Updated ASO teardown, US App Store
InVintory: Wine Cellar Manager App Store optimization
A Food & Drink 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
- 5K−54.3% vs previous month
- Est. monthly revenue
- $60K−30.2% vs previous month
- Est. revenue ÷ downloads
- $12.00
- Rating
- 4.8★5.1K 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
10 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
Cellar Management App Trusted by 100K+ Collectors
- What it shows
- A black card with the InVintory logo, a 3D rack of colored bottles labeled R1 to R6, and a “Featured in” row with Wine Spectator, Decanter, goop and The Kit.
- Why it converts
- Names the category, cellar management, and who uses it. The “100K+ Collectors” line is the app's own claim. No app UI is shown yet, so what the app does comes next.
#2In search results
Collection value & market prices
- collection valuenot in name
- market pricesnot in name
- What it shows
- The home screen with a 3,272 bottle count, a floating “Market value $587,055” card, quick filters and an “Ask Vincent anything” bar.
- Why it converts
- Gives a concrete payoff: know what your collection is worth. The market value card sits outside the phone frame, so the number stays readable when small.
#3In search results
App of the Day App Store
- What it shows
- An “App of the Day, App Store” laurel badge above three quotes: one from a person labeled NBA Champion, one attributed to Wine Spectator and one to The Kit.
- Why it converts
- A full image of third-party proof with named sources. The Apple badge and press quotes are shown as printed; a visitor can't check them here. It sits third, near the front, where search results may show it.
#4
Scan any label & import your wines
- scan labelnot in name
- What it shows
- A hand holding a bottle in the camera view, with a gold scan line and a Wine List tab.
- Why it converts
- Shows how a collection gets into the app: point the camera at a label. This answers “is it a lot of typing?” in one picture. The real camera screen makes the claim believable.
#5
Find any bottle in seconds
- find bottlenot in name
- What it shows
- A 3D view of a Kitchen Fridge with one bottle circled in gold, and a card giving its name and shelf position (R7, C2, D1).
- Why it converts
- Makes a vague promise visible: the circle shows where the bottle is. The gold highlight leads the eye to the one detail.
#6
AI sommelier in your pocket
- ai sommeliernot in name
- What it shows
- A chat with “Vincent” answering a serving question for a named wine, plus tap prompts for pairing and “worth cellaring”.
- Why it converts
- Adds a second kind of value beyond storage: advice. The question and the answer bubbles are large and short, so the idea reads fast. The app's own AI assistant is named on screen.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a wine glass, says “wine” before the name is read.
- Gold on near-black matches the gold accents and black backgrounds in the screenshots, so icon and gallery read as one brand.
- No text and no fine detail, so it holds up at small sizes. The plain glass shape does not say “cellar” or “collection” on its own.
- 01
Proof first
The first image leads with a user count claim and press logos. A full image of an App of the Day badge and quotes follows soon after.
- 02
Serif headlines with one idea
Most feature images have a short white serif headline over a black field, and each covers one feature.
- 03
Cards break out of the phone
A market value card and a chat bubble sit outside the device frame. The key number or answer stays readable at small size.
- 04
Black and gold system
Most images use a black background with gold accents, and the icon uses the same colors. It reads as one brand.
- 05
Distinctive visuals for core jobs
A 3D cellar rack and a camera scan show the two main jobs, finding a bottle and adding one.
ASO score breakdown
86 of 100 points. The full rule is under “How the ASO score works” below.
- App name25 / 25
- Uses 30 of 30 characters10/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots27 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for6.7/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings19 / 25
- 4.8 average (full marks at 4.8)15/15
- 5,101 ratings (full marks at 100,000)3.5/10
- Freshness15 / 15
- Last update 2 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+6 pts
4.8 stars from 5,101 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
5 caption terms aren't in the app name: collection value, market prices, scan label, find bottle, ai sommelier. 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.
- Say what the app is in the first image, and show the app in use soon after.
- Put press logos, awards or a user count where visitors see them early, and print only what is true.
- Give each image one headline and one idea.
- Break the key number or card out of the phone frame so it reads at thumbnail size.
- Use one background color and one accent color across the gallery and the icon.
- Show a hard-to-explain feature as a picture, such as a highlight on the exact spot, not as a list.
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. A common pattern is a short brand followed by the main thing people search for, like “InVintory: Wine Cellar Manager”, which uses 30. 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. InVintory uses them for collection value.
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. InVintory uses 10.
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.
- InVintory: Wine Cellar Manager 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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