App Store Localization During Development vs After: What Professional Developers Actually Do

Three timing strategies

There isn’t one “correct” moment to localize. Teams choose timing based on risk, resources, and launch goals. Here are the three common models and when they make sense.

• During development: clean architecture, slower initial velocity
• After core features: quick MVP, add localization before launch
• Launch English, add later: validate first, retrofit when data supports it

In‑app vs metadata

Treat in‑app localization and App Store metadata as separate decisions. Build your app localization‑ready (strings, UI expansion, formatters). Localize App Store metadata early for top markets — it’s code‑free and fast.

Hybrid approach (recommended)

Most teams land in the middle: build for localization from day one, but localize App Store presence where it pays back first. It’s fast, data‑driven, and low risk.

• Build localization‑ready code from day one
• Launch English only initially if needed
• Localize App Store metadata for top 3–5 markets based on analytics
• Expand languages and in‑app strings as traction grows

Signals to add languages

Let the store tell you where demand already exists. These thresholds prevent over‑engineering and focus effort where it returns.

• 10%+ impressions from a country
• Growing downloads by storefront
• High ARPU markets (JP, DE), underserved volume markets (BR, ID)

Migration plan if you started English‑only

If you already shipped in English, don’t rewrite everything. Migrate in weekly slices and keep releases moving.

1. Week 1: Extract strings; remove hard‑coded UI text; add String Catalogs.
2. Week 2: Localize App Store metadata for top 3–5 markets; ship.
3. Week 3: Add screenshots for the same markets; adjust layouts for long text (German).
4. Week 4: Add 2–3 more languages; standardize glossary/terminology.

Team patterns that work

Different team sizes optimize for different constraints. Steal the pattern that matches yours.

• Indie: Metadata first; in‑app strings later. Automate “What’s New”.
• Small team: Weekly cadence with a localization checklist (keywords → metadata → screenshots).
• Enterprise: CI step that fails builds if new strings aren’t in catalogs; Fastlane for screenshots.

Common pitfalls

These stall launches and waste cycles. Avoid them from day one.

• Translating keywords literally; no per‑market ASO.
• Shipping localized metadata without screenshots (conversion loss).
• Letting “What’s New” remain English, slowing update adoption.