# Apple Product Marketing

> Use when positioning, launching, promoting, localizing, or measuring an app or game for Apple platforms. Trigger for App Store product pages, ASO and search intent, keywords, screenshots and previews, Custom Product Pages, Product Page Optimization, In-App Events, featuring, pre-orders, ratings and reviews, transcreation, launch or lifecycle communications, Apple Ads, App Store Connect analytics, web-to-app SEO, and metadata automation. Use for strategy, audits, copy, experiments, and growth diagnosis; do not use for implementing product features, generic marketing unrelated to an Apple product, or unsupported App Store ranking claims.

- Skill: `kirchberg/apple-product-marketing` (Agent Skill, multi-file: 14 files)
- Install (CLI): `npx skillmds@latest add kirchberg/apple-product-marketing`
- Raw SKILL.md: https://api.skillmd.com/api/skills/kirchberg/apple-product-marketing/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: Kirchberg (https://skillmd.com/u/kirchberg)
- Updated: 2026-09-21
- Page: https://skillmd.com/skills/kirchberg/apple-product-marketing

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# 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.