Storefronts and localization names read from Apple’s App Store localizations reference; language codes and field limits from Google Play’s translation language list and each store’s field reference. Checked August 29, 2026.
| Property | Value |
|---|---|
| Language | English — English |
| App Store localization | English (U.S.), English (U.K.), English (Australia), English (Canada) |
| Google Play code | en-US, en-GB, en-AU, en-CA, en-IN, en-SG, en-ZA |
| Script | Latin · left-to-right |
| Default storefronts | 137 |
| Supported storefronts | 174 |
| Keyword field | 100 bytes ≈ 100 English characters |
| Our translator code | en |
English is not one localization but four on the App Store, and English (U.K.) is the one that matters structurally: it is the default language of the large majority of the world’s storefronts, including markets with no historical connection to Britain.
The practical consequence is that if you ship only English (U.S.), most storefronts fall back to your primary language anyway — but adding English (U.K.) lets you spell, price and phrase for the storefronts that actually default to it.
Where a English listing appears
Apple publishes the default language of all 173 App Store storefronts. English is the default in 137 of them, and an additional supported language in 37 more.
Default language in
Additionally supported in
What you translate, and what it costs you
Both stores cap the same fields, and neither cap changes by language — but the amount of meaning you fit inside them does. Apple’s keyword field is the one that surprises people: it is measured in bytes, so Latin at about 1 byte per character leaves roughly 100 characters. Google Play counts characters instead, and says so explicitly: its limits “apply to both full-width and half-width characters”.
| Store | Field | Limit |
|---|---|---|
| App Store | App name | 2–30 characters |
| App Store | Subtitle | 30 characters |
| App Store | Keywords | 100 bytes |
| App Store | Promotional text | 170 characters |
| App Store | Description | 4,000 characters |
| Google Play | App name | 30 characters |
| Google Play | Short description | 80 characters |
| Google Play | Full description | 4,000 characters |
The screenshots are part of the localization
Both stores let you upload a separate screenshot set per localization, and in practice the captions are what sells — a translated description under English screenshots converts like an English listing. Design the frames once, then export the same layout per language rather than rebuilding it: that is the difference between localizing into English in an afternoon and not doing it at all.
Write it once, ship it in English
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