Updated ASO teardown, US App Store
Luminar: Photo Editor&Enhancer App Store optimization
A Photo & Video 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
- 41K−23.9% vs previous month
- Est. monthly revenue
- $204K−5.1% vs previous month
- Est. revenue ÷ downloads
- $4.98
- Rating
- 4.8★4.8K 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
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
ENHANCE AI Adjust up to a dozen controls with one slide
- enhance ainot in name
- What it shows
- A hiker in an orange jacket in a green meadow, split into before and after, with a dial control and a toolbar below.
- Why it converts
- Shows a result first: a before and after on one photo. The caption says what one slide does, which tells a visitor this is a photo editor with AI help.
#2In search results
RELIGHT AI Make your pictures stand out with full control over light
- relight ainot in name
- What it shows
- A portrait on a city street, split into before and after, with light-direction controls below.
- Why it converts
- Sells one idea, control over light, and the split view lets a visitor judge the change at a glance.
#3In search results
SKY AI Seamlessly replace a plain sky with a magnificent one
- sky ainot in name
- What it shows
- A dark landscape with a plain white sky on the left and a cloudy sky on the right, with a row of sky choices below.
- Why it converts
- The change is large and easy to see even at a small size. The caption names a task people look for, replacing a sky.
#4
ERASE Easily get rid of unwanted elements for a distraction-free photo
- erasenot in name
- What it shows
- An aerial beach photo with two yellow-marked spots to remove and a brush size slider.
- Why it converts
- Shows the step before the result, the marked spots, but no after image. A visitor sees how to use it, yet not the finished photo.
#5
SKIN AI Retouch skin and remove imperfections for a clean, smooth look
- skin ainot in name
- What it shows
- A close portrait split into before and after, with two sliders and a face outline below.
- Why it converts
- Another single-feature screenshot with a clear before and after. Retouching is a common reason to install a photo editor.
#6
FILTERS Get unique & fast results with Filters
- filtersnot in name
- What it shows
- A sunset coast photo with a row of film-roll style filter cards and a strength scale.
- Why it converts
- Closes on a simple, familiar feature. There is no before and after, so the effect is not shown.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a starburst, with no text.
- Orange on dark matches the caption color and the dark look of the screenshots.
- The shape is simple, so it should hold up at small sizes. It does not hint at photo editing on its own.
- 01
Before and after in the phone
Most images split one photo into before and after. The visitor sees the change without reading the caption.
- 02
Label, then a sentence
An orange feature name sits above a white caption. The name is the quick read, the sentence adds the benefit.
- 03
One feature per image
Enhance, relight, sky, erase, skin and filters each get their own image. Each one is a separate reason to install.
- 04
Mostly the same dark layout
Most images use a dark brown to black background, a centered phone and orange accents. The set reads as one system and matches the icon.
- 05
Real editing controls on show
Dials, sliders and film cards are visible in the app frame. They show how the editing feels, not only the result.
ASO score breakdown
88 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
- Screenshots30 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for10/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings18 / 25
- 4.8 average (full marks at 4.8)15/15
- 4,771 ratings (full marks at 100,000)3.4/10
- Freshness15 / 15
- Last update 13 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+7 pts
4.8 stars from 4,771 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
6 caption terms aren't in the app name: enhance ai, relight ai, sky ai, erase, skin ai, filters. 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 result in the first image, not a menu or a logo.
- Use a before and after split when your app changes something visible.
- Put a short feature name above a one-sentence benefit.
- Give each screenshot one feature and one idea.
- Keep one background, layout and accent color across the set, and match your icon.
- Show the finished result in every image, not only the tool in use.
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 “Luminar: Photo Editor&Enhancer”, 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. Luminar uses them for enhance ai, relight ai and sky ai.
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. Luminar 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.
- Luminar: Photo Editor&Enhancer 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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