App subtitle (iOS)
The app subtitle is a short line — up to 30 characters — that appears directly beneath your app’s title on the App Store. It is iOS-specific, it is indexed for search, and it is widely treated as the second-strongest ranking field after the title. That makes it a dual-purpose slot: a place to add high-value keywords you couldn’t fit in the title, and a concise value statement that helps a browsing user understand the app at a glance. With only 30 characters, every word is a trade-off between ranking and clarity.
- The subtitle is an iOS field of up to 30 characters, shown beneath the app title on the product page.
- It is indexed for search and is generally the second-strongest ranking field after the title.
- It serves two jobs at once: adding high-value keywords and giving a concise, human-readable value statement.
- It is not the same as Google Play’s short description (which is 80 characters and Android-specific), though they play a similar role.
- Changing the subtitle requires submitting an app update — it’s not editable on the fly like iOS promotional text.
What the subtitle is and why it matters
On the App Store, the subtitle sits just under the title and is one of the few fields Apple indexes for keyword search. Because the title carries your brand and is even more tightly limited, the subtitle is often where your most important non-brand keywords go — it’s the strongest place after the title to tell the algorithm what your app is about. At the same time, it’s visible to every user who lands on the page, so it has to read as a clear, compelling value line, not a keyword dump.
It’s iOS-only. Google Play has no direct subtitle; its analogous field is the 80-character short description, which is also indexed and shown prominently. So the subtitle is part of why the same app needs different metadata on each store.
- Up to 30 characters, shown beneath the title; iOS-specific.
- Indexed for search — generally the second-strongest field after the title.
- Google Play’s closest equivalent is the 80-character short description.
How to write a strong subtitle
A good subtitle balances two goals in 30 characters: include your highest-value keywords that didn’t fit in the title, and read as a clear benefit a human understands instantly. Avoid repeating words already in the title (that wastes indexed space), avoid a comma-separated keyword list (it reads as spam and converts poorly), and lead with the benefit or the job your app does. Because iOS counts UTF-8 bytes, multi-byte languages consume the 30-character budget faster, so localized subtitles need their own tight choices.
Remember that changing the subtitle requires an app submission — unlike promotional text, which Apple lets you edit without a new version — so plan subtitle changes alongside your release cycle.
- Add high-value keywords not already in the title; don’t repeat title words.
- Read as a clear benefit, not a comma-separated keyword list.
- iOS counts bytes — multi-byte languages fill the 30 faster; plan localized subtitles tightly.
Frequently asked questions
What is the app subtitle on the App Store?
It’s a line of up to 30 characters shown beneath your app’s title on the App Store product page. It’s iOS-specific, indexed for search, and generally the second-strongest ranking field after the title — used both to add keywords and to state your value concisely.
How long can an app subtitle be?
Up to 30 characters on the App Store. Because iOS counts UTF-8 bytes, multi-byte languages (such as Japanese or German umlauts) use the budget faster, so localized subtitles hold fewer visible characters.
Is the subtitle the same as Google Play’s short description?
They play a similar role but aren’t the same. The subtitle is an iOS field of 30 characters; Google Play’s short description is an Android field of 80 characters. Both are indexed and shown prominently, but they’re separate fields with different limits.
Can I change my app subtitle anytime?
No — changing the subtitle requires submitting an app update, unlike iOS promotional text, which Apple lets you edit without a new version. Plan subtitle changes alongside your release cycle.
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