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How to Change the Primary Locale in App Store Connect

The Primary Locale in App Store Connect is used to display information to users in countries and regions that do not have their own localization. It forms the base version of your App Store product page.

Changing the Primary Locale is a straightforward process, but it requires preparation.
Apple does not allow you to simply select a new primary language in the app settings - before switching, you must prepare the new locale and have it approved through review.
If you skip this step, you will get an error stating that screenshots are missing.

Why change your app’s Primary Locale

Sometimes it makes sense to choose a language that is rarely used by your audience but is indexed globally.
By filling this locale with your target keywords, you can expand your indexing reach worldwide.

Why Apple blocks changing the Primary Locale

The Primary Locale is your complete base app page.
It must contain:

  • All required metadata
  • Screenshots for all devices present in the current Primary Locale

If the new locale is missing even one required screenshot size, Apple will not allow the change.

How to choose a new locale

  • In ASO.dev, open the ASO Check.
  • Look at the chart to see which countries are dropping in keyword rankings.
  • If the drop is in a non-target region and it has its own localization, you can set it as the Primary Locale for the entire world.

Cross-localization is a way to make the selected locale indexed in a larger number of countries.

Learn more about Cross-Localization

Preparing the new locale

Keep the following in mind when filling out the new locale:

  • The new locale will become the Primary Locale and will be used worldwide (where no other localization is available).
  • The current locale will stop indexing in countries where it is not used as the Primary Locale.
  • All important keywords from the current Primary Locale must be moved to the new one to avoid losing indexing.
  • If no localization exists for a country, the Primary Locale (text and screenshots) will be used.
  • If a localization exists for a country, that localization will be used instead of the Primary Locale.

Important considerations

  • Upload screenshots for all sizes that exist in the current Primary Locale.
    Even if your app doesn’t support, for example, iMessage or Apple Watch, but such screenshots exist in the Primary Locale, you must either upload them for the new locale or remove them from the current Primary Locale.
  • Prepare all metadata for the new locale with the understanding that it will become the Primary Locale.
  • Submit a new version of the app for review with the new locale and full set of screenshots.
  • After approval, you can change the Primary Locale.

Step-by-step process for changing the Primary Locale

  1. Add the new locale in App Store Connect if it doesn’t already exist.
  2. Fill out metadata (name, subtitle, description, keywords, promo text).
  3. Upload screenshots for all required devices.
  4. Submit a new version for review and wait for it to be Approved.
  5. In the metadata editor, select the new locale and click the Star icon to make it the Primary Locale.
  6. Save your changes and submit for review with the new Primary Locale.