What's New Text
What's New text is the release-notes field shown for an app update — it is not indexed for search, but it can affect a user's decision to update or reinstall.
Every app version can carry a What's New description explaining what changed. Like the long description, it has no bearing on which searches your app appears in, since Apple does not index it for ranking.
Its actual job is retention and re-engagement: a lapsed user browsing their installed apps, or a current user deciding whether an update is worth downloading, reads this field. Generic text ('bug fixes and performance improvements') wastes that opportunity; specific text about a feature users asked for gives them a reason to open the app again.
Because it changes with every release, What's New is not a place to store permanent keyword strategy — treat it as a short-lived message to existing users, separate entirely from the discoverability fields.
Frequently asked questions
- Does writing detailed What's New text improve my ranking?
- Not directly. It isn't indexed for search. Its value is prompting existing users to update or reopen the app, which can indirectly support retention and engagement signals over time.
Related terms
- Promotional TextPromotional text is a 170-character field shown on the App Store product page that can be updated at any time without a new app submission, but it is not indexed for search.
- App Store Metadata FieldsApp Store metadata fields are the text inputs that affect how an app is discovered and presented in the App Store — primarily the name, subtitle, keyword field, and developer name, each with different character limits and ranking weight.
- Update Frequency as a Quality SignalHow often an app ships updates is read by both users and, to some extent, the App Store algorithm as an indicator of active maintenance and quality, separate from any specific metadata change in a given release.
Browse the glossary
Put this into practice
Score App Store keywords by popularity and difficulty across 109 storefronts — the numbers behind what's new text.
Start keyword research