Updated ASO teardown, US App Store
Uplens: Photo & Video Editor 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
- 60K+20% vs previous month
- Est. monthly revenue
- $100K−50% vs previous month
- Est. revenue ÷ downloads
- $1.67
- Rating
- 4.9★8.5K 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
Natural Retouch
- retouchnot in name
- What it shows
- A close-up portrait with an Auto Correction button and sliders for retouch, additional retouch and eye circles.
- Why it converts
- Names a specific job, retouching a face, and shows the controls that do it. The portrait is large and the caption is big white type on black.
#2In search results
Aesthetic Presets
- presetsnot in name
- What it shows
- A portrait above a Library tab of film-style preset tiles such as Retro, vintage, DUST and 90s.
- Why it converts
- Shows what a preset looks like as a tile, so a visitor sees the range of looks. “Aesthetic” is a loose word, but the tiles make it concrete.
#3In search results
70+ Unique Filters
- filtersnot in name
- What it shows
- A beach scene with a filter strip (P1, P2, P3, BB1) and an intensity slider set to 75.
- Why it converts
- Puts a number in the caption, which gives a sense of how much is inside. Filters is a word people commonly look for, and the screen shows the filter picker.
#4
Blur Background
- blur backgroundnot in name
- What it shows
- A standing figure with the background blurred, and Default, Motion and Dynamic blur modes with an intensity slider.
- Why it converts
- Names one concrete edit. The Background, Foreground and All options show that the blur can be aimed at part of the image.
#5
Create Your Own Presets
- presetsnot in name
- What it shows
- A portrait with the Yours tab open, listing two saved presets named film and prism.
- Why it converts
- Shows a feature beyond the ready-made looks: saving your own. It reuses the preset screen, so the idea is easy to follow.
#6
40+ Trendy Effects
- effectsnot in name
- What it shows
- A portrait with a row of effect tiles (glow, prism, aberration, distortion) and an intensity slider at 100.
- Why it converts
- Another counted caption. The tiles show the kinds of effects, though the screen is busy and the small labels are hard to read at thumbnail size.
Icon and design system
What makes the page read as one brand at a glance.
- One shape, a rounded letter U, with no extra detail. It reads clearly at small sizes.
- The pink and cyan gradient sits on a dark background and hints at color grading.
- The U stands for the name rather than the job, so the icon alone does not say photo editing.
- 01
Two-line captions in big white type
Most captions are two short lines in bold white on black. They stay readable when the image is small.
- 02
Same layout on most images
Caption on top, a rounded photo in the middle, the app's own control panel at the bottom. The gallery reads as one set.
- 03
Real editing controls on show
Each image shows the actual sliders, tabs and tiles for that tool, so visitors see how the edit works.
- 04
Numbers in captions
Two captions state a count: 70+ filters and 40+ effects. A number tells visitors how much the app offers.
- 05
One tool per image
Retouch, presets, filters, blur and effects each get their own image. The first one leads with a face retouch.
ASO score breakdown
89 of 100 points. The full rule is under “How the ASO score works” below.
- App name24 / 25
- Uses 28 of 30 characters9.3/10
- 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
- Ratings20 / 25
- 4.9 average (full marks at 4.8)15/15
- 8,510 ratings (full marks at 100,000)4.6/10
- Freshness15 / 15
- Last update 4 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+5 pts
4.9 stars from 8,510 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: retouch, presets, filters, blur background, effects. 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 one specific job in each caption, like Blur Background, not a general word.
- Keep captions to two short lines in large, high-contrast type.
- Show the real control for the feature, so visitors see how it works.
- Use one layout across the set so the images read as a single story.
- Add a count to a caption when your library is large, if the number is true.
- If you have no rating, award or press line, test adding one that is real and relevant.
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 “Uplens: Photo & Video Editor”, which uses 28. 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. Uplens uses them for retouch, presets and filters.
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. Uplens 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.
- Uplens: Photo & Video Editor 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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