When you submit an iOS application for review, you’ve got to make sure your ad copy is tight. The app description may be the last thing holding back a tap to buy your app.
Apple doesn’t give much guidance on this important chunk of text. “Write your Application Description with a focus on what makes the functionality or design of your app unique.” was a tip from this past June from the App Store Tips blog.
We know that 4000 characters is the limit. And App descriptions are made up of simple text, including unicode symbols like checkboxes (✔) and more (♣☢☂). Apple takes your unicode text and formats it for display on the web via Web Preview, in iTunes and on the iOS devices themselves (the app store).
Since you probably have very specific points you want to get across, and users have a very short attention span, you need to pay attention to how Apple will format what you write. In this entry I discuss how to create app descriptions that look great everywhere Apple publishes your app description.