In-App Events

Draft App Store events for launches, updates, seasonal pushes, and big moments.

Give People a Reason to Come Back

In-App Events lets you prepare App Store event cards for things happening inside your app, such as a challenge, new content, or a seasonal experience. The card explains what's happening and gives interested people a route to the event.

Think about the experience first. "We're running a seven-day drawing challenge" gives you a much clearer event than "We've released another update."

Set Up the Event

Start with a reference name for your own use, then choose the badge that describes the event and its priority on your product page. The reference name helps you manage the event; the customer-facing name is part of its localization.

Add a deep link that takes someone to the relevant place inside your app. Test that link yourself. If someone arrives expecting a challenge and lands on an unrelated home screen, you've given them another job to do before they can join in.

You can also specify the intended audience and whether taking part requires a purchase. Make sure those choices match what actually happens in the app.

Write the Card

Under Localizations, open a language or add another one. Each localization has a name, a short description for the card, a longer description for more detail, and event artwork.

Use the short description to say what someone can do. Use the longer one to explain why they might want to. The artwork should support that message and stay easy to understand at a small size.

Before starting on several translations, get one version into good shape so you're translating a clear idea.

Check the Schedule

The publish date controls when the card should appear on the store. The start and end dates describe when the event itself runs. They're separate because you might want people to discover an event before it kicks off.

Look over the schedule, deep link, artwork, and copy together before submitting the event for Apple's review. Saving your work isn't the same as having a reviewed event ready to appear.

Once it's scheduled, make sure the in-app experience will be ready too. The card is an invitation, and the app needs to actually deliver what it promises.