01
Indexing
Apple and Google Play index different listing fields. Map each keyword to the field and store where it can do useful work.
02
Character strategy
Apple's fields are compact, while Google Play provides more room in its descriptions. Every character still needs a clear role.
03
Testing tools
Apple offers Product Page Optimisation and Custom Product Pages tied to paid traffic. Google offers Store Listing Experiments against the default listing.
04
Categorisation
Apple: one primary + one secondary category. Google: one primary + tags. Positioning changes.
05
Ratings
Apple aggregates ratings across versions with a decay. Google resets rating weight per version. Recovery playbooks differ.
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