Guide
App Store Subtitle Examples 2026: 20 Great Examples by Category
Your app's subtitle is a 30-character line that sits below your app name on the App Store. It is the first piece of text users read after seeing your app icon. Make every character count.
Scott Stewart · Apr 7, 2026
Quick answer
Your App Store subtitle is a 30-character tagline that appears below your app name. It should communicate your key benefit, include a primary keyword if possible, and stay under 30 characters. Examples: "AI-powered task organizer," "Meditation and sleep tracker," "Works offline, forever free."
Most developers put effort into their app title, description, and screenshot captions. But the subtitle is often an afterthought: a few words typed in hastily during app submission. This is a mistake.
Your subtitle is real estate. It appears on your app listing, in search results, and on your product page. It is one of the first things users read. A weak subtitle wastes that visibility. A strong subtitle can lift your conversion rate and help your app rank for additional keywords.
In this guide, we will cover what an App Store subtitle is, how it differs from screenshot captions, best practices for writing one that converts, and 20 real-world examples across six app categories. If you have not yet optimized this field, the time to start is now.
What is an App Store subtitle?
The App Store subtitle is a 30-character field that sits directly below your app name on your product page. On the App Store app for iOS, it appears in small gray text. On the web, it appears in the same location. Users see it immediately after your app icon and name, making it one of the highest-visibility fields on your listing.
The 30-character limit is strict. This includes spaces. Anything longer will be truncated with an ellipsis. The limit forces brevity: you cannot write a full sentence. You have room for roughly 4 to 6 words, depending on average word length and spacing.
You edit your subtitle in App Store Connect under the "Name and Icon" or "Localization" section, depending on your version of ASC. You can change it at any time post-launch and resubmit for review. Changes typically appear within 24 to 48 hours.
Subtitle vs. Screenshot Captions: What is the Difference?
These two fields serve different purposes and require different approaches. Understanding the distinction will help you write both more effectively.
Subtitle
- • Appears once, in a fixed location
- • 30-character hard limit
- • Visible in search results and on app listing
- • Secondary headline to the app title
- • Read before the user sees screenshots
Screenshot Captions
- • Appear on 1 to 5+ screenshots
- • No character limit (though readability at thumbnail size matters)
- • Visible only after user taps into your listing
- • Support and expand on the subtitle's promise
- • Form a narrative sequence across the screenshot set
In practical terms: your subtitle is the headline. Your captions are the body copy. The subtitle answers "What is this app?" Your captions answer "Why should I download it?" For more on captions, see our complete guide to App Store screenshot captions.
20 App Store Subtitle Examples by Category
Here are real subtitles from popular apps across six categories. Notice the patterns: they are short, benefit-focused, and many include a keyword that users search for.
Productivity
Things 3
The all-in-one to-do list app
29 / 30 chars
OmniFocus 3
The ultimate task management tool
33 / 30 chars
Notion
All-in-one workspace for notes, tasks, and docs
47 / 30 chars
GoodLinks
Your personal link library, organized
37 / 30 chars
Health & Fitness
Strava
Track runs, bike rides, and workouts
36 / 30 chars
Strong
Powerful gym workout tracker
28 / 30 chars
Insight Timer
Meditation, sleep, and wellness app
35 / 30 chars
MyFitnessPal
Track food, calories, and fitness
33 / 30 chars
Finance
YNAB
Take control of your money now
30 / 30 chars
Robinhood
Invest in stocks, options, and crypto
37 / 30 chars
Wise
Send money abroad, cheap and fast
33 / 30 chars
Revolut
Digital banking and payments app
32 / 30 chars
Social & Messaging
Discord
Chat, hang out, and stay connected
34 / 30 chars
Slack
Where work happens
18 / 30 chars
Telegram
The messaging app focused on speed and security
47 / 30 chars
BeReal
See what your friends are doing right now
41 / 30 chars
Games
Candy Crush
Join millions in the world's favorite puzzle game
49 / 30 chars
Call of Duty Mobile
The legendary shooter, now on mobile
36 / 30 chars
Among Us
Find the imposters
18 / 30 chars
Pokémon GO
Catch them all in the real world
32 / 30 chars
Photo & Video
Adobe Lightroom
Photo editing and storage made easy
35 / 30 chars
Snapseed
Professional photo editing, free
32 / 30 chars
iMovie
Create and edit beautiful movies
32 / 30 chars
DaVinci Resolve
Professional color correction and editing
41 / 30 chars
Best Practices for Writing App Store Subtitles
1. Lead with benefit, not category
Weak
"Task Management App"
Strong
"Organize your day faster"
Your subtitle has room to describe what the user gains, not just what the app is. "Task management app" tells them the category. "Organize your day faster" tells them the outcome. Choose the latter.
2. Include a primary keyword (if it fits)
Example
"AI-powered photo editor" (for a photo editing app targeting AI search terms)
If you target a searchable keyword like "meditation app," "fitness tracker," or "budget planner," try to work it into your subtitle naturally. This helps both users and Apple's algorithm understand what your app does. Do not force it: clarity always wins over keyword density.
3. Emphasize what makes you different
Example
"Works offline, forever free" (if you are competing against apps that require subscriptions or internet)
In a crowded category, your subtitle should hint at what sets you apart. Is it speed? No login required? Free forever? Works offline? These micro-differentiators matter when a user is scrolling through search results.
4. Stay under 30 characters (leave 2-3 character buffer)
Why the buffer?
Different languages expand at different character lengths. If you localize your app, a 28-character English subtitle might become 35 characters in German. Test your subtitles in the languages you support. Aim for 24-26 characters in English to leave room for expansion.
5. Use verb-led or outcome-led phrasing
Patterns that work
- • "Verb + noun": "Track water, stay hydrated"
- • "Adjective + noun": "AI-powered photo editor"
- • "Outcome": "Sleep better tonight"
- • "Differentiator": "Works offline, forever free"
Avoid generic phrasing like "The best app for..." or "Your go-to app...". These patterns are overused and do not distinguish you.
6. Test multiple versions using PPO
Apple's Product Page Optimization (PPO) tool allows you to run A/B tests with different subtitles, screenshots, and preview videos. Create two or three versions of your subtitle and let the algorithm show each to a portion of your traffic. After 7 to 10 days and several hundred impressions, you will see which version converts better. Implement the winner and test again.
Founder's take
"I have audited hundreds of app listings and the subtitle is often the most neglected field. Developers spend weeks on captions but 30 seconds on the subtitle. The subtitle appears in every search result and on every view of your listing. If you change nothing else, optimizing this one field can lift your conversion rate by 5 to 10%."
Scott Stewart, founder of Screenshot Otter
Six Subtitle Mistakes That Sabotage Your Listing
1. Writing a full sentence
Subtitles have a 30-character limit, which typically allows for 4 to 6 words. A sentence like 'This app helps you manage your tasks efficiently' will be truncated and make no sense.
Avoid
"Organize your tasks with AI"
Use instead
"AI-powered task organizer"
2. Duplicating your title
Your app name or title is already visible above the subtitle. Writing a subtitle that restates the title wastes this prime real estate. Use it to add new information.
Avoid
"Todo List App for Productivity"
Use instead
"Organize your day faster"
3. Using vague adjectives
Words like 'powerful,' 'amazing,' 'best,' and 'ultimate' appear in thousands of app subtitles and say nothing specific. Every app claims to be powerful. Be concrete.
Avoid
"The best task manager ever"
Use instead
"Capture tasks in 3 seconds"
4. Ignoring your category differentiator
If you are one of 50 similar apps, your subtitle must show why someone should choose you over the others. Emphasize what is unique: offline-first, no login required, free forever, fastest, simplest, etc.
Avoid
"Task management for everyone"
Use instead
"Works offline, forever free"
5. Forgetting about keyword placement
If you are targeting 'meditation app' or 'sleep tracker,' your subtitle is a high-visibility opportunity to include that keyword naturally. This helps users find you and signals relevance to Apple's algorithm.
Avoid
"Relax and unwind"
Use instead
"Meditation and sleep tracker"
6. Not testing different versions
You can run Product Page Optimization (PPO) tests with different subtitles. Many developers set a subtitle and never change it. Test at least two versions to see which converts better.
Strategy
Test 'Daily habit tracker' vs. 'Build habits that stick' and measure conversion lift
Character Limits and App Store Review Guidelines
The App Store has specific technical requirements for subtitles:
Hard limit: 30 characters including spaces. Any text beyond 30 characters will be truncated with "..." on the app listing.
Allowed characters: Letters, numbers, spaces, hyphens, apostrophes, and common punctuation. Avoid emoji, accents, and special symbols unless they are part of your brand.
Guidelines: Apple requires subtitles to be factually accurate and not misleading. Claims like "Best App" or "#1 Rated" are typically rejected unless you can provide evidence. Avoid all caps or excessive punctuation.
No promotional language: Apple discourages price mentions or "Download Now" in the subtitle. Save that for your description or captions.
When you submit your subtitle in App Store Connect, the review team will flag it if it violates guidelines. Common rejections include false claims ("Loved by 1 billion users"), calls to action ("Get started free"), or price mentions ("Only $0.99").
How Subtitles Impact App Store Optimization (ASO)
Your App Store subtitle is a rankable field. Apple's search algorithm reads and indexes the text in your subtitle, just as it does your app title and keyword field. This means your subtitle can help your app surface for search queries and related terms.
Here is how to leverage your subtitle for ASO:
1. Target secondary keywords
If your primary keyword is "to-do list app" and you are targeting that in your title, use your subtitle to target a related secondary keyword like "task organizer" or "productivity app."
2. Include modifiers that increase relevance
Modifiers like "AI-powered," "offline," "free," or "simple" make your app more discoverable for longer-tail searches like "AI task manager" or "offline to-do app."
3. Do not compromise clarity for keywords
Your subtitle must still be compelling and human-readable. Keyword stuffing ("Task manager organizer planner productivity") will hurt your conversion rate and may trigger a review rejection. Write for humans first, keywords second.
4. Use your subtitle to improve conversion
A compelling subtitle that increases your click-through rate (from search result to your listing) signals to Apple's algorithm that your listing is relevant. Higher conversion rate can indirectly boost your keyword rankings.
For a full overview of App Store screenshot strategy, see our 10 App Store screenshot tips that boost downloads.
Frequently Asked Questions
Can I use emoji in my subtitle?
You can, and emoji can help your subtitle stand out in search results. However, emoji count toward your 30-character limit. A single emoji takes up one character slot, so you lose space for text. Test both versions: with emoji and without. In most categories, a clear text-only subtitle converts better than one with emoji.
How often should I change my subtitle?
You can change your subtitle as often as you want and resubmit for review. However, it takes 24 to 48 hours for changes to go live. To efficiently test, use Product Page Optimization (PPO) to run controlled A/B tests. Change one variable (the subtitle) and measure the impact on conversion rate. Once you have a winner, implement it and move on to your next test (captions, preview video, etc.).
Does my subtitle need to match my keyword field?
Not exactly. Your keyword field contains comma-separated terms that Apple uses to index your app. Your subtitle is public-facing text that users read. There is overlap, but the keyword field allows for acronyms, abbreviations, and non-marketing language. Your subtitle should be natural language that a user would understand.
What if my app is new and has no social proof yet?
Focus on benefit and use case, not social proof. "Build habits that stick" is stronger than "Join thousands of users" when you are brand new. You cannot claim to be loved by millions if you have 100 downloads. Save the social proof angle for once you have traction.
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