Glossary/Mobile & App Marketing/App Store In-App Events
Mobile & App Marketing
App Store In-App Events
Timely events such as challenges, launches or live streams that developers showcase on App Store product pages and in search.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
App Store In-App Events are timely events, such as challenges, competitions, launches, or live streams, that developers showcase on their App Store product pages and in search results. Each event appears as a card that can attract new users and re-engage existing ones. They also give apps another opportunity for editorial featuring.