What Does It Mean to Be Featured?
Being featured means Apple or Google editorial teams hand-pick your app to showcase in prominent placements within their stores. This can include the Today tab, featured collections, category highlights, seasonal spotlights, and banner placements.
A feature placement can drive tens of thousands to hundreds of thousands of downloads in a matter of days. For many indie developers, a single feature has been the inflection point that transformed their app's trajectory.
Types of Feature Placements
Apple App Store
- Today Tab Stories - In-depth editorial features with custom artwork
- App of the Day / Game of the Day - Premium single-app spotlight
- Featured Collections - Themed groups (e.g., "Apps for a Better Morning")
- Category Features - Highlighted within specific categories
- Search Tab Suggestions - Featured when users open the Search tab
- In-App Events - Time-limited events featured on your product page and in search
Google Play
- Editors' Choice - Curated collection of outstanding apps
- Featured on Google Play - Homepage and category placements
- Best of the Year - Annual awards and recognition
- New and Updated Apps - Visibility for fresh releases
- LiveOps - Promotional content and events featured on your listing
- Collections - Themed groupings curated by editors
What Editorial Teams Look For
Both Apple and Google have published their criteria, and they share common themes:
Design Quality
- Follows platform design guidelines (Human Interface Guidelines for iOS, Material Design for Android)
- Polished, professional UI with consistent visual language
- Smooth animations and transitions
- Excellent accessibility support
- Native platform features properly implemented
User Experience
- Intuitive onboarding that respects the user's time
- Stable performance with no crashes or major bugs
- Fast load times and responsive interactions
- Thoughtful error handling and empty states
Innovation
- Unique approach to solving a problem
- Creative use of platform capabilities (widgets, Shortcuts, Dynamic Island, App Clips)
- Features that demonstrate what the platform can do
- Novel interaction patterns or design concepts
Technical Excellence
- Uses latest platform APIs and SDKs
- Supports current device sizes and capabilities
- Implements new OS features (e.g., WidgetKit, Live Activities)
- Strong privacy practices and App Tracking Transparency compliance
Apps that adopt new platform features early (within the first few months of an OS release) are significantly more likely to be featured, as Apple and Google want to showcase their new capabilities.
How to Submit for Consideration
Apple
- Visit the Apple App Store Promote Your App page
- Fill out the self-nomination form with details about your app
- Include information about upcoming releases, unique features, and your story
- Submit at least 3-4 weeks before your desired feature date
- Apple does not guarantee responses or features
- Access the Google Play Console
- Navigate to the "Featured" section (or submit through the dedicated form)
- Provide details about what makes your app noteworthy
- Highlight any upcoming events, updates, or milestones
- Google also proactively discovers apps through their editorial process
Strategies to Increase Your Chances
Timing Your Submission
- Before major OS releases - Apps ready for new features get priority
- Before holidays and seasonal events - Editors plan themed collections
- Around product launches - New apps and major updates get more attention
- During awareness months - Health apps in Mental Health Awareness Month, etc.
Building a Feature-Worthy App
| Factor | Action |
|---|---|
| Design | Invest in professional UI/UX design |
| Stability | Maintain a crash rate under 0.1% |
| Ratings | Maintain 4.5+ stars with active review management |
| Platform adoption | Implement widgets, Shortcuts, or other new features |
| Accessibility | Support VoiceOver, Dynamic Type, and color contrast standards |
| Privacy | Minimize data collection, be transparent in privacy labels |
Building Relationships
- Attend WWDC and Google I/O (or their online equivalents)
- Engage with Apple and Google developer programs
- Participate in developer challenges and hackathons
- Share your development story publicly (blogs, social media)
- Join Apple's App Accelerator programs if available in your region
What to Do When You Get Featured
Being featured creates a massive traffic spike. Prepare in advance:
- Scale your backend - Feature traffic can be 10-50x normal volume
- Staff up support - New users will have questions and issues
- Monitor crash rates - A spike in crashes during a feature is devastating
- Optimize your listing - Your conversion rate matters more than ever
- Have a retention plan - Notifications, onboarding, and engagement features ready
What If You Do Not Get Featured?
Most apps never get featured, and that is okay. Features are a bonus, not a strategy. Focus on:
- Sustainable organic growth through ASO
- Paid acquisition with positive ROI
- Community building and word-of-mouth
- Content marketing and social presence
- Continuous product improvement