App Store localization has two layers that often get confused: the app binary language and the App Store metadata language. The binary can support one set of locales while App Store Connect metadata supports another.
What App Store Connect localizes
App Store Connect metadata includes fields such as app description, keywords, app previews, and screenshots. Apple says users can search with localized keywords in countries or regions where that language is supported.
Fallback behavior
If you provide only your primary language, Apple shows that metadata in all App Store countries and regions. If no localization matches the user's language setting, Apple uses the next most relevant localization, then falls back to the primary language.
Why screenshots matter
When you add a language, screenshots and many properties initially default from the primary language. That is convenient for setup and dangerous for launch: it is how English screenshots accidentally ship inside non-English listings.
Practical checklist
- Add the metadata locale in App Store Connect.
- Replace the default screenshots for that locale.
- Review keywords as native search terms, not translations.
- Check the store page with the device language set to the locale.
Source notes
This post was checked against Apple's App Store Connect help for localizing app information.