Updated ASO teardown, US App Store
Noteshelf: AI Notes & PDF 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
- 103K+0.2% vs previous month
- Est. monthly revenue
- $206K+100.4% vs previous month
- Est. revenue ÷ downloads
- $2.00
- Rating
- 4.5★7.2K 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
8 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
Take notes on the go
- take notesnot in name
- What it shows
- A phone showing a note page with a typed heading, a numbered list, a yellow to-do box and a link, under a “Rich text” tag.
- Why it converts
- Says what the app does in plain words. The page shows several kinds of content in one note, so a visitor sees what a note can hold.
#2In search results
Import & annotate documents
- annotatenot in name
- documentsnot in name
- What it shows
- A PDF page with highlights, handwriting and a table, with a menu of Highlight, Strikeout, Look Up, Copy and Noteshelf AI. A tag reads “PDFs, PPTs and more!”.
- Why it converts
- Names a second use, working on existing files. The tag lists file types, which helps a visitor with PDFs to see it fits.
#3In search results
Fully customizable toolbar
- toolbarnot in name
- What it shows
- A colorful hand-drawn jellyfish note with a floating toolbar of pen, highlighter, eraser, mic and text tools above it.
- Why it converts
- Speaks to people who care about how they write. The bright drawing shows what the tools can make, but the caption is about a feature, not a result.
#4
Sync across all your devices
- syncnot in name
- What it shows
- A tablet, a phone and a watch showing the same sketch note, with a watch screen titled Noteshelf.
- Why it converts
- Answers a common doubt, whether notes follow you across devices. Showing three devices makes the claim concrete.
#5
Liquid Glass Ready!
- What it shows
- A Content screen with Photos, Recordings and Bookmarks tabs and thumbnails of handwritten, bookmarked pages.
- Why it converts
- Points to a new iOS design style, which is only meaningful to people who know the term. The screen shows bookmarks, but the caption does not say that.
#6
Record & place audios anywhere on the page
- record audionot in name
- What it shows
- A page with a voice recorder bar at 00:05, two speaker icons placed on a kitchen plan sketch, and a mic tool selected.
- Why it converts
- Shows a less common feature that mixes audio with handwriting. The speaker icons on the page make the idea easy to see.
Icon and design system
What makes the page read as one brand at a glance.
- One shape, a pen tip, points to writing before the name is read.
- The coral, yellow and teal colors repeat as backgrounds in the screenshots, so icon and gallery look related.
- No text and little fine detail, so it stays simple at small sizes.
- 01
Serif headline with a highlighted phrase
Most captions are large white serif type. One phrase sits on a colored band or box.
- 02
Rotating solid backgrounds
Coral, yellow and dark blue alternate behind the phone. The color changes but the layout stays similar, so the set reads as one system.
- 03
Mostly one feature per screenshot
Rich text, document annotation, toolbar, sync, bookmarks and audio each get their own image. Most captions name a single idea.
- 04
Real note content as the visual
The phone screens show finished pages: a to-do list, an annotated paper, a hand-drawn sketch. A visitor sees what the output looks like.
- 05
Small sticker tags add detail
Short tags such as “Rich text” and “PDFs, PPTs and more!” add a second line of information without crowding the main caption.
ASO score breakdown
80 of 100 points. The full rule is under “How the ASO score works” below.
- App name23 / 25
- Uses 25 of 30 characters8.3/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots28 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for8.3/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings14 / 25
- 4.5 average (full marks at 4.8)9.4/15
- 7,209 ratings (full marks at 100,000)4.3/10
- Freshness15 / 15
- Last update 2 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+11 pts
4.5 stars from 7,209 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+2 pts
5 characters are free. Add the next most important search term.
- Check caption terms against your subtitle and keywords
6 caption terms aren't in the app name: take notes, annotate, documents, toolbar, sync, record audio. 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 in the first caption what the app does, in plain words.
- Give each screenshot one idea and one short caption.
- Highlight the key phrase of the caption with a color band.
- Fill the demo screen with real, finished content, not empty states.
- Vary the background color but keep the layout fixed.
- Use small tags to add detail, such as file types you support.
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 “Noteshelf: AI Notes & PDF”, which uses 25. 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. Noteshelf uses them for take notes, annotate and toolbar.
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. Noteshelf uses 8.
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.
- Noteshelf: AI Notes & PDF 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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