What's New
Definition
What's New (also called Release Notes) is the text field where developers describe changes in the latest app version. It appears on the app's product page, in the Updates tab, and in system update notifications. What's New is NOT indexed for search on any platform but plays an important role in Retention Rate and Conversion Rate by signaling active development.
How It Works
| Aspect | Apple App Store | Google Play | Amazon Appstore |
|---|---|---|---|
| Character limit | 4,000 chars | 500 chars | Varies |
| Indexed for search? | No | No | No |
| Visible to | All users (product page) + existing users (Updates tab) | All users + existing users | All users |
| Requires update? | Yes (tied to app version) | Yes | Yes |
Two audiences:
- New potential users — see it on the product page; signals the app is actively maintained
- Existing users — see it when deciding whether to update; affects update adoption rate
Impact on ASO:
- Not a direct ranking factor, but signals active development.
- 74% of top-ranked apps update monthly — consistent updates correlate with higher rankings.
- Thoughtful release notes improve user perception and can improve ratings.
Best Practices
- Be specific — "Improved performance" says nothing. "Added dark mode, fixed crash on iPhone 12, 40% faster photo loading" is compelling.
- Highlight user-visible changes — users care about what they'll notice. Bug fixes and backend changes are worth mentioning but shouldn't dominate.
- Don't use "Bug fixes and improvements" alone — it's the most common (and least effective) release note. It signals minimal effort.
- Use for re-engagement — exciting new features in release notes can bring back lapsed users who see the update notification.
- Keep it readable — short paragraphs or bullet points. Don't write essays in the 4,000 chars Apple allows.
Dependencies
Influences (this term affects)
- Retention Rate — compelling updates encourage existing users to return.
- Conversion Rate — signals active development to potential new users.
- Star Rating — better communication reduces negative "nothing changed" reviews.
- Update Frequency — What's New is the user-facing manifestation of updates.
Depends On (affected by)
- App Quality — needs actual improvements to write about.
- Product Roadmap — content driven by product development cycle.
Related Terms
Recent Updates
- 2026-05-22: Introduction of new features in iPadOS 26.5 enhances user experience with in-app subscription options and improved navigation tools in Apple Maps.
- 2026-05-22: App Store Connect API version 4.3.1 rolled out with improved tools for metadata management and app submission processes.
- 2026-05-22: Replit successfully resolves App Store review issues, launching an update with new collaboration tools for enhanced coding experiences.