Updated ASO teardown, US App Store
Photo Shield AI App Store optimization
A Utilities 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
- 11K−5% vs previous month
- Est. monthly revenue
- $90K−23.9% vs previous month
- Est. revenue ÷ downloads
- $8.18
- Rating
- 4.3★677 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
5 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
Ever Searched Your Own Face?
- facenot in name
- What it shows
- A smiling face inside a green scan frame on the camera view, with a “Continue” button at the bottom.
- Why it converts
- A question hook that makes the visitor picture the action. It shows the scan step, but not yet what the scan finds.
#2In search results
See What The Internet Remembers
- What it shows
- A party photo of a person holding a red cup, with a “Visit Website” button and an orange “Request to Delete” button under a source label.
- Why it converts
- Shows a result and the two actions on it. A visitor sees what a match looks like and that a removal request exists.
#3In search results
Look What One Photo Uncovered
- What it shows
- A results grid reading “38 Results”, with tags such as “Social Media” and “Forums” floating over the photos and a note that says “We scan millions of websites to keep you safe”.
- Why it converts
- Shows the payoff of one scan: many matches, sorted by where they were found. The floating tags make the sources easy to read.
#4
Remove Unwanted Photos Online
- remove photosnot in name
- What it shows
- A results list with “Request Sent” labels on some photos, some photos blurred, and a banner that says “You can request to delete any photo from the internet”.
- Why it converts
- Names the outcome a visitor wants, removal, and shows the request status on real UI. The caption names a task people want to do.
#5
Your Search Stays Between Us
- What it shows
- A dark card with four short claims: “Photos never leave your device”, “Searches fully encrypted”, “Nobody knows you searched” and “Results visible only to you”.
- Why it converts
- Answers the worry a face search raises. These are the app's own claims, listed as plain text with no proof shown, so they work as reassurance, not evidence.
Icon and design system
What makes the page read as one brand at a glance.
- One shape, a shield, matches the “Shield” in the name.
- No text and no fine detail, so it stays clear at small sizes.
- Black on a grey-green background, while the screenshots are dark with green accents. The two share a flat, bold style but not a color.
- 01
Question, then proof, then action
The set opens with a question, shows a scan, then results, then removal. Each image moves the visitor one step closer to the outcome.
- 02
Two-tone headlines
A white lead line and a bright green keyword line on near-black.
- 03
One photo as the hero
Several of the first images are built around a large photo inside the phone frame. The photo carries the emotion, the caption carries the point.
- 04
Real UI with status labels
“38 Results”, “Request Sent” and “Request to Delete” show how the app behaves, not only what it promises.
- 05
Reassurance as its own image
The last image is a text card that speaks to privacy worry. It uses a calm dark layout that differs from the photo-led images before it.
ASO score breakdown
45 of 100 points. The full rule is under “How the ASO score works” below.
- App name5 / 25
- Uses 15 of 30 characters5/10
- Brand + keyword phrase0/10
- Keywords fill half the name or more0/5
- Screenshots19 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for4/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings6 / 25
- 4.3 average (full marks at 4.8)5.6/15
- 677 ratings (full marks at 100,000)0/10
- Freshness15 / 15
- Last update 5 days ago (full marks within 30)15/15
Where the points are
- Use the rest of the app name+20 pts
15 characters are free. Add the next most important search term.
- Ask happy users for a rating+19 pts
4.3 stars from 677 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
2 caption terms aren't in the app name: face, remove photos. 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 the outcome in the first caption, not only a question about it.
- Show a real result screen early, so visitors see what the app finds or does.
- Use one bold accent color for the keyword line in every caption.
- Put status labels and buttons in your UI shots to show what happens next.
- If your app asks for sensitive input, give the worry its own image and keep the wording plain.
- Check that printed claims are accurate and can be backed up before you publish them.
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. Photo Shield AI uses them for face.
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. Photo Shield AI uses 5.
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.
- Photo Shield AI 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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