Today tab stories, told at store scale#
Quick answer: Today tab ads hold the App Store front page as branded stories across 91 markets, reaching 500M plus weekly visitors. They win as showcase inventory: one sharp custom product page, editorial grade creatives and budgets that respect browsing intent.
by the folkfox bench.
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What are Today tab ads?#
Today tab ads place your app inside the App Store front page story feed, with your icon, name and custom product page carrying the visit. They are the closest Apple Ads gets to a cover slot. Start at the Apple Ads hub to place this deck in the family.
Scale is the prize: Apple reports 500M plus weekly Today tab visitors across 91 markets. Read Apple on the Today tab and our product pages deck before booking the front page.
How do you earn the front page tap?#
Build one sharp custom product page per story angle, since the Today card links to the page you nominate. Icon, first screenshot and page copy must tell one story in three seconds, or the 500M audience scrolls past.
Localise the page per priority market rather than shipping one English page worldwide. Our creative deck sequences the screenshots, and our team reviews front page assets.
| Lever | What it means |
|---|---|
| Page | One custom product page per story angle, nominated upfront |
| Creative | Icon plus first screenshot telling one story in seconds |
| Reach | 500M plus weekly visitors across 91 markets |
| Intent | Browsing traffic: judge on product page conversion first |
When does showcase inventory pay?#
Launch for moments worth featuring: launches, major updates, seasonal stories and award wins. Always-on Today spend suits household names; challengers should flight around events with tailored pages.
Book creative lead time before media lead time, since editorial grade assets decide outcomes. Two weeks of asset preparation beats two weeks of extra budget.
Where does the Today tab deliver?#
The App Store front page story feed on phone and tablet, across 91 markets with 500M plus weekly visitors. It is pure showcase: no query, no suggestion list, just the story and the tap.
Follow the tap with the nominated custom product page, never the default page by accident. Our product pages deck maps angles to pages.
Why buy the front page?#
Because front page presence borrows editorial trust that query ads cannot buy, and the audience numbers are unmatched in the store. Ranked trackers place Apple Ads number one on iOS for gaming and non gaming in the AppsFlyer 2025 index, which showcase budgets ride on.
Because stories seed branded search that results campaigns then harvest. Read AppsFlyer 2025 performance index and connect the harvest loop.
Brand Showcase Planner
Score Today tab readiness across the four assets the front page judges: icon, screenshots, page copy and localisation.
Brand Showcase Planner
Runs entirely in your browser. Nothing you type leaves this page.
The front page forgives nothing, so score honestly. Read Apple on Today stories.
Your showcase score
Run the score to see whether the front page is earned yet.
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Fresh today tab wire
Live headlines on showcase inventory, store stories and front page results from the folkfox journal.
Ready when you are#
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