In-app events planner
Your app
Gives the AI draft something to work from. Everything else on the page works without it.
BadgeApple
Apple’s seven self-serve badges, with Apple’s own definitions. It has to describe what the event actually is — the wrong one is rework at review.
Three more exist for games — In-Game Offer, Now On Sale, Try Before You Buy — but App Store Connect offers them only after Apple accepts a Featuring Nomination for an offer on the Apple Games app, in the United States first (Apple, read 2026-09-23). They are not in the picker because you cannot choose them yourself.
Event copy
The only source of facts for the draft. Nothing is added to it.
What the App Store shows
Shown on the card and the event page.
The card, in Search and the Today tab. Has to stand alone.
The event page, after someone taps the card.
ScheduleApple
Apple’s limits: at least 15 minutes, at most 31 days, publishable up to 14 days ahead.
Reference name
Internal to App Store Connect — never shown on the App Store.
How this works
Why an in-app event
An event card appears in Search and on the Today tab, not just your product page — and it does not need a release. Three fields, three different caps, and a schedule with limits at both ends. This gets them right before App Store Connect refuses them.
Where the limits come from
Every limit on this page is Apple’s, from App Store Connect Help — 30/50/120 characters, 15 minutes to 31 days, 14 days of lead time, and up to 10 events published at once with 15 approved in App Store Connect. Running events in several storefronts with different start days? Apple requires every start date to sit within 48 hours of the others.
What this page cannot see
In-app events go through App Review like anything else, and this page cannot see your account — the counts above are the rules, not a live tally of what you already have scheduled.
Why the badge is not scored
The badge is checked as chosen, never as correct: whether your event really is a Challenge is a judgement about the event, which is why Apple’s own definition sits beside each one. There is no score here, and nothing on this page claims an event moves your ranking — Apple publishes no such factor.
An event has to give people something genuinely new. Apple’s own badge definitions say so for Live Event, Special Event and Major Update in particular, and a re-labelled bug-fix release is the thing they exist to exclude.