App Store And Google Play: Key Things You Need To Know To Launch An App

According to Statista, the global spending in the Apple App Store and Google Play reached 40 billion USD in the first quarter of 2025. Posting your app on any (preferably both) of these platforms is very lucrative. However, each platform has extensive guidelines, which can often be difficult to navigate. How do you launch your app on these platforms? What are the rules, and what are the strategies, especially in optimization and promotion? We want to discuss these topics and give advice to those seeking to place their apps on the App Store (Apple) and Google Play.

What Is the Difference?

There are a lot of differences between the two stores. Here are a few that matter the most when launching an app.

App Approval in the App Store and Google Play

• Google Play is less strict in its review practices, and it allows for more diversity and experimentation. The App Store is arguably more demanding toward apps as it selects them.
• In the App Store, humans review the submissions, and automation also plays a part. In Google Play, the focus is on automation, although human supervision is also used.
• There is more competition on Google Play, which means better visibility on Apple’s App Store. However, it is more difficult to enter the App Store.

Financial Information 

• Google requires a one-time fee of $25 USD to place your apps on Google Play. Apple charges $99 USD annually for the Apple Developer Program.
• The commission of both Google and Apple amounts to up to 30% of your earnings.
• According to a report by MobileAction, App Store users are more likely to purchase apps and subscriptions. Freemium apps and apps with ads are more successful on Google Play.
• Apple’s users spend more, but Google Play has more users, which makes both attractive as a means of earning from mobile apps.

Optimization Differences

• The App Store does not crawl the long description — unlike Google Play. However, the App Store has a hidden keyword field (100 characters), and its algorithm does use the title and subtitle.
• The title cannot exceed 30 characters on both platforms. Apple also has a 30-character subtitle, while Google offers an 80-character short description. Apple has a 170-character promotional text. Both have descriptions that can have up to  4,000 characters.
• Recent reviews matter more for Google Play than older ones. Apple can reset ratings after an update.

Media

• The App Store displays 3 screenshots right in the search results, which makes them especially useful. Google shows 8 screenshots on the app page. The App Store allows you to upload 10 screenshots in total. In other words, both platforms use screenshots, but they are slightly more important for Apple.
• Both stores have the option of including videos, but Apple limits them to 30 seconds. Google Play, on the other hand, allows 2-minute videos.

Requirements

The App Store and Google Play uphold specific standards that determine if they accept your app or not. It is best to study them yourself, but they are fairly extensive. That is why we offer a condensed version of the requirements of both platforms below.

Apple Requirements

Apple prides itself on ensuring a safe experience for all users. The requrements for apps posted by the App Store are strict. But a large portion of them can be condensed into the following points.

• The App Store does not allow offensive or upsetting content, especially when it is intended to offend and upset or encourage illegal behavior and violence.
• The App Store does not allow false and misleading information.
• User-Generated Content should have the means of filtering, reporting, and blocking harmful content generated by users.
• Apps should not involve any risk of physical harm. For example, drug dosage calculators may recieve greater scrutiny.
• Proper data security is mandatory.
• All metadata (for example, description and screenshots) should be accurate and reflect the experience of the app’s user. That implies the need to update metadata in a timely manner. Additionally, all the metadata should adhere to the 4+ rating.
• The store prohibits hidden features; everything, especially in-app transactions, should be clear from the metadata.
• The app should have an appropriate category.
• Age rating questions should be answered accurately.
• Apps should not harm the hardware or software of the devices that use them. They should also be energy-efficient.
• Apps should work on the current version of the iOS, which calls for updates when it changes. 
• The App Store does not allow fake reviews and rating inflation.
• Apps should follow the legislation of the location they are available at.

There are more requirements, for example, on how apps can be monetized. There also exist specific types of apps, including gambling, which may have additional clauses. You can find the full list here.

Google Play Requirements

Google has a Developer Content Policy. Here is a very short summary of its key points.

• Google Play does not allow inappropriate or illegal content. 
• There should be a means of monitoring and reporting User Generated Content.
• Google prohibits impersonation on the part of the developer. Attempts to mislead users are forbidden.
• Intellectual property rights should be protected. 
• Google Play’s age restrictions are in line with the International Age Rating Coalition.
• False reviews and attempts to inflate the app’s rating are prohibited.
• The metadata should accurately reflect the specifics of the app.
• The app should not harm user devices. 

Comparing the Requirements in the App Store and Google Play

One could argue that the requirements on both platforms are similar. They are clearly aimed at protecting the users of the App Store and Google Play. They both prohibit illegal and questionable content, require honesty, and follow age restrictions. The rules are very common-sense. However, they are quite extensive for both platforms. If you want to publish an app on either of the platforms, you need to study them carefully.

Optimization for the App Store and Google Play

App Store Optimization (ASO) is relevant for both stores. However, their differences mean that diverse approaches can and should be used for the App Store and Google Play.

App Store

For the App Store, the following key aspects of optimization are important. 

Metadata

• The app’s title is the main ASO element in the App Store, which means that it needs to use 1-2 keywords in addition to describing the app and what it does. Remember that you only have 30 characters for that!
• The subtitle (30 characters as well) is important, but it is not as crucial for Apple’s ASO as the title. It also needs keywords, and they would preferably appear at the beginning of this element. Otherwise, they might be cut off on some devices. The subtitle should also explain the purpose of the app.
• The hidden 100-character keyword field is as important as the subtitle, which means that it is less valuable than the title. It is still crucial to fill out. 
• The 4,000-character description is not indexed by the App Store, but it is still helpful for converting visitors to buyers. Information about features and benefits should be included here. Case studies can also be useful. Additionally, the description can include answers to your FAQ. 
• The “What’s new” section is not indexed, but it can be used to announce new features.
• It is not helpful to repeat keywords in the metadata. In fact, the algorithm penalizes you for spamming one and the same keyword.
• It is crucial to use A/B tests to figure out which combination of keywords and media works best. This type of tests require randomly showing the previous and new version of the app’s page to users to check which one drives more engagement. If financially feasible, these tests are an amazing tool.

Your Brand

• Use ASO to build your reputation. In particular, use your brand name instead of a personal one. This way, all the replies to reviews will be associated with your brand. 
• Replying to reviews is a very good practice. 
• Create a prompt for reviews and ratings in your app. For best results, include that prompt after a positive event, for example, after a win if your app is a game. 

Media

• Include an icon, which follows the rules of the service while representing your brand, standing out, and (if possible) demonstrating your app’s specifics.
• Use visually appealing screenshots, especially the first three that appear in search results. 
• Screenshots should be attractive in both dark and light modes. 
• Focus on the first 10 seconds of the video (if you add it) since most users only watch that much. 
• Captions can be a good idea for videos because they start on mute automatically.
• Translations might help with penetrating different markets, including the ones where English is not the main language.

Google Play

ASO for Google play is similar in many ways, and here are its key aspects.

Algorithm

• Google crawls the title and short and long descriptions, so all of them need to be optimized with keywords. However, the title holds the most weight. In addition, users rarely look through the full description, which is why its first few sentences are usually the focus.
• Like for the App Store, the title is the most important part in terms of ASO.
• The long description requires a good structure for a higher ranking.
• User engagement also plays a part in the algorithm. The app listing should encourage downloads, and the app should keep users engaged. 
• Additionally, it is important not to misrepresent the app in the listing. If the app does not live up to the user’s expectations, they might delete it immediately. The algorithm will notice that and treat it as an issue. 
• The algorithm also takes into account reviews and ratings, with apps rated below 3 stars losing visibility. It is good practice to encourage positive reviews by requesting one after a success on the user’s part. It is also necessary to respond to reviews.
• In the Google Play Console, there is a section called Android Vitals. It shows how well the app performs and whether it causes crashes or other issues. It is important to view Android Vitals and fix any problems because apps with technical issues lose visibility.
• Apps with regular updates rank higher in search results for Google Play.
• Keywords should not be repeated or break the flow of the text.
• The algorithm also pays attention to the in-game engagement, especially when it leads to monetization.

Media

• A good icon stands out but is also clean, simple, and on-brand.
• Screenshots are crucial, but the first three screenshots are the most important ones since users do not usually look through all of the media presented for the app.
• Short videos (up to 30 seconds) are recommended for the same reason.
• If you choose to include it, your video will be the first thing a potential user sees on the app’s page. As a result, it needs to be very informative and useful.
• The video should ideally work without sound because many users do not enable it. 
• If you do not add a video, the screenshots are the first thing the potential user sees. That is why it is important to make them very appealing.

Other

• Translating and adjusting your listings for regional audiences is a good idea. 
• A/B testing and/or conversion rate testing help understand which ASO elements work the best.
• Using Google Play Promotional Content is recommended. It allows promoting events, limited time offers and updates. It increases the visibility of the app.

Comparing ASO in the App Store and Google Play

The Apple App Store and Google Play have some similarities in their ASO recommendations. Both require media, and both recommend adjusting the listings for different markets. A/B testing and other methods of determining whether a particular ASO strategy works are also suggested by both. In addition, they offer promotional services, and ratings and reviews are important for them. Their main differences are in the algorithm, and app creators need to be aware of that. The App Store algorithm does not take into account descriptions but uses screenshots in search results, unlike Google. That is important to know when creating metadata. Promotion is tied to optimization, which needs to be very well-thought out and holistic. 

Our experience shows that most users won’t consider downloading apps with less than 4-star ratings.

Gabriel Kuriata, App Radar

Promotion in the App Store and Google Play

We do not know for sure how the algorithms of the two stores work, but we know enough to make a few recommendations. Promotion of your app on the Apple App Store and Google Play is similar in many regards. That is because app promotion in general follows a few recommendations.

• SEO is crucial in encouraging organic traffic as opposed to paid advertising. It is not free; you will spend a lot of time, resources, and effort on your SEO. Search Engine Optimization and App Store Optimization help to make the app visible. We have already pointed out that the Apple App Store and Google Play use metadata, which requires keywords. Selecting keywords is an ongoing process; you need to invest in keyword research for that. Following keyword search is copywriting and media creation, which also require a lot of resources. All of this results in organic traffic and better ranking.
• Design of the page is also crucial in attracting organic traffic. Icons are very important, and they need to reflect your brand. A promo video that is short and to the point is also a major advantage to have.
• Screen size optimization is a very important part of promotion. While both Apple and Google focus on mobile devices, those vary in sizes. As a result, you need to accommodate a variety of screens. 
• You need to update your app frequently. Updated apps rank higher in search.
• Ratings and reviews are very important. They show the App Store and Google Play that your app is relevant and engaged with. Therefore, you need to encourage users to leave reviews.

In Conclusion

The Apple App Store and Google Play are similar in many ways. Both try to maintain a level of quality in the apps that they publish. However, Apple appears to be more restrictive while Google offers a little more flexibility. In addition, their algorithms are different. If you want to publish your app with any of them, you need to be familiar with their requirements and different strategies that would work for them.