App Store Connect (ASC) is Apple's web portal for publishing and managing apps on the App Store. It's the operational hub where almost everything an iOS app team does with Apple happens: submitting builds for review, configuring the store listing, setting pricing and availability, managing in-app purchases and subscriptions, running TestFlight betas, and viewing Apple's first-party App Analytics.
What you manage in App Store Connect
- Store listing / ASO metadata — [[app-title]], [[subtitle]], the keyword field, [[screenshots]], description, and [[custom-product-page]] variants.
- Builds & submission — uploading binaries and submitting for App Review.
- Pricing & availability — price tiers, territories, release scheduling.
- Monetization — configuring in-app purchases and subscriptions.
- [[testflight]] — distributing beta builds to testers.
- App Analytics — Apple's first-party impressions, conversion, and retention data.
Why it matters for ASO. App Store Connect is where ASO theory becomes practice: every metadata experiment, screenshot update, and Custom Product Page is configured here, and Apple's own App Analytics inside ASC is one source for measuring the result. The Android counterpart is the Google Play Console, which plays the same role for Play Store apps. Knowing the platform consoles is table stakes for anyone running an app's store presence.