Start with your product page: test it, and make versions for each audience before paying for ads.
Basics
How many people use the App Store?
More than 850 million people a week, in 175 countries and regions, by Apple's count for 2025.[1]
How do you get found on the App Store?
App Store optimization (ASO) starts with your product page: test it, and make a version for each audience and keyword.
| Tool | What it does |
|---|---|
| Product page optimization | Tests up to 3 versions of your icon, screenshots and previews for up to 90 days |
| Custom product pages | Up to 70 extra versions, each with its own link and its own keywords |
| Deep links | Send people from a custom page straight into the right part of your app (iOS 18 or later) |
Advanced
Can you advertise on the App Store?
Yes, with Apple Ads, on the Today tab, the Search tab, in search results and on product pages.
| Fact | Detail |
|---|---|
| Pricing | You set the most you'll pay per tap, and pay only for taps |
| Custom pages | Ads can show any of your custom product pages |
| Starter credit | Eligible new advertisers get a $100 credit |
How much does Apple keep?
15% on paid apps and in-app purchases if you join the Small Business Program, open to new developers and those with up to $1 million in proceeds the year before. Above that, the standard rate applies.[5]
Which paid options on the App Store are worth it?
Use the free tools first; pay for ads once your page converts. The order is our view.
| Option | Cost | What it buys |
|---|---|---|
| Product page tests and custom pages | Free | Better conversion from the visitors you already get |
| Small Business Program | Free to join | Apple keeps 15% instead of the standard rate |
| Apple Ads | Your budget, with a $100 starter credit | Visitors from search and the Today tab |
Where else should you claim your App Store name?
Wherever customers look for you next. Check it on the App Store, Google Play and the .com at once.