APP STORE CONNECT GUIDE
What Is SKU in App Store Connect? Meaning, Rules, Examples and Best Practices
The SKU field looks small when you create an App Store Connect record, but it is permanent. This guide explains what it does, what it does not do, how to name it, and how it differs from your Bundle ID and Apple ID.
Quick answer
An App Store Connect SKU is a unique internal ID that you choose for an app record. Customers never see it, it does not affect App Store search ranking, and it does not need to match your Bundle ID. Pick a meaningful, consistent value because Apple does not let you edit it after you save the app record.
What does SKU mean in App Store Connect?
SKU stands for Stock Keeping Unit. In App Store Connect, it is not a public product code or a marketing keyword. It is an internal identifier you assign when you create a new app record.
Apple describes the SKU as a unique ID for internal tracking that is not visible to customers. Think of it as a stable label for your own catalogue of apps. If you publish one app, the value is simple. If you manage many apps, it helps you identify the product in internal notes, reporting exports and team conversations without relying only on a public app name that may change.
Important: the SKU belongs to the App Store Connect app record. It is not embedded in your Flutter, Xcode or iOS app code, and it is not the identifier used by iOS to install your app.
Where do you enter the SKU?
You set it while creating a new app record in App Store Connect:
- Open Apps in App Store Connect.
- Select the add button (+) and choose New App.
- Choose the platform, app name, primary language and Bundle ID.
- Enter a unique SKU that follows Apple’s rules.
- Choose user access, then create the record.
Apple requires an app record before you upload a build to App Store Connect. The SKU is one of the fields in that creation flow, alongside the Bundle ID—not a setting you add later in Xcode.
App Store Connect SKU rules
Apple’s rules are short, but the permanence is the important part.
- It must be unique for the app record.
- You can use letters, numbers, hyphens (
-), periods (.) and underscores (_). - It cannot start with a hyphen, period or underscore.
- It is for internal tracking and is not shown to customers.
- You cannot edit it after saving the app record.
Use plain ASCII naming. Avoid spaces, emojis, special symbols and names that will be confusing in exports or team documentation. Even where a character may appear to work, a simple predictable convention is safer.
Good App Store SKU examples
A good SKU is readable, stable and useful to your organisation. It should describe the product, not act as an App Store keyword field.
| Use case | Recommended SKU example | Why it works |
|---|---|---|
| One independent app | codemicros-aroundme-ios | Includes a consistent publisher prefix, product name and platform context. |
| Construction app | codemicros-site-material-tracker | Clear product identity without copying the Bundle ID. |
| Notes app | cm-today-pin-001 | A compact catalogue-style convention that can scale. |
| Internal product line | CM.PROD.2026.004 | Works if your team uses year and sequence tracking consistently. |
| Client project | clientname-projectname-ios | Useful only when you are authorised to use the client name internally. |
Examples to avoid
_aroundme— starts with an underscore.-app001— starts with a hyphen..myapp— starts with a period.Best GPS App 2026— looks like marketing copy and uses spaces; it is not an ASO field.test— technically memorable, but too vague to manage at scale.com.codemicros.around_me— it may look familiar, but using the exact Bundle ID as your SKU removes a helpful distinction between identifiers.
SKU vs Bundle ID vs Apple ID: the difference developers should know
| Identifier | Who creates it? | Where it is used | Customer visible? | Can you change it? |
|---|---|---|---|---|
| SKU | You | Internal App Store Connect tracking | No | No, after app-record creation |
| Bundle ID | You / your Apple Developer setup | Xcode target, signing, capabilities, app build and App Store Connect | Usually not presented as storefront copy | Not after you upload a build for that app record |
| Apple ID | Apple automatically | App Store Connect and App Store URL identification | It can appear in the App Store URL | No |
Simple way to remember: Bundle ID identifies the software package; Apple ID identifies the App Store listing; SKU is your internal catalogue label.
App name: AroundMe: Nearby Places
SKU: codemicros-aroundme-ios
Bundle ID: com.codemicros.around_me
Apple ID: generated automatically by AppleWhat SKU does not affect
Choosing a clever SKU will not improve app discoverability. The field is not displayed on the App Store product page and is not a ranking keyword. It does not change:
- App Store search or ASO performance
- Your public app name, subtitle or description
- Keywords, screenshots, icon, category or reviews
- The app’s iOS bundle identifier or Xcode configuration
- TestFlight testing, App Review speed or approval outcome
- In-App Purchase product IDs, subscription IDs or RevenueCat entitlement IDs
- Your App Store price, proceeds or tax information
For ASO, spend your attention on accurate app name and subtitle, clear screenshots, relevant keywords, a strong value proposition and a reliable product experience—not the SKU.
A practical SKU naming system for independent developers and teams
Use a convention before you create your next app record. The best format is the one you can still understand two years from now.
Recommended format
publisher-product-platform
Examples: codemicros-calqen-ios, codemicros-money-ledger-ios, codemicros-today-pin-ios.
For multiple editions or internal catalogues
publisher-product-edition-year-sequence
Example: codemicros-civil-calc-pro-2026-01.
Keep the SKU stable even if you later change the public app name. A public rename is a marketing decision; an internal SKU is a record-keeping decision. Do not put a version number such as v1 in the SKU unless it identifies a genuinely separate product, because the SKU is not meant to change with each app update.
Common SKU mistakes to avoid
Trying to use SKU as an SEO keyword field
It is hidden from customers. Put keyword research into the app name, subtitle and keyword metadata instead.
Entering a temporary value
Do not write test, newapp or a placeholder you plan to fix later. Apple says the SKU cannot be edited after the app record is saved.
Confusing it with the Bundle ID
Your Bundle ID must match the identifier configured in Xcode when you upload a build. The SKU has no such code-level match requirement.
Using release versions in the SKU
App versions change. Your SKU should identify the product record, not the build you submit this month.
Making a different convention for every app
Inconsistent IDs become difficult to search, explain and audit. Write your convention in the repository README or an internal release checklist.
App Store Connect SKU FAQ
Is SKU visible on the App Store?
No. Apple states that SKU is for internal tracking and is not visible to customers.
Can I change my SKU later?
No. Apple says you cannot change the SKU after you add and save the app record. Choose it carefully before clicking Create.
Does SKU have to match the Bundle ID?
No. They are different identifiers with different purposes. Keeping them related but not identical is often easier to manage.
Does SKU help App Store SEO?
No. It is not public metadata and does not improve App Store search ranking.
What SKU should I use for a Flutter app?
The technology stack does not change the SKU rule. Use the same internal convention you use for native iOS apps, such as codemicros-my-flutter-app-ios.
Is SKU the same as an in-app purchase product ID?
No. In-App Purchases and subscriptions use their own product identifiers. Do not reuse the app SKU as a replacement for those IDs.
Before you create the app record
- Confirm the public app name, primary language and correct Bundle ID.
- Choose a unique SKU that follows your naming convention.
- Check that it does not start with
-,.or_. - Make sure it does not contain a temporary release version you will regret later.
- Record the SKU, Bundle ID and Apple ID together in your project release notes or app inventory after Apple generates the Apple ID.
Google Discover publishing checklist
- Use the SEO title, permalink, search description and labels supplied above without stuffing more keywords into the body.
- Publish an original 1200 × 630 px or larger featured image with the supplied alt text.
- Show a visible author, publish date and update date; update the post if Apple changes App Store Connect fields or rules.
- Configure canonical, Open Graph and
max-image-preview:largein the Blogger theme—not in the post body. - Keep the article fast, mobile-friendly and helpful. Discover has no special submission or guaranteed placement.
