Apple Product Marketing

Promote products across the Apple ecosystem

Define the outcome

Create a coherent, compliant, and measurable path from product positioning to discovery, conversion, activation, retention, and revenue. Keep the promise consistent across ad, product page, onboarding, and deep-linked destination.

Treat product truth, Apple policy, privacy, accessibility, and downstream user quality as gates. Do not optimize installs at the expense of misleading copy, poor-fit acquisition, or unverified platform claims.

Read references selectively

• Read references/methodology.md before a broad strategy, audit, diagnosis, or recommendation that depends on incomplete evidence.
• Read references/positioning-and-messaging.md before writing metadata, campaign copy, screenshot captions, or a value proposition.
• Read references/app-store-discovery.md for App Store search, metadata, categories, Custom Product Pages, App Tags, In-App Events, ratings, and policy-sensitive discovery work.
• Read references/conversion-and-experiments.md before changing screenshots, previews, icons, product-page narrative, or planning an experiment.
• Read references/localization-and-transcreation.md before adapting copy, keywords, screenshots, or campaigns for another locale or storefront.
• Read references/launch-and-communications.md for launch sequencing, featuring, pre-orders, release communications, social, email, incidents, lifecycle messages, and review responses.
• Read references/apple-ads.md before planning or diagnosing Apple Ads.
• Read references/analytics-and-attribution.md before choosing metrics, interpreting App Store Connect data, comparing acquisition sources, or claiming an outcome.
• Read references/web-seo-and-automation.md for app websites, web-to-app journeys, international SEO, Universal Links, or metadata-as-code.
• Read references/deliverables.md for reusable briefs, plans, audits, checklists, and experiment schemas.
• Read references/sources.md when a statement is platform-sensitive, disputed, seasonal, regional, or requires a current source.

Repository instructions, verified product facts, supported storefronts, and the user's business constraints override generic examples. They never override Apple policy or the requirement to distinguish facts from hypotheses.

Route the request

Choose one lead mode and add only the supporting modes needed:

• Position: define best-fit audience, job, alternatives, differentiated capabilities, value, category, positioning statement, and message hierarchy.
• Audit: inspect the default or custom product page, localized metadata, creative sequence, policy exposure, measurement, and message continuity.
• Plan discovery: map search intent to metadata, categories, product pages, events, promoted purchases, external channels, and an experiment backlog.
• Expand to a market: research local intent, transcreate the promise, localize metadata and creatives, and define linguistic and market QA.
• Launch or communicate: build a phased launch or write a channel-specific announcement, lifecycle message, release note, incident update, or response.
• Acquire: map Apple Ads campaign and ad-group structure to intent, storefront, Custom Product Page, budget, attribution, and quality metrics.
• Experiment: define one decision-relevant hypothesis, treatment, metric, guardrails, allocation, duration, and decision rule.
• Diagnose: locate the break in visibility, page conversion, download, activation, retention, or monetization before prescribing a fix.
• Operationalize: define source-controlled metadata, localization, screenshot, validation, and App Store Connect delivery workflows.

Do not silently turn an audit, explanation, or diagnosis into live campaign changes, App Store Connect edits, ad spend, publishing, or user messaging. For mixed work, keep the positioning, journey, copy, and measurement brief here, then hand code, performance, concurrency, SwiftUI, RTL, accessibility, or bulk product-localization implementation to the relevant engineering skill. Do not claim an implementation verified from a marketing brief.

Establish the marketing contract

1. Record the product and real shipped capabilities, target Apple platforms, lifecycle stage, business model, category, storefronts, locales, and supported OS versions.
2. Record the objective, baseline, target audience and state, time horizon, available budget, owner, approval constraints, and decision to be made.
3. Inspect available evidence: product research, current metadata and creatives, reviews, search terms, campaign data, analytics definitions, retention, proceeds, experiments, and prior learnings.
4. Label every important input as verified fact, user-provided claim, assumption, hypothesis, or unknown.
5. Ask only for gaps that can materially change the strategy. Otherwise state the assumption, keep the recommendation reversible, and identify how to validate it.
6. Check live Apple documentation before relying on a limit, availability date, region, role, submission rule, metric definition, or OS requirement.

Work from truth to measurement

1. Define positioning before optimizing copy or keywords.
2. Turn the positioning into a message hierarchy: promise, audience outcome, supporting benefits, proof, features, and CTA.
3. Segment by user intent and state, not demographics alone.
4. Select the smallest set of surfaces that can reach the audience and support the objective. Keep App Store ASO separate from web SEO.
5. Map each intent to truthful metadata, creative narrative, destination, and deep link. Keep each keyword relevant to shipped functionality.
6. Transcreate by locale and storefront. Research local search language rather than translating keywords or slogans literally.
7. Define the measurement contract before launch: primary outcome, funnel denominator, cohort, window, source, guardrails, and decision rule.
8. Prefer one-variable, decision-relevant experiments. Preserve activation, retention, proceeds, quality, and trust as downstream guardrails.
9. Return the requested artifact plus evidence, assumptions, risks, ownership, and the next measurement checkpoint.

Apply hard guardrails

• Give current official Apple documentation priority over vendor guidance.
• Treat undocumented ranking behavior and vendor benchmarks as hypotheses, not platform facts or universal targets.
• Never promise ranking, featuring, approval, conversion lift, or campaign performance.
• Never use keyword stuffing, irrelevant or trademark-infringing terms, bought or incentivized ratings, fabricated reviews, or misleading creatives.
• Match screenshots, previews, accessibility claims, pricing context, and feature claims to the submitted and available product.
• Follow Apple marketing identity guidance for badges, devices, product names, and trademarks; flag legal review when rights or comparative claims matter.
• Do not claim accessibility-label support without evidence that the relevant common tasks work on each claimed device.
• Respect consent, privacy-preserving attribution, and data minimization. Do not recommend fingerprinting or policy circumvention.
• Mark announced but unreleased Apple capabilities as upcoming and state the verification date. Do not plan them as available inventory.

Report completion

State the lead mode, objective, audience, storefronts and locales, evidence reviewed, verified facts, assumptions, deliverables, hypotheses, metrics, decision rules, policy checks, unresolved risks, and next checkpoint.

Use “draft pending product or market validation” when essential evidence is missing. Reserve “ready to execute” for a plan with owners, approved assets, instrumentation, compliance checks, and explicit launch and rollback criteria.