Updated ASO teardown, US App Store
Kiwi AI - Notetaker App Store optimization
A Education 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
- 60K+15.5% vs previous month
- Est. monthly revenue
- $100K+15.5% vs previous month
- Est. revenue ÷ downloads
- $1.67
- Rating
- 4.7★574 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
Learn anything faster
- What it shows
- A laurel badge reading “Loved by over 1.2 million students”, two five-star quote bubbles (“Game changer”, “An essential tool for any student”), and an Exams card with a lesson and a Start lesson button.
- Why it converts
- Opens with the app's own user-count claim and two short reviews, so trust comes first. The caption is broad, though: it says learning, not notes or recordings, so a visitor looking for a notetaker has to infer it.
#2In search results
Upload your material
- upload materialnot in name
- What it shows
- A row of format chips (Recordings, PDF, Videos, Books, Slides) above an Upload material screen, with MP4, PDF, PPT, MP3 and TXT file tiles overlapping the phone.
- Why it converts
- Shows what a student can bring in, using formats they already own. The file tiles are large, so the idea is easy to read.
#3In search results
Transcribe every lecture
- transcribenot in name
- lecturenot in name
- What it shows
- A Record Lecture screen with a green waveform, live transcript text from a “Professor”, a 0:18:45 timer, and a hand holding the phone with a microphone sticker.
- Why it converts
- This is the clearest answer to “notetaker”: record a class and get text. “Transcribe” and “lecture” are words people use. It comes second, so the opening frame does not carry it.
#4
Get instant summaries
- summariesnot in name
- What it shows
- A note titled “DNA: The Blueprint of Life” with an audio player, Flashcards and Quiz buttons, and the start of a written summary. A graduation cap sticker sits in the corner.
- Why it converts
- Shows the result of a recording: a readable summary with study tools attached. The phone is cropped and tilted, so the lower text is hard to read at small size.
#5
Learn from step- by-step lessons
- lessonsnot in name
- What it shows
- A Biology course screen with “18 lessons” and “8% mastery”, Unit 1, and a path of lesson nodes with durations, under a row of badge icons.
- Why it converts
- Shows the app as a course with progress, not only a note store. The caption breaks mid-word at “step-”, which slows reading.
#6
Practice with Quizzes & Flashcards
- quizzesnot in name
- flashcardsnot in name
- What it shows
- A score screen, “16/20 Good”, with Easy and Medium question counts, plus quiz and image sticker icons around the phone.
- Why it converts
- Names two study formats students look for. The score screen shows feedback, which supports the “practice” promise.
Icon and design system
What makes the page read as one brand at a glance.
- One character, a kiwi with a face, gives a single focus. It is friendly and easy to spot.
- Green matches the green backgrounds in the screenshots, so icon and gallery look like one brand.
- No text and little detail, so it should hold up at small sizes. The icon does not hint at notes, recording or study.
- 01
Short serif captions in white
Most captions are two or three lines in a bold white serif on a flat green or purple field. The words read at thumbnail size.
- 02
Green and purple alternate
Backgrounds switch between green and purple, but the type, phone frame and stickers stay similar. It reads as one system with some variety.
- 03
Stickers around the phone
Icons such as a microphone, a graduation cap and quiz badges overlap the device frame. They add a visual cue for the caption's idea.
- 04
Trust claim in the first frame
“Loved by over 1.2 million students” and two five-star quotes sit above the product. The numbers are the app's own claim.
- 05
Captions name study actions
Upload, transcribe, summarize, learn, practice. Most captions name an action a student wants, in words a student might use.
ASO score breakdown
72 of 100 points. The full rule is under “How the ASO score works” below.
- App name16 / 25
- Uses 19 of 30 characters6.3/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more0/5
- Screenshots28 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for8.3/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings13 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 574 ratings (full marks at 100,000)0/10
- Freshness15 / 15
- Last update 1 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+12 pts
4.7 stars from 574 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.
- Use the rest of the app name+9 pts
11 characters are free. Add the next most important search term.
- Check caption terms against your subtitle and keywords
7 caption terms aren't in the app name: upload material, transcribe, lecture, summaries, lessons, quizzes, flashcards. 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 does in the first caption, in the words your users use.
- Put your strongest feature early, not after setup or proof.
- If you show a trust claim, make it specific and put it where visitors look first.
- Use one idea and one large caption per screenshot.
- Keep type, frame and sticker style fixed, and vary only the background color.
- Avoid line breaks that split a word or hyphenated phrase in a caption.
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 “Kiwi AI - Notetaker”, which uses 19. 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. Kiwi AI uses them for upload material and transcribe.
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. Kiwi AI 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.
- Kiwi AI - Notetaker 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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