What is the App Store description limit?
4,000 characters, in plain text. App Store Connect Help says the description is limited to 4000 characters, with line breaks as needed. HTML isn't supported, so tags show up as typed. The counter warns you if it sees any.
What should an App Store description say?
Apple's product page guide describes the ideal as a concise, informative paragraph followed by a short list of main features, in your brand's tone and your audience's words.
- The first sentence matters most. It's what people read without tapping "more".
- Accolades go at the end, or in the promotional text.
- Leave out prices. Pricing is already on the product page, and a price in the text may be wrong in other regions.
- Don't stuff keywords. Apple says not to add unnecessary keywords to the description to improve search results.
Can you change the description without an update?
No, only with a new version. For news you want to share more often, Apple points you to promotional text instead.
Do you need all 4,000 characters?
No. The limit is a ceiling, not a target, and Apple's own advice is a paragraph and a short list. Use what it takes to say what the app does and why someone would want it.