Getting featured by Apple or Google is one of the most impactful organic growth events for a mobile app. A feature placement on the App Store or Google Play can drive tens of thousands of installs in a single week, with zero ad spend. But featuring is not random. Both platforms have editorial teams with specific criteria, and you can take deliberate steps to increase your chances.
For ASO fundamentals, see app store optimization (ASO): the complete guide. For launch planning, see app launch strategy: pre-launch to post-launch playbook.
How App Store Featuring Works
Apple App Store
Apple's editorial team curates the "Today," "Games," and "Apps" tabs. They select apps based on:
- Quality of experience: Design, performance, and user experience.
- Innovation: Novel use of platform features (widgets, Live Activities, SharePlay, visionOS).
- Storytelling: The narrative behind the app and its impact on users.
- Timeliness: Alignment with seasonal events, cultural moments, or Apple product launches.
Apple has a self-nomination form where developers can pitch their app for featuring. Submissions are reviewed, but there is no guarantee.
Google Play
Google Play features apps through:
- Editors' Choice: Curated by the Google Play editorial team.
- Top Charts: Algorithmic based on installs, ratings, and engagement.
- Collections: Themed groups (e.g., "Essential apps for new phones").
- Events: Promotional tiles for in-app events and offers.
Google also has a featuring nomination form available through the Google Play Console.
Impact of Featuring
| Placement | Typical Install Boost | Duration |
|---|---|---|
| App Store "Today" story | 5x-20x daily installs | 1-3 days |
| App Store category feature | 3x-10x daily installs | 1-7 days |
| Google Play Editors' Choice | 3x-15x daily installs | Ongoing (until removed) |
| Google Play collection | 2x-5x daily installs | 1-4 weeks |
The boost is temporary, but the secondary effects last longer: increased ratings count, better search rankings, and press coverage.
What Editorial Teams Look For
Design Quality
Both Apple and Google prioritize apps that look and feel polished:
- Follow platform design guidelines: Apple Human Interface Guidelines and Material Design.
- Smooth animations and transitions.
- Consistent typography and color palette.
- Accessibility support (Dynamic Type on iOS, TalkBack on Android).
- Dark mode support.
Apps with stock UI components and no design effort are rarely featured.
Technical Excellence
| Signal | Apple | |
|---|---|---|
| Crash-free rate | 99.5%+ expected | 99%+ expected |
| Latest SDK adoption | Uses latest iOS SDK features | Targets latest Android API level |
| Platform features | Widgets, Shortcuts, SharePlay | Material You, Adaptive Icons, Large Screens |
| Performance | Fast launch time, smooth scrolling | Low ANR rate, efficient battery usage |
| Privacy | ATT compliance, privacy nutrition labels | Data safety section complete |
Adoption of New Platform Features
This is the single most actionable strategy. When Apple or Google launches a new platform feature, they actively seek apps that adopt it early:
- iOS example: When Apple launched WidgetKit, apps with well-designed widgets were prominently featured. Same for Live Activities, StandBy mode, and interactive widgets.
- Android example: When Google introduced Material You dynamic theming, apps that adopted it early got featured in Google Play collections.
Monitor Apple developer news and Android developer blog for new APIs and adopt them within weeks of availability, not months.
Localization
Apps available in multiple languages have a higher chance of being featured in regional stores. Apple and Google have regional editorial teams that feature locally relevant apps.
Priority markets for localization:
- English (US, UK, AU)
- Japanese
- Korean
- German
- French
- Spanish
- Portuguese (Brazil)
- Chinese (Simplified)
The Nomination Process
Apple App Store Nomination
- Go to Apple's self-nomination page.
- Fill out the form with:
- App name and App Store link.
- What makes the app special (unique features, impact, design).
- Upcoming updates or launches.
- Any relevant press coverage or awards.
Tips:
- Tell a story about why your app matters, not just what it does.
- Highlight specific new features, especially those using Apple's latest APIs.
- Include high-quality screenshots and app preview videos.
- Mention any awards, press mentions, or user testimonials.
Google Play Nomination
- Open Google Play Console.
- Navigate to the promotional content section.
- Submit details about your app and upcoming updates.
- Google also considers apps automatically based on quality signals.
Tips:
- Ensure your Data Safety section is complete and accurate.
- Target the latest Android API level.
- Support large screens (tablets, foldables) for additional featuring opportunities.
- Use Google Play's in-app events feature to highlight new content or promotions.
Preparing for the Traffic Spike
Getting featured is only valuable if you can convert the traffic surge into retained users.
Before Featuring
- Test your onboarding: New users from featuring have no prior context. Ensure your first-run experience is clear and compelling.
- Server capacity: Can your backend handle 10x normal traffic? If your app has a server component, load test it.
- Deep link readiness: Ensure your deep links work correctly so that users who discover your app through a feature story can navigate to specific content. Set up deep linking for key in-app destinations.
- App Store page: Polish your screenshots, preview video, and description. This is when the most people will see your listing.
During Featuring
- Monitor crash rates: A spike in crashes during featuring damages your reputation with the editorial team.
- Respond to reviews: New users leave reviews. Respond promptly and helpfully.
- Track metrics: Monitor installs, retention, and engagement in real-time.
After Featuring
- Retention focus: Acquired users from featuring behave like organic users (high intent, but varied motivation). Focus on day-1 and day-7 retention.
- Follow up with the editorial team: If featuring went well, maintain the relationship. Update them on future releases.
- Leverage the badge: "Featured by Apple" or "Editors' Choice" is a trust signal. Add it to your website, social media, and ad creative.
Increasing Your Chances
Action Effort Impact on Featuring Chances Adopt new platform features within weeks of launch High (development) Very high Submit self-nomination with compelling story Low (time) Medium Achieve 4.5+ star rating Medium (product quality) High Localize to 10+ languages High (localization) Medium-high Maintain 99.5%+ crash-free rate Medium (engineering) High Support accessibility features Medium (development) Medium Time major updates to platform launches (WWDC, I/O) Medium (planning) High Achieve press coverage or awards Variable Medium Common Mistakes
Mistake Impact Fix Submitting a nomination with no story Editorial team cannot see why the app is special Write a compelling narrative about your app's impact Ignoring design quality Immediately disqualified by editorial Invest in design before submitting Not adopting new platform features Miss the window when Apple/Google are looking for adopters Monitor developer news and adopt quickly Unprepared for traffic spike High crash rates, poor first experience, negative reviews Load test, polish onboarding before nomination Only targeting one platform Miss Google Play or App Store featuring separately Submit nominations to both platforms Tolinku for Featured Apps
When your app gets featured, new users may discover it through various channels (the feature story, app store search, press coverage). Tolinku helps you set up deep links for specific in-app content referenced in feature stories, ensuring users land on the right screen. Analytics let you track which channels and campaigns drive the most installs during a featuring event.
For the full growth guide, see mobile app growth: 25 strategies that work in 2026. For ASO strategies, see app store optimization (ASO): the complete guide.
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