App Store Featuring is editorial placement chosen by Apple's App Store editors — Today tab stories, App of the Day, and themed collections — that can send a concentrated burst of browse traffic.
Featuring is curated by people, not bought or ranked by an algorithm. Apple's editors place apps in Today tab stories, App of the Day and Game of the Day picks, and lists on iPhone and iPad; in collections and in-app event slots on the Apps and Games tabs; and on equivalent surfaces on Mac and Apple Vision Pro, curated for each region. Developers pitch through Featuring Nominations in App Store Connect, choosing App Launch (including pre-orders), New Content, or App Enhancements. App Store Connect Help recommends at least three weeks' lead time, and Apple suggests nominating up to three months ahead for wider consideration.
Apple publishes what its editors weigh: user experience, UI design, innovation, uniqueness, accessibility, localization, and a compelling product page backed by positive ratings and reviews. For ASO, a feature is a browse-traffic event — shoppers who weren't searching for the app — so the icon and first screenshots carry the conversion load. In our experience, the resulting install spike can lift keyword rankings and chart position beyond the feature's run. Teams improve their odds by tying nominations to real product moments and keeping the product page feature-ready before editors look.
Example
A journaling app plans to adopt a new iOS capability in its autumn release. Two months ahead, it files an App Enhancements nomination with a specific description and publish date, localizes screenshots for its key markets, and prepares promotional artwork in case Apple's editors request it.