Updated ASO teardown, US App Store
Duet Display App Store optimization
A Productivity app's App Store page, taken apart: the screenshots and why each one helps people decide to download, the icon and design system, and an ASO score out of 100.
- Est. monthly downloads
- 20K+0.2% vs previous month
- Est. monthly revenue
- $50K+0.3% vs previous month
- Est. revenue ÷ downloads
- $2.50
- Rating
- 4.4★48.8K ratings
Downloads and revenue are third-party est. for the US App Store, latest month vs the month before. Revenue includes renewals, so revenue ÷ downloads is a rough ratio, not what a new user pays. Estimates as of ; rating and dates from the App Store, .
Screenshots and why they convert
3 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
Use your iPhone or iPad as a second display
- second displaynot in name
- What it shows
- A laptop with a phone standing next to it on the desk. The phone extends the laptop's desktop and shows a to-do window.
- Why it converts
- Answers what the app does in one frame, with the device pairing shown rather than described. The caption names the feature people look for. The text is dark on white and large, so it stays readable when small.
#2In search results
With touch. With Mac or PC. And with zero lag.
- macnot in name
- pcnot in name
- What it shows
- A Windows laptop with a phone beside it showing a weather screen. The caption lists touch, Mac or PC, and zero lag.
- Why it converts
- Removes two likely doubts: whether it works on a PC and whether it feels slow. “Zero lag” is the app's own claim. The layout repeats the first image, so the pair reads as one story.
#3In search results
- What it shows
- A dark blurred background with press logos and short quotes, such as “feels like magic” and “lag free”. A Guardian line reads “Best iPad Apps of the Year”.
- Why it converts
- Gives outside voices after the feature images. Named outlets are specific, and the quotes support the same points as the captions. The quotes are the app's own selection, and are unverified.
Icon and design system
What makes the page read as one brand at a glance.
- One letter, the app's initial, as the single symbol. It is simple and clean.
- It says nothing about displays or screens, so the name and screenshots must explain what the app does.
- No fine detail, so it holds up at small sizes.
- 01
Device pairing in frame
The two feature images show a computer and a phone side by side. The viewer sees the setup before reading the caption.
- 02
Captions answer doubts
The second image lists touch, Mac or PC, and zero lag. These phrases answer questions a buyer may have.
- 03
Press quotes as a closing image
Logos and short quotes from named outlets fill one image. The sources are specific, not a vague claim.
- 04
Text on the right, device on the left
The first two images use the same split and the same dark text on white. The third switches to a dark background.
- 05
Captions use feature words
“Second display”, “touch”, “Mac” and “PC” are words people use when they look for this kind of tool.
ASO score breakdown
60 of 100 points. The full rule is under “How the ASO score works” below.
- App name4 / 25
- Uses 12 of 30 characters4/10
- Brand + keyword phrase0/10
- Keywords fill half the name or more0/5
- Screenshots25 / 35
- Caption on every screenshot3.3/5
- Each caption names a feature people search for6.7/10
- First screenshot shows the main use5/5
- One consistent design system0/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings16 / 25
- 4.4 average (full marks at 4.8)7.5/15
- 48,826 ratings (full marks at 100,000)8.4/10
- Freshness15 / 15
- Last update 14 days ago (full marks within 30)15/15
Where the points are
- Use the rest of the app name+21 pts
18 characters are free. Add the next most important search term.
- Ask happy users for a rating+9 pts
4.4 stars from 48,826 ratings. Apple's in-app rating prompt can be shown up to 3 times a year; show it right after a user finishes something in the app.
- Check caption terms against your subtitle and keywords
3 caption terms aren't in the app name: second display, mac, pc. Captions don't count for search; the subtitle and the 100-character keyword field do.
Apply it to your app
A checklist for your next product page update.
- Show the main use in screenshot 1, with the devices or screens involved.
- Name the feature in the caption using words your users use.
- List the platforms you support, so visitors do not have to guess.
- Answer one doubt per phrase, such as speed or compatibility.
- Quote named outlets, not vague praise, and only quote what is real.
- Keep one layout across images, and mark any change on purpose.
How the ASO score works
- 01
App name, 25 points
Up to 10 for how much of Apple's 30 characters it uses, 10 for a brand + keyword structure, 5 when keywords fill half the name or more.
- 02
Screenshots, 35 points
Captions on every image, captions that name searched features, a first screenshot that shows the main use, one design system, readability at search size, and a trust signal.
- 03
Ratings, 25 points
Up to 15 for the average (from 4.0, full marks at 4.8) and 10 for the count (from 1,000, full marks at 100,000 ratings).
- 04
Freshness, 15 points
Full marks for an update in the last 30 days, falling to zero at 180 days. 85+ is excellent, 70+ strong, 50+ fair.
Common questions
What is an ASO score?
A 100-point check of the parts of an App Store page you control: the app name, screenshots, ratings and how recently the app was updated. It's our own scoring rule, shown in full on this page, not a number from Apple. Use it to compare your page with apps that already sell well in your category.
How long can an app name be on the App Store?
30 characters. Apple also gives you a 30-character subtitle and a 100-character keyword field for more terms.
Which screenshots show up in App Store search results?
The first one to three, when the app has no preview video. That's why the first three should cover the main reasons people download. Duet Display uses them for second display and mac.
How many screenshots can an iPhone app have?
Up to 10 per device size. Apple recommends focusing each screenshot after the first on one main benefit or feature. Duet Display uses 3.
Where do the download and revenue numbers come from?
They're third-party estimates for the US App Store, not figures reported by the developer. Treat them as a sense of scale. Growth compares the latest month with the month before.
Do screenshot captions help an app rank in search?
Apple says search results use text matches in the app name, subtitle, keywords and primary category, plus user behavior such as downloads, ratings and reviews. Captions aren't on that list: they help people who already see the app decide to download. When a caption names something people search for, put that term in the keyword field too.
Where the numbers come from
- Apple: Creating your product page
- App name limit (30 characters), up to 10 screenshots, the first one to three shown in search results, keyword field.
- Apple: App Store search
- Search results use text relevance (name, subtitle, keywords, primary category) and user behavior (downloads, ratings, reviews).
- Apple: Ratings, reviews and responses
- The in-app rating prompt can be shown up to three times in a 365-day period.
- Duet Display on the App Store
- Name, developer, category, icon, screenshots, rating, release and update dates (US storefront), checked Nov 4, 2026.
- Downloads and revenue
- Third-party est. for the US App Store, latest month, pulled Oct 29, 2026. Not reported by the developer.
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