iOS Release Season Checklist: Update Your App Store Listing for iOS 17

Every September, Apple rolls out a new version of iOS, bringing fresh designs, system features, and often, new device hardware. For indie developers, this means it's time to refresh your App Store listing to reflect these changes. An outdated listing, still showing "iOS 16" or old device bezels, can make your app look neglected and reduce conversions. This ios update app store listing checklist will guide you through the essential updates, ensuring your app looks current and passes App Store Review without delays when the new OS drops. I'll also explain the optimal order to make these changes, so your launch isn't blocked.

I'll assume iOS 17 is the latest version for this guide. Whether you're updating your app's binary or not, keeping your App Store page current is crucial for engagement and discoverability.

Start with Your "What's New" Text

This is often the quickest update, and you can submit it independently of your app binary. Your "What's New in this Version" text should clearly communicate what's new. If you've updated your app to specifically support iOS 17 features, mention them. If not, focus on recent bug fixes, performance improvements, or even point out that your app is fully compatible with the new OS.

This text field is found in App Store Connect under My Apps > [Your App] > App Store > [Platform] > Prepare for Submission (or an existing version in "App Store Versions" for an update). It has a maximum length of 4000 characters, but I recommend keeping it concise—two to three sentences is often enough to grab attention. For example, if you ship a habit tracker, your "What's New" might say: "iOS 17 Ready: Our latest update ensures full compatibility with iOS 17, bringing improved performance and minor bug fixes for a smoother experience. Thanks for tracking your habits with us!"

Recapture Screenshots with New Device Frames and OS UI

This is the most visually impactful update you can make. New iOS versions often introduce subtle UI changes, new system fonts, or updated iconography. More importantly, Apple usually releases new iPhone and iPad models around the same time. Featuring an outdated device frame can immediately signal to users that your app hasn't been updated recently.

You'll need to generate new screenshots for the latest iPhone and iPad screen sizes. For example, the iPhone 14 Pro Max (and subsequent large models) uses a display resolution of 1290 x 2796 pixels, while the iPhone 13 Pro (and similar size models) uses 1170 x 2532. Apple requires screenshots for 6.7-inch and 5.5-inch iPhones, and 12.9-inch and 11-inch iPads. I recommend using the largest required sizes for each category (6.7-inch iPhone and 12.9-inch iPad) and letting App Store Connect scale them down.

When taking new screenshots, pay attention to the device chrome (the non-app elements like the status bar, notch, or Dynamic Island). If your app integrates with new OS features, ensure your screenshots clearly show this. For instance, if your habit tracker adds an interactive Lock Screen widget, feature it prominently in a new screenshot. I build LaunchShots to make this easy; you can generate high-quality screenshots with the latest device frames directly in your browser at LaunchShots screenshot editor, without needing Photoshop.

Revise Screenshot Captions to Reflect iOS 17

Once your screenshots are updated with new frames and potentially new in-app visuals, it's time to update your captions. Captions are your opportunity to explain the value and features shown in each screenshot. Incorporating the new OS name or referencing new OS features directly can increase relevance.

Say your habit tracker now leverages iOS 17's StandBy mode for glanceable progress. A caption like "See your daily progress at a glance with our new iOS 17 StandBy widget" is more compelling than a generic feature description. Even if your app doesn't use new features, simply mentioning "Designed for iOS 17" or "Seamlessly integrates with your iOS 17 device" can reassure users that your app is up-to-date and maintained.

Remember to keep captions concise and benefit-oriented. The ideal length for App Store screenshot captions is typically short, especially on smaller screens where text can be truncated. Focus on one key benefit per screenshot.

Check Your App's Privacy Labels

While not directly tied to the visual refresh of the App Store page, new iOS versions can sometimes come with updated privacy guidelines or frameworks. It’s always a good practice to re-verify your app’s privacy labels in App Store Connect, especially if you’ve updated SDKs or implemented new features.

Go to App Store Connect > My Apps > [Your App] > App Store > App Privacy. Review each data type your app collects and ensure your declarations are accurate. An incorrect privacy label can lead to App Store rejection. If you’ve added a new analytics SDK for your habit tracker, for example, you'd need to declare any new data points it collects, such as usage data or diagnostics. I offer a free App Privacy Label Generator that helps map common SDK data to Apple's categories.

The Optimal Order for App Store Connect Submission

To avoid review delays and ensure your new App Store listing goes live smoothly with your iOS 17-compatible app (or even just updated metadata), follow this sequence:

1. Update Your App Binary (if applicable): If you have an app update that specifically targets iOS 17 features, submit this first. Apple's review times can vary, but generally aim for at least 2-3 business days. You can submit your binary for review without attaching your updated metadata.
2. Prepare New Metadata:
   • "What's New" Text: Update this as soon as you have stable release notes.
   • Screenshots: Generate and finalize your new screenshots with iOS 17 frames and updated captions. Ensure they are the correct sizes for all required devices (e.g., 1290 x 2796 for 6.7-inch iPhones, 2048 x 2732 for 12.9-inch iPads).
   • Privacy Labels: Double-check these.
3. Attach Metadata to Your Submission: Once your binary is "Waiting for Review" or "In Review," you can attach your prepared metadata. This includes screenshots, captions, promotional text, and any other text fields. Making these changes after the binary is submitted means they won't block the initial binary review.
4. Submit for Review: If you're only updating metadata without a binary, you can submit the metadata directly. If you have an app update, ensure all metadata is attached to the new version before submitting the entire update package.

The key here is to decouple the binary review from the metadata review as much as possible. Apple's review team can approve your binary even if your metadata isn't fully finalized, though you can't release until both are approved. By having your binary in review while you polish screenshots, you save valuable time.

FAQ

Do I need to update my screenshots if my app doesn't use new iOS 17 features?

Yes, I still recommend it. Even if your app doesn't leverage new iOS 17 features, updating your screenshots with the latest device frames (e.g., iPhone 15 Pro Max) and ensuring the status bar matches the new OS visually signals that your app is current and well-maintained. This builds trust with potential users.

Can I submit my app binary for review before my new screenshots are ready?

Absolutely. You can submit your app binary to App Store Connect for review. While it's in review, you can then finalize and attach your new screenshots and other metadata. This strategy helps you get ahead, as the binary review often takes the longest, allowing you to update your visual assets in parallel.

What if I only want to update my screenshots and not my app's code?

You can update your app's screenshots and other metadata without submitting a new app binary. In App Store Connect, go to your latest approved version under "App Store Versions," make your changes (like replacing screenshots), and then submit that version for review. This is a common practice for seasonal visual updates.

Where can I find the official screenshot size requirements for iOS?

Apple publishes its official screenshot specifications on its developer portal. You should always refer to the latest App Store Connect Help documentation for the most up-to-date requirements, specifically for the 6.7-inch and 5.5-inch iPhones, and 12.9-inch and 11-inch iPads.

Your Next Step: Get Your Screenshots Ready

Preparing for the annual iOS update doesn't have to be a scramble. By following this checklist and understanding the optimal submission order, you can ensure your app looks fresh, relevant, and ready for the new OS. I encourage you to head over to the LaunchShots screenshot editor to start generating your updated App Store screenshots with the latest iOS device frames today. It's free, runs entirely in your browser, and will help you stand out.