Imagine your mobile application or game standing out among millions of competitors in the App Store, adorned with Apple's coveted "Editor's Choice" badge. For small and mid-sized developers with limited resources, this distinction represents more than just prestige—it serves as a powerful growth engine. Yet securing these prime placements remains fiercely competitive. What strategies can help your app catch Apple's attention?
The Substantial Benefits of App Store Features
Earning an App Store feature delivers tangible advantages across three key dimensions:
1. Exponential Download Growth
In the overcrowded App Store ecosystem, visibility remains the primary challenge. Even with optimal App Store Optimization (ASO) strategies, organic discovery proves difficult. A featured placement provides unparalleled exposure, often resulting in dramatic download spikes.
2. Higher-Quality User Acquisition
Featured apps attract more engaged users who demonstrate better retention and conversion metrics. These users typically discover apps through intentional exploration rather than impulsive downloads, resulting in deeper product understanding and loyalty.
3. Enhanced Brand Credibility
An Apple feature serves as a third-party endorsement of quality. Many prominent developers showcase these accolades in marketing materials, leveraging the psychological principle of social proof to boost conversion rates.
Understanding App Store Feature Locations
The App Store organizes features across four primary tabs:
1. Today Tab
This curated section presents daily highlights through editorial cards, including featured apps, games of the day, and thematic collections. The "Story of the Day" occupies prime real estate with immediate visibility upon store opening.
2. Games Tab
Game developers should focus on the rotating banner (4-11 slots) showcasing major updates, new releases, and special events. Secondary sections include "Recent Favorites" and "Must-Play" collections.
3. Apps Tab
Non-game applications appear in the top banner (4-8 slots) and categories like "Trending Now," "Editor's Choice," and "Monthly Highlights."
4. Search Tab
The "Suggested Apps" section (typically 16 listings) provides valuable exposure for discovery-focused users, with games often dominating this space.
Ten Proven Strategies for Securing Features
1. Design Excellence
Apple prioritizes apps demonstrating meticulous adherence to Human Interface Guidelines. Invest in polished UI/UX that aligns with Apple's design philosophy.
2. Early Adoption of Apple Technologies
Incorporating newly released frameworks (ARKit, Core ML, etc.) significantly increases feature potential. Monitor WWDC announcements and developer blogs for emerging opportunities.
3. Seasonal Content Strategy
Align major updates with holidays, cultural events, or Apple's thematic campaigns (back-to-school season, etc.). In-app events tied to these occasions often receive dedicated promotional space.
4. Comprehensive Localization
With 175 regional App Stores and 40 supported languages, localized apps gain advantage with local editorial teams. Prioritize markets with less competition if global localization proves challenging.
5. Optimized Product Page
Craft compelling assets including:
- Clear, descriptive app names
- Visually striking screenshots
- Demonstration videos highlighting unique functionality
6. Narrative Development
Editorial features emphasize storytelling. Develop compelling narratives around your development journey, problem-solving approach, or technological innovation.
7. Performance Metrics
While smaller apps occasionally secure features, strong download velocity and ratings (4.5+ average) improve chances. Implement proactive review management systems.
8. Relationship Building
Strategic networking approaches include:
- Securing coverage in Apple-followed tech publications
- Leveraging existing Apple contacts (review teams, sales reps)
- Professional outreach via LinkedIn to regional editors
- WWDC attendance for direct developer networking
9. Strategic Submission
The official recommendation request form requires:
- Concise version highlights
- Relevant external links (demo videos, press coverage)
- Marketing plan alignment
- Compelling origin story
Submit requests 6-8 weeks before planned campaigns or major updates.
10. Persistent Follow-Up
Given editorial workload, multiple thoughtful submissions may be necessary. Vary your narrative angles while maintaining quality standards.
Final Preparations
Upon receiving Apple's request for promotional assets, provide high-quality visual materials meeting specified guidelines. Monitor for unexpected traffic surges indicating unannounced features.
Remember that feature readiness extends beyond the application itself—ensure your infrastructure can handle potential traffic spikes and maintain service quality during increased visibility periods.