Introduction
Your app might be beautifully designed, fully functional, and ready to solve real problems — but if it’s placed in the wrong App Store category, you’re sabotaging your chances of discovery.
In 2025, App Store categories play a crucial role in how users find your app, how you rank, and how you perform against your competitors. Whether you’re publishing on the Apple App Store or Google Play, choosing the right primary and secondary category is not just a formality — it’s a strategic growth decision.
In this guide, we’ll break down:
The complete list of App Store categories
The difference between categories and subcategories
How categories impact rankings, ASO, and keyword placement
Which categories are most competitive in 2025
And how to choose the best category to increase your app’s visibility and downloads
What Are App Store Categories?
App Store categories are how Apple and Google organize apps in their respective stores. Think of them like digital shelves — they help users browse, discover, and compare apps based on function, interest, or industry.
When submitting your app, you’ll be required to select:
A primary category (mandatory)
A secondary category (optional but recommended on the Apple App Store)
Correct categorization helps you:
Appear in the right top charts and trending sections
Show up in related app recommendations
Rank higher in category-specific search queries
Compete against apps with similar functionality and scale
Complete App Store Category List (Apple App Store – 2025)
Apple currently offers over 25 official app categories. Some of the most competitive and popular include:
Business
Productivity
Lifestyle
Health & Fitness
Finance
Education
Utilities
Shopping
Entertainment
Games (subdivided into Action, Puzzle, Strategy, etc.)
Pro tip: Some categories also allow subcategories, which further refine your app’s positioning and increase your chances of ranking in niche searches.
Google Play Categories (2025)
Google Play categorizes apps into two main groups:
Applications (e.g., Tools, Finance, Education, Communication)
Games (with over a dozen sub-genres)
Popular categories on Google Play include:
Tools
Communication
Productivity
Health & Fitness
Business
Education
Social
Personalization
Unlike Apple, Google only allows one category per app, making that choice even more critical.
How Categories Affect App Store Optimization (ASO)
Your category influences:
Your app’s search ranking for category-related terms
Your visibility in Top Charts
User expectations for features, design, and UX
The difficulty of ranking (based on category competition)
For example:
The “Productivity” category is highly competitive, but users are actively searching for task managers, calendars, and scheduling apps.
The “Business” category may be less crowded but might not align with your app’s core use case if you’re focused on freelancers or solopreneurs.
Most Competitive App Store Categories in 2025
According to industry data and ASO trends, these are currently the most competitive categories:
Apple App Store:
Games (all sub-genres)
Social Networking
Productivity
Health & Fitness
Shopping
Google Play Store:
Games
Tools
Communication
Finance
Lifestyle
If your app is in one of these, you’ll need a strong ASO strategy — from creative optimization to keyword targeting — to stand out.
How to Choose the Best App Store Category for Your App
Here’s a framework to help you make the right choice:
1. Map Features to Category Purpose
Ask: What is the core function of your app? Does it align more with “Productivity” or “Business”? “Lifestyle” or “Health & Fitness”?
2. Research Competitors
Look at the top 10 apps in the category you’re considering. Do they look like your app? Are you trying to attract the same users?
3. Balance Relevance and Competition
Sometimes, a slightly less competitive category can help you rank faster, gain social proof, and build momentum — especially at launch.
4. Check Apple and Google Guidelines
Apple and Google both provide category selection guidelines — violating these can result in rejected submissions or discoverability issues.
5. Test and Iterate
Apps on the App Store can change categories during updates. Monitor performance, conversion rates, and ASO data regularly.
Examples: Strategic Category Positioning
Example 1: A CRM App for Small Businesses (like Jonas)
Best category (Apple): Business (primary), Productivity (secondary)
Best category (Google): Business
Why: It focuses on client organization, scheduling, and invoicing — functionality that best fits under “Business,” even though it overlaps with Productivity.
Example 2: A Meditation App
Apple: Health & Fitness
Google: Health & Fitness
Why: Users are actively searching for stress relief, sleep, and wellness — perfect m
Can Changing Categories Help You Rank?
Yes — if done strategically.
Apps that struggle to gain traction in hyper-competitive categories (e.g., Productivity or Social) may benefit from pivoting to adjacent, lower-competition categories. This can:
Boost your visibility in “Top Charts”
Improve install conversion rates
Align your app with more targeted users
Final Tips for App Category Optimization
Always align your category with what users are expecting when they download
Use the secondary category (on Apple) strategically — it increases discoverability
Don’t follow competitors blindly. Make sure your feature set and user value match your category
Combine category strategy with strong metadata, creative assets, and localized content for maximum results
Conclusion: App Store Categories Are a Growth Lever
Choosing your app’s category isn’t just a setup step — it’s one of the most powerful growth levers in your ASO strategy.
Get it right, and you’ll improve your chances of discovery, increase installs, and climb the rankings.
Need help optimizing your App Store listing?
Semnexus is the #1 ranked app marketing agency in 2025, helping mobile apps scale with full-service ASO, paid acquisition, and category strategy.