An App Store feature is an editorial placement chosen by Apple to give an app or game more visibility. Unlike Apple Ads or store rankings, featuring is an editorial decision.
Apps can be promoted on their own or as part of broader editorial content shared with other apps. The format, position and visibility of each feature can vary.
Today, Games and Apps
Today is the main entry point and is updated daily with the latest editorial stories. Games and Apps are denser views of their respective catalogs, with more collections and personalized recommendations. Featured apps and content can surface in more than one tab.
Featured Apps, Stories and Collections
Apple can promote an app on its own or alongside others. Stories add editorial context, while Collections bring apps and games together around a topic or theme and may be updated over time.
Cards are the visual entry points you see while browsing. A card can lead directly to an app or open a full Story or Collection. Not every app included in that content is visible on the card, so you need to open the feature to see everything behind it.
Not every feature receives the same visibility. Position and prominence vary, Today is refreshed daily, and personalized recommendations mean two people may not see the same content in the same place.
Features change by country
Apple curates the App Store by country and region. An app may appear in one storefront and not another, or receive different artwork, text, position or timing. A screenshot from one storefront does not show the full rollout.
Learn more about how App Store featuring varies by country.
How to monitor App Store features
With thousands of editorial placements spread across more than 170 storefronts, the App Store is difficult to navigate and monitor manually.
See how to know if your app is featured for the different ways to check and the coverage each provides.