App Store Changes Adds Keywords, Restricts Name Changes, Search May Ignore Description

If you’re developing or marketing an app for iOS, there’s a quiet shift happening behind the scenes—and it’s already affecting how people discover your app in the App Store.

Apple has recently updated its App Store search and metadata rules, and while some of these changes seem small, they carry serious implications for developers, product marketers, and ASO (App Store Optimization) strategists. I took some time to dig into these changes, test a few, and look at what industry insiders are seeing—and here’s everything you need to know.

What’s Actually Changed?

Here’s a quick summary of the three biggest changes Apple rolled out:

1. Keywords now play a bigger role in search rankings

2. App names are restricted and can’t be changed frequently

3. Search ranking seems to largely ignore the app description field now

Let’s unpack each one of these and why they matter more than they seem.

1. Keywords Have Become the Search Engine Powerhouse

Apple has always allowed developers to enter a 100-character string of keywords in App Store Connect. That field is hidden from users but used by Apple’s algorithm to decide which search terms your app should show up for.

Until recently, other fields like the app name and description had stronger weight. But now, Apple’s latest documentation confirms that keywords are getting priority again—and it’s starting to show in app ranking changes.

According to insights from the App Store Optimization team at AppTweak, well-optimized keywords are now outperforming less focused apps—even those with stronger download counts.

So what does this mean in practice?

• Stop stuffing keywords into your app name or subtitle

• Spend real time crafting your 100-character keyword list in App Store Connect

• Remove any duplicated keywords already in your app name or subtitle (Apple ignores them anyway)

For example, if you already have “budget planner” in your app title, don’t repeat it in the keyword field. Use that space to target related terms like “finance tracker” or “monthly expenses.”

2. App Names Are Getting Locked Down

Here’s the part that caught a lot of developers off guard: Apple is now restricting app name changes—and you only get one shot to get it right per version update.

Not only that, but your app name is now limited to 30 characters, and it has to reflect the actual function or identity of your app. No more adding “#1 Productivity App – Free Tools Inside” to your title just to get extra keyword traction.

Apple’s official guidelines now state clearly:

“Your app name should be unique, memorable, and relevant to the app’s functionality. Names that include generic descriptors or promotional phrases may be rejected.”

From an ASO standpoint, this forces you to:

• Choose a brandable name or literal functional name (e.g., “Calm” vs. “Sleep Tracker+ Meditation”)

• Stop relying on long, spammy titles

• Be strategic from the beginning, because renaming later is now harder

If your app is already live with a long or keyword-packed name, expect to make changes. In some cases, apps have reported being asked to shorten their titles or revise them before updates were approved.

3. Descriptions Are Being Ignored by Search

This one might surprise people the most: App Store search no longer indexes your description text for keyword ranking.

Apple hasn’t made a loud announcement, but several ASO platforms—including Sensor Tower and MobileAction—have shown that search visibility now comes almost entirely from:

• App name

• Subtitle

• Keyword field

The long app description now plays a role mostly in user conversion, not discovery. That means you can stop trying to rank for “photo editor for influencers” by repeating it 10 times in your app body copy.

Instead, focus your description on:

• Clarity (what does your app do?)

• Benefits and features (in bullet format if possible)

• Social proof (e.g., “Used by over 1 million creators”)

• Call to action (“Download now and start your first project for free”)

In short, write your description for humans—not the algorithm.

Why Is Apple Doing This?

From what I can tell, this move is about:

• Cleaning up spammy listings that were gaming the system

• Pushing developers to focus on quality content

• Reducing keyword overload in places where it annoyed users

There’s also likely a growing emphasis on App Store advertising (Apple Search Ads), where Apple would prefer developers use paid keywords for visibility rather than rely solely on on-page metadata.

How to Adjust Your App Strategy Now

If you haven’t checked your App Store listing in the last 30 days, this is your reminder. You’re probably leaving traffic (and conversions) on the table.

Here’s what I recommend:

✅ Revisit Your App Name

• Keep it under 30 characters

• Focus on brand or value clarity

• Cut out any words that feel like SEO fluff

✅ Rewrite Your Keyword Field

• Use non-repeating phrases

• Focus on intent-based search terms (what users would actually type)

• Separate keywords with commas, no spaces

✅ Polish Your Subtitle

• Use this space to complement your app name

• Include high-intent, non-duplicate keywords

• Keep it natural and benefit-driven

✅ Reframe Your Description

• Make it conversion-focused, not SEO-focused

• Lead with value, follow with features

• Break it up into short paragraphs and bullets

Table: Metadata Field Impact After the Update

Apple’s recent metadata changes are a big nudge for developers and marketers to clean up their App Store listings and focus on intent, not tricks.

Yes, the App Store search algorithm still feels like a black box in many ways—but one thing is clear: keywords now live in just a few fields, and if you don’t use them wisely, your app will be invisible no matter how good it is.

So if you haven’t already, now’s the time to audit your App Store page, realign your keyword strategy, and make sure your app name reflects what you’re actually offering. Visibility starts with relevance—and relevance now starts with the first 30 characters.