Updated ASO teardown, US App Store
Harvard Business Review App Store optimization
A Business 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
- 8K+2.7% vs previous month
- Est. monthly revenue
- $60K+0% vs previous month
- Est. revenue ÷ downloads
- $7.50
- Rating
- 4.7★14.3K 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
9 screenshots of up to 10, the first 6 shown here. The first 3 show in search results when there's no preview video.
#1In search results
Maximize your business knowledge with HBR insights.
- business knowledgenot in name
- insightsnot in name
- What it shows
- A blue background with an article card, “How to Capitalize on Generative AI”, tagged “In the Current Issue”, with a 13 min read label and the HBR shield logo.
- Why it converts
- Opens with a broad promise and a real article card, so a visitor sees what kind of content the app holds. The caption is general, though, and the app name is not in the main line.
#2In search results
- What it shows
- A phone tilted on the same blue background, showing a dated article feed with a photo of a person by a window and a bookmark icon. No caption is printed.
- Why it converts
- Continues the panorama from the first image, so the pair reads as one scene. With no caption, it adds little on its own if it appears alone in a swipe.
#3In search results
Tackle your toughest challenges with dozens of unique topics.
- topicsnot in name
- What it shows
- A “Personalize your reading” screen with a grid of topic chips such as Leadership, Strategy and Burnout. Several chips are selected, and a Save button sits below.
- Why it converts
- Shows that the visitor can choose topics, and the caption names “unique topics”. The chips list areas people look for, such as leadership and strategy. The screen is full of small text, so it is hard to read at thumbnail size.
#4
Get the latest insights from top experts and stay ahead of the curve.
- latest insightsnot in name
- What it shows
- A feed with a large “How to Capitalize on Generative AI” card on top, a colorful ring illustration and a bookmark icon, over other article rows.
- Why it converts
- The large card with an image shows the reading experience. “Latest insights” says what the feed offers, but “stay ahead of the curve” is a general phrase.
#5
Start your day with the Management Tip of the Day
- management tipnot in name
- What it shows
- A “Today's Tip” card, “Discovering Your Purpose”, with a More button and a hand-tap graphic, over a list of article rows.
- Why it converts
- Names a daily habit feature in the caption, which gives a visitor a reason to come back. The card is a concrete example of the tip.
#6
Simplify your business learning with HBR podcasts and audio articles.
- podcastsnot in name
- audio articlesnot in name
- What it shows
- An Audio tab with Articles and Podcasts switch, a featured “Women at Work” episode of 56 min, and a mini player at the bottom.
- Why it converts
- Shows a second way to use the app: listening. The caption names podcasts and audio articles, which are terms people look for. The player bar makes the feature feel real.
Icon and design system
What makes the page read as one brand at a glance.
- One mark, the HBR letters on a shield, with no extra detail. It is simple and bold.
- White on black has strong contrast, so it stays readable at small sizes.
- The icon is black and white, while the first screenshots use light blue. The two do not share a color.
- 01
Blue panorama, then dark set
The first two images share a light blue background that runs across both. The rest switch to a dark charcoal background, so the set uses two looks.
- 02
Real article cards as the hero
A large card with a title, subtitle and read time is pulled out of the phone frame. It shows the content, not just the interface.
- 03
Feature names in bold
Most captions use a light line and a bold phrase, such as “dozens of unique topics” and “Management Tip of the Day”. The bold part is the feature.
- 04
Most images show one feature
Topics, latest insights, daily tip and audio each get their own screenshot.
- 05
Small UI text stays small
The topic grid and feed rows use small type.
ASO score breakdown
60 of 100 points. The full rule is under “How the ASO score works” below.
- App name8 / 25
- Uses 23 of 30 characters7.7/10
- Brand + keyword phrase0/10
- Keywords fill half the name or more0/5
- Screenshots18 / 35
- Caption on every screenshot4.2/5
- Each caption names a feature people search for8.3/10
- First screenshot shows the main use5/5
- One consistent design system0/5
- Readable at search-result size0/5
- Trust signal0/5
- Ratings19 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 14,268 ratings (full marks at 100,000)5.8/10
- Freshness15 / 15
- Last update 18 days ago (full marks within 30)15/15
Where the points are
- Use the rest of the app name+17 pts
7 characters are free. Add the next most important search term.
- Ask happy users for a rating+6 pts
4.7 stars from 14,268 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
7 caption terms aren't in the app name: business knowledge, insights, topics, latest insights, management tip, podcasts, audio articles. 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.
- Name your product or the outcome in the first caption, not only a general promise.
- Pull the key piece of content out of the phone frame so it reads at small size.
- Bold the feature name inside the caption.
- Keep one background and one layout across the set, or change them on purpose.
- Match icon colors to the screenshot palette.
- Add a rating, award or user count if you have a real one. A content brand can show press or reader numbers.
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. Harvard Business Review uses them for business knowledge and topics.
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. Harvard Business Review uses 9.
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.
- Harvard Business Review 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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