’ll find “Nominations.”
• If this is your first time using the featuring feature, you should find the “Get Started” button. If present, you’ll also see an overview of any past nominations and the option to create new ones.

Be sure to keep track of all nomination drafts you made so you can easily update and resubmit them for future releases.

Step 2: Create a New Nomination

• Once you’re on the nomination tab, you’ll either find the “+ Create Nomination” button or the “Get Started” button if it’s your first nomination. Click on that button.
• You will be redirected to name your nomination. A pro tip is for you to use a clear, memorable title that summarizes what the nomination is about. A good example would be “Seasonal Update (Spring 25)” or “Lunar New Year Game Event.”
• The title is a great way not just for you to recognize your nomination, but also for Apple’s editorial team to quickly understand what your nomination is all about.

Step 3: Choose the nomination type

Apple currently accepts nominations for three categories:

1. New Content: You can choose this if your nomination is about new levels, features, or seasonal events.
2. App Enhancements: choose this if you have meaningful improvements or significant updates such as performance boosts, UI redesigns, or accessibility upgrades.
3. App Launch: choose this if you have brand-new apps entering the App Store or a pre-order 

Now, there might be some instances when your update spans multiple categories. For example, you have an app launch and an event. Choose the category that best aligns with Apple’s editorial storytelling.

Step 4: Select dates or date range

• Determine when you want to publish your nomination or the time frame of how long you want it to last.
• Choose a specific date if you’re going to have launches or single-day events. Choose a date range if you’re having seasonal promotions, staggered updates, or multi-day events.

Again, I want to remind you to submit your notification at least 2-3 weeks before your planned release or event.

Step 5: Add nomination details

After setting your publication date, it is time to really pitch your nomination and convince the team that you deserve the best spots in the App Store. Add more details to improve your chances of a positive evaluation from the editorial team.

Here are some of the things you’ll need:

• Related Apps: Link up to 10 apps from your developer account if they’re connected or relevant.
• Platforms: Choose the platforms your app supports. (Note: for in-app event nominations, only iPhone and iPad apps are eligible.)
• Relevant Countries or Regions: Specify the locations where you’d like your nomination to appear.
• Localizations: Select the languages your app supports so Apple can match your nomination with the right audience.
• In-App events: If your app already has an approved or published in-app event, attach it to strengthen your submission.
• Additional materials: Add up to five URLs that showcase supporting content (e.g., promo videos, artwork, press kits, TestFlight links).
• Helpful details: Use this field to highlight what makes your app stand out: unique features, your team’s story, accessibility upgrades, or anything that aligns with Apple’s editorial focus.

Remember, you’re trying to convince the team to approve your notification. Thus, frame your nomination details in a way that highlights user benefits.

Step 6: (Optional) Submit Bulk Nominations via CSV

After providing all the needed information and reviewing your details, you can prepare a CSV file with nomination details. This is especially useful when you are managing multiple apps or you have various events.

The CSV submission is ideal if you are part of a larger studio. If you’re just submitting an individual nomination, you can save it as a draft for further editing before submission.

Even when you are submitting multiple nominations, be sure to make each of them as distinct and compelling. Avoid cookie-cutter text that will make your nomination look average.

Step 7: Review and Submit

Before submitting, review and double-check all the details you have provided. Make sure that your details, such as timing, title, and narrative, are accurate.

After submission, you can go back to the App Store Connect, where you can review the status of your nomination. Think of this as having a press pitch, because it truly is. So, polish every detail.

Step 8: After Submission

If your app is selected, congratulations! You’ll receive a notification in the App Store, confirming the success of your nomination. What’s amazing is that you’ll receive marketing assets, specifically the “Promote Your App” tools, to help you create promotional materials for your featuring slot.

Once you are all set, move quickly. While getting featured is an exciting way to boost your visibility, it often doesn’t last long.

Best practices and expert tips

Submitting a nomination is just half of the work. What’s really important is how well your app aligns with Apple’s editorial standards. So, let me further help you by sharing proven best practices to boost your chances of being featured:

1. Submit early and strategically

As mentioned, you should at least have 2 weeks of lead time; the longer, the better. Some app developers even have a lead time of up to 3 months.

Moreover, take into consideration seasonal events, holidays, and cultural moments. Better yet, prepare a nomination calendar that syncs with your product roadmap, so you avoid missing any golden opportunity for your app. 

2. Prioritize app quality

It’s understandable that Apple wants to feature the best apps. So, make sure your app is of high quality. Remove any bugs, polish your design, and optimize performance. Your app should be fully functional across devices.

3. Leverage App Store Optimization (ASO)

Don’t forget ASO. This is the perfect time to increase your chances of being featured through ASO. So, use compelling visuals, improve localized metadata, and keep a consistent branding.

4. Tell a strong story

A story is what gives your nomination a soul. It’s not just a note, but Apple indeed values storytelling. So, share why your app exists, what problem it solves, its unique backstory, and showcase human impact.

5. Align with Apple’s values

It pays to know more about what Apple values. Apple loves innovation, accessibility, aesthetic excellence, and privacy-first design. When you align your nomination with these values, you should have a greater chance of being featured.

6. Optimize Submission Style

Whether you’re sending bulk submissions or individualized nominations, be sure to write concise and compelling copy. Use bullet points and strong headlines that highlight the beauty and benefits of your app.

7. Market Beyond the App Store

When you finally get featured, take advantage of Apple’s auto-generated marketing assets to promote your app on social media, press releases, and your website. Track key performance indicators so you can understand the impact of the feature. You can then use the data you gathered to improve future nominations.

So, I just want to emphasize this: getting featured on the App Store isn’t about luck. It’s about deliberate planning, storytelling, and aligning with Apple’s editorial vision. 

Get Featured Now

Applying for a featuring nomination and getting featured brings great benefits. But there are just so many things to know and understand in this exciting process.

So, if you want to truly get the most out of the featuring nomination feature of the App Store, you’ll surely be glad to work with us.

ShyftUp is the leading user acquisition agency that helps you understand how the nomination works. They can work with you to increase your chances of getting featured. Aside from that, with their years of experience and unmatched expertise, they can create effective App Store marketing strategies.

You won’t know how ShyftUp can help until you get in touch with them. So, contact ShyftUp today and book a call!