App Store Connect Localization Management: Why There's No Bulk Add Feature (And What to Do Instead)

The frustration every app developer knows too well

Picture this: you've just finished translating your app's metadata into ten different languages. You're ready to upload everything to App Store Connect, expecting to find a simple "Apply to all languages" button or maybe a CSV import feature. Instead, you're faced with the reality that makes developers worldwide groan—you have to enter each translation manually, one language at a time, clicking through separate forms with no copy function in sight.

Why Apple keeps localization manual

Apple's manual approach serves multiple purposes: it discourages low-quality machine translations from flooding the App Store, avoids the technical complexity of validating multiple languages simultaneously (character limits, RTL text, encoding), and creates a clear product distinction—casual developers use the manual UI while serious teams invest in the API.

There's also an ASO philosophy at work. Apple wants developers to tailor metadata for each market rather than copying the same text everywhere. The manual process forces you to think about each locale individually, theoretically leading to better-optimized listings.

Breaking free: Three paths to faster localization

The good news? You don't have to accept the status quo. Developers have created several workarounds that dramatically reduce the time and tedium of App Store localization.

• Automation Tools (ReTranslate, etc.): The fastest path for most teams. These services provide a user-friendly interface that connects directly to App Store Connect, letting you translate and publish metadata across all languages in minutes instead of hours. They typically offer translation services, metadata management, and direct publishing capabilities—cutting your localization time by up to 90%. If you're not a developer or simply value your time, this is usually the sweet spot between ease and effectiveness.
• App Store Connect API: Maximum control if you're comfortable writing code. Apple's official API lets you programmatically create and update app metadata, screenshots, and in-app purchase localization. You'll need to handle authentication (JWT tokens), respect rate limits, and write your own validation logic, but you get complete flexibility. This approach works best when you have specific workflow requirements that off-the-shelf tools don't address.
• Fastlane: The middle ground—an open-source command-line tool that abstracts away the API complexity while still giving you code-level control. Popular in iOS development circles, Fastlane integrates beautifully with CI/CD pipelines and lets you manage screenshots, metadata, and submissions through simple configuration files. Perfect if you're already using continuous integration or prefer infrastructure-as-code approaches.

Which approach fits your situation?

Choose automation tools if you're updating regularly, managing 5+ languages, and prefer visual interfaces. Pick the API or Fastlane when you need control and want to integrate localization into your CI/CD workflow. Stick with manual only if you're updating rarely (once per version) and supporting ≤3 languages.

Getting started with Fastlane: A quick example

If the code-based approach appeals to you, Fastlane offers a gentler learning curve than raw API work. Here's how you might set up a basic localization workflow:

lane :release_localized do
  # 1) Generate localized screenshots
  snapshot(
    scheme: "AppStore",
    languages: ["en-US", "de-DE", "ja-JP"]
  )

  # 2) Upload metadata from ./fastlane/metadata
  deliver(
    submit_for_review: false,
    skip_binary_upload: true
  )
end

Place metadata files under fastlane/metadata/<locale>/ (e.g., keywords.txt, description.txt, release_notes.txt in folders like en-US, de-DE, ja-JP). Fastlane reads these files and pushes everything to App Store Connect automatically, making your localization content versionable and automatable.

Key considerations for API users

If you're building on Apple's API directly: treat your API keys like production credentials (rotate regularly, use environment variables, never commit to version control). Implement retry logic with exponential backoff for rate limits. Always validate character limits locally before making API calls—rejected requests still count against your quota.

Stop fighting the UI, start automating

Apple's manual interface isn't changing. The question isn't whether to automate, but which path fits your workflow. For most teams, automation tools like ReTranslate offer the fastest path to multi-market publishing. For developers needing custom workflows, the API and Fastlane provide full control.

Every hour spent copying and pasting is an hour not spent building features or growing your app. Choose your automation path wisely.