Pique immediate interest
Due to brief attention spans and the extensive app choices on the market, your first sentence or two needs to immediately grab the reader’s attention. Pinpointing why people need your app or what makes it unique is a solid place to start. Also ensure you are writing directly to your targeted audience so you can most directly relate to their wants and needs.

Explain what makes your app different from the rest.
Thousands of apps are competing for the attention of viewers, and you may even find several available apps that are similar to your own. Take time to outline what makes your app special, easier-to-use or otherwise different from all the others.

Reviewing descriptions of apps that are similar to your own can help you more precisely outline what makes your app unique. You’ll also get a better understanding of descriptions that work and those that fall flat.

Keep it simple, engaging and conversational
Even if your app creator came up with an end product that is highly complex, you want the description to be simple and easy to follow. A conversational tone is typically more engaging than a highly formal tone, as is using the active voice instead of the passive voice.

Breaking down your description into different sections can also help, particularly if each section contains short sentences and lists. For instance, one section could outline your app’s features while another might mention any technical or other pertinent details. Use subheads and bullet points to further facilitate ease of reading.

Spell out the pertinent details
Disclose important details about your app, such as its compatibility or the terms of its free trial period. Mention any fees that may be associated with your app. Tell users if they need other apps to make your app work or if it synchronizes with specific services. Disclosing the so-called fine print up front can help build confidence in your app as well as your entire company.

Avoid overload
While you want to explain any specific details apps users may need to know, you don’t want to thrust them into information overload. Microsoft says effective app descriptions can contain as few as 200 words, and even the most complex should never exceed 3,000.

The main aim of your app’s description is to entice your audience it to try it, not give them a specific how-to on every instructional step for making it work. Avoid using links, which typically don’t work in the description field. Don’t try to explain your entire company philosophy, background or other products.

Your app description should focus solely on the app, giving it adequate space to shine

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With the introduction of iOS 7 by Apple, we are given the same option – stay with what we know, or move into to a new (more fluorescent and flat) world.

Some will choose the blue pill for now, and remain in the pretty 3D world that has been home to the iOS experience so far. Others will swallow the red pill, opting for the new and being rewarded (according to Apple) with a cleaner and more modern look. Sadly, users of the original iPad 1 don’t have a choice since it isn’t compatible with iOS 7 and can’t be upgraded beyond iOS 6.

I chose to swallow the red pill immediately after it was offered. I’ll admit that I spent some time using online tutorials to re-learn how to do once familiar tasks. But, since the iOS 7 release on Sept. 18, I have updated several devices and am pleased with the final results.

I can truly say it seems like I am using a new device. Some of the benefits I’ve noticed are:

• A new user interface

It’s like getting a new phone … for free! There are new icons for standard iOS apps like Music, FaceTime, Messages, Mail and Calendar. Bright neon colors make these apps really stand out. I’m a Helvetica guy and a part of me will always be Mid-Century Modern. I am confident that renowned designer, Charles Eames, would approve of this design.

• New functionality for old apps

My favorite update is Calendar, which now has a much easier-to-read screen with full-year views that make it easy to see dates far into the future. The date scroll by week makes it great to review a full week, with limited interaction.

• Easier-to-use Control Center

With a fast flip of the thumb you can quickly access items in Settings that you once had to dig for.

• Updated search feature

Search is always right there. Just swipe down at the top of the screen and enter your search criteria. Search is also expanded to include other apps on your device as well. One search can locate pretty much anything on your phone or tablet. 

• Updated Photos app

The refreshed Photos app enhances photo organization and allows you to share photos with a single click.

• AirDrop file sharing

File transfer between recent iOS devices can now be done in an instant with the Bluetooth-based AirDrop. You can even move files between your iOS device and a Mac computer running OS X Lion. The convenience of not having to hunt for a network connection is great.

The current (and stable) release, version 7.02, launched on Sept. 26. It seems to be working well and app builders are catching up with this new version. App developers such as myself were given plenty of notice and were supplied a Software Development Kit (SDK) by Apple so that iOS 7 apps could be developed and tested before the iOS update was released to the public.

Adobe worked hand-in-hand with Apple to ensure that apps built on the Adobe platform would be compatible and stable right out of the gate. 58łÔąĎÍř worked with Adobe to ensure that 58łÔąĎÍř Apps were just as ready, and I’m happy to say that 58łÔąĎÍř Apps are compatible with iOS 5 – iOS 7.

If you choose to swallow the red pill now, I hope you enjoy the experience as much as me!

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