Promoted in-app purchases let you showcase subscriptions and in-app products on your App Store product page, and they can appear in search results and editorial placements. Users can start a purchase from the store, which then completes in your app. Choose products that clearly communicate value, create a 1024 x 1024 promotional image and concise display name and description for each, handle the purchase flow in your app, and measure purchases and conversion.
What promoted in-app purchases are
Apple lets developers promote up to 20 in-app purchases, including subscriptions, on the App Store. Promoted purchases appear on your product page and can show up in search results and editorial features. They give subscriptions and products extra visibility and an additional way for users to discover what your app offers.
When a user taps a promoted purchase, the App Store opens or downloads your app and continues the purchase in the app. Our subscription messaging guide explains communicating subscription value more broadly.
Where they appear
Promoted in-app purchases appear in a dedicated section on your product page, and may appear in search results when users search for your app or relevant terms, as well as in editorial content. This can make premium offerings more visible to users who might not otherwise know about them.
Appearing in search adds another visual element alongside your listing. Strong promotional images can help your app stand out.
Setup in App Store Connect
In App Store Connect, enable promotion for each in-app purchase you want to feature, and provide a promotional image of 1024 x 1024 pixels, a display name, and a description. You can order promoted purchases and control which are visible, including different settings per storefront.
Display names and descriptions should be concise and benefit-focused, such as Premium yearly: all workouts and plans. Follow Apple's guidelines for promotional images, avoiding excessive text and misleading claims.
Handling purchases in your app
Your app must be ready to handle purchases initiated from the App Store. With StoreKit, implement the delegate or listener that receives promoted purchases and decide whether to continue immediately or defer, for example until onboarding is complete or the user signs in.
Test the flow carefully, including cases where the app is not installed and must be downloaded first. A broken flow frustrates users and wastes the visibility. Check Apple's StoreKit documentation for current implementation details.
Which products to promote
Promote products that clearly communicate value and appeal to new users: subscription tiers with obvious benefits, popular content packs, or starter bundles in games. Avoid promoting obscure or consumable items that only make sense to experienced users.
Order promoted purchases by appeal, and consider seasonal promotions, such as holiday bundles. Test different products and orders to see what drives purchases.
Promotional images and copy
Promotional images should be clear, visually consistent with your app, and readable at small sizes. Show the product's value, such as a premium badge or content preview, rather than dense text.
Copy should explain the benefit in a few words. Our screenshot caption copywriting principles apply: specific, short, benefit-led.
Combine with offers
Promoted purchases can work alongside introductory offers, promotional offers, and win-back offers for subscriptions. For example, a promoted subscription with a free trial can attract new users from search.
Our subscription offer codes and win-back offers and free trial strategies guides explain offer design.
Measuring results
Track purchases initiated from promoted in-app purchases, conversion from the product page, and overall revenue changes. Compare periods with different promoted products or images to learn what works.
Our App Store Connect Analytics guide explains relevant reports, and mobile app LTV calculation explains connecting purchases to user value.
Google Play equivalents
Google Play does not have an identical feature, but promotional content can highlight offers, and store listings can describe premium features. Subscription offers can be configured in Play Console.
Plan parallel strategies for both stores rather than assuming features are identical.
Storefront and seasonal variations
Promoted purchases can be configured differently by storefront, which lets you feature products that matter most in each market, such as a local-language course pack or a region-specific bundle. Seasonal promotions, such as holiday bundles or back-to-school plans, can also be rotated into the top positions.
Keep promotions aligned with the rest of the listing and with in-app messaging, so users who tap a promoted purchase see the same offer and price inside the app. Our seasonal ASO calendar helps plan rotations.
Common promoted IAP mistakes
Promoting obscure products that do not appeal to new users wastes the feature. Another mistake is dense, unreadable promotional images. Many apps also fail to handle purchases initiated from the store correctly.
Teams sometimes set up promotions once and never test different products or images.
A worked example: a language app
A language app promotes its yearly subscription with a clear image showing a premium badge and the caption All languages, offline lessons. It also promotes a starter course pack for a popular language.
The app handles purchases from the store by completing onboarding first, then continuing the purchase. Purchases from the product page rise, and the team tests seasonal promotions, such as a summer travel bundle, which further lifts revenue.
How to do it, step by step
- Choose products to promoteSelect subscriptions and products with clear value for new users.
- Create images and copyPrepare 1024 x 1024 images and concise display names and descriptions.
- Enable promotion in App Store ConnectTurn on promotion, set order, and configure visibility per storefront.
- Handle store-initiated purchasesImplement and test the StoreKit flow, including deferral during onboarding.
- Measure and iterateTrack purchases and test different products, orders, and images.
Before and after examples
Illustrative examples written for a generic app in this category, not client results. Swap in your own product, audience, and data.
Gold Tier 3
Premium yearly: all lessons offline
Why it works: Clear benefits appeal to new users.
Dense text describing every feature.
Premium badge with a short headline.
Why it works: Readable images work at small sizes.
Purchase starts before account creation and fails.
Onboarding completes, then the purchase continues.
Why it works: A reliable flow converts store-initiated purchases.
Action plan
- Promote products with clear value
- Create readable promotional images
- Write concise benefit-led copy
- Handle store-initiated purchases
- Combine with offers
- Test products and order
Metrics to monitor
- Purchases from promoted IAPs
- Product page conversion
- Revenue per user
- Subscription starts from the store
- Image and product test results
Record the baseline, release date, audience, markets, and external changes before interpreting movement. Rankings and conversion are useful signals, but a decision is stronger when activation, retention, and business value confirm that the page attracted the right users.
Frequently asked questions
What are promoted in-app purchases?
In-app purchases, including subscriptions, that you showcase on your App Store product page and that can appear in search and editorial placements.
How many in-app purchases can I promote?
Apple allows up to 20 promoted in-app purchases.
What image size do promoted purchases need?
A 1024 x 1024 pixel promotional image.
Do promoted purchases require app changes?
Yes. Your app must handle purchases initiated from the App Store using StoreKit.
Is there a Google Play equivalent?
Not identical, but promotional content and subscription offers serve related purposes.
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