Today Tab is the App Store's editorial home screen, where Apple's team features apps through stories and curated lists — an earned placement that drives large, ranking-boosting install spikes.
The Today tab is the first screen users see when they open the App Store: a feed of editor-written stories, app-of-the-day picks, and themed collections chosen by Apple's human editorial team, not an algorithm. You can't buy your way in — placement is earned by building something Apple wants to showcase: a polished app, a notable update, adoption of new iOS features, or a strong moment like a launch or a holiday tie-in.
A feature is worth chasing for two reasons. The direct one is a large, concentrated burst of high-quality installs while the story is live. The compounding one is what that burst does to your velocity signals — a Today-tab spike often lifts your search rankings and chart position, and part of that gain persists after the feature rotates off. Editorial relationships and a feature-ready product page are how teams improve their odds.
Example
An indie photo app adopts a new iOS feature at launch, gets picked as App of the Day, and the install surge not only sells copies that week but pushes its "photo editor" search rank up for months after.