The App Store app name is one of the smallest fields with the biggest ASO impact. Apple gives you a localized name that appears on product pages and when users install the app, but it must stay between two and 30 characters.
What the name should do
- Make the brand or product recognizable in search results.
- Include one clear category word only when it fits naturally.
- Stay readable when truncated beside the icon.
What to avoid
Do not turn the name into a keyword dump. If the actual brand is short, use the subtitle and keyword field for extra search coverage. A name like "Luma - Photo Editor" is easier to trust than a list of every related feature.
Editing reality
Apple says you can edit the app name until you submit the app to App Review. Later, you change it when creating a new version or when the app version status allows the property to be edited.
Source notes
Apple's App information reference lists the two-character minimum, 30-character maximum, and edit timing for the localized app name.