Overview
Every listing field has a job and a hard limit. The editor shows how many characters you have left as you type, and blocks the name and subtitle at their ceiling rather than letting you paste past it.
Character limits
| Field | Limit | What it is for |
|---|---|---|
| Name | 30 | The app title. The most heavily weighted text you own. |
| Subtitle | 30 | One line under the name. Ranked, and read by people. |
| Keywords | 100 | Comma-separated and never shown to customers. |
| Promotional text | 170 | Changeable without a release. Not ranked. |
| Description | 4000 | The long copy. Not ranked on the App Store. |
| What's new | 4000 | Release notes for the version. |
The counter reads characters left rather than characters used, because the number that matters is the room you have.
The keywords field
The keywords field is 100 characters, comma-separated, and invisible to users. The store combines words across it, so repeating a word you already have in the name buys nothing.
How Spek fills it is covered in how the agent picks keywords.
Common questions
Why does the counter stop me typing?
Name and subtitle carry a hard cap, because a value over the limit would be rejected at publish rather than truncated. The longer fields only warn.
Do emoji count as one character?
Not always. The App Store counts in its own units, so treat the counter as a close guide rather than a guarantee for unusual characters.