App Launch Press Release
An app launch press release announces that your app is available, what problem it solves, what it costs and where to download it. It follows the standard news-release format, with the App Store and Google Play links, pricing and platform support stated in the first two paragraphs.
What is an app launch press release?
It is a one-page announcement sent to technology writers, app-review blogs, local business press and newsletters on the day your app goes live. News value comes from the problem the app solves and who it solves it for — not from the fact that an app now exists.
App coverage is crowded, so the release has to answer four questions in the first paragraph: what does it do, who is it for, how much does it cost, and where do I get it?
What to include in an app press release
- The problem in one sentence, before any feature list. "Most freelancers spend their tax money by accident" beats "an innovative financial management solution".
- Three features maximum, each tied to the problem.
- Price and model: free, freemium, subscription with the exact monthly or annual figure, or one-time purchase. Never "affordable" or "competitive pricing".
- Platforms and requirements: iOS, Android, web, watchOS, minimum OS version, whether it is a native or web app.
- Store links: the App Store and Google Play URLs, on their own line so they are easy to copy.
- Availability date and regions, plus any launch offer.
- Founder quote explaining the motivation, in plain language.
- Company boilerplate, team size, funding if relevant, and a media contact who answers within a day.
Sample: mobile app launch press release
Ridgeway Apps Launches Budget Tracker That Sets Aside Taxes for Freelancers
AUSTIN, Texas, Sept. 23, 2026 — Ridgeway Apps today launched Ridgeway Budget, a free iPhone and Android app that automatically sets aside income tax from every payment a freelancer receives. The app is available now on the App Store and Google Play, with a Pro tier at $6 per month.
Ridgeway Budget connects to a bank account or accepts manual payment entries. Each time money arrives, it moves a user-set percentage — 25% by default — into a separate tax bucket and shows how much is safe to spend. Pro adds quarterly estimated-tax reminders, mileage logging and CSV export for accountants.
"Most freelancers don't fail at taxes because they're careless. They fail because the money was spent before the bill arrived," said founder Priya Nair, who spent six years as a contract designer before building the app.
Ridgeway Budget is free for one payment source and requires iOS 17 or Android 12 and later. It is available in the United States and Canada; UK support is planned for early 2027. Download links: ridgeway.example/ios and ridgeway.example/android.
About Ridgeway Apps
Ridgeway Apps is a five-person software studio in Austin, Texas. Ridgeway Budget is its second product and has 4,000 people on its pre-launch waitlist.
Media contact: Dana Whitfield, press@ridgeway.example
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Fictional example for illustration.
App press release template
FOR IMMEDIATE RELEASE [Company] Launches [App Name], an App That [Does the One Main Thing] [CITY, State], [Mon. DD, YYYY] — [Company] today launched [App Name], a [free / $X per month / $X one-time] app for [iPhone and Android / web] that [solves this problem, in one sentence]. It is available now on [App Store and Google Play]. [How it works, in two or three sentences. Include one number that proves it works.] "[Quote about why you built it, in plain language]," said [Full Name], [title] at [Company]. [App Name] requires [OS version] and is available in [countries]. [Free and Pro tiers, exact prices.] Download: [link 1] and [link 2]. About [Company] [Company] is a [what it does] company based in [city, state], founded in [year]. [One sentence on users, funding or other products.] Media Contact [Name] [Email] [Phone] ###
Tips for app launch releases
- Lead with the problem, not the feature list. Journalists write about problems; nobody reviews a "solution".
- Give a real price. "Free, then $6/month" gets quoted; "affordable" gets ignored.
- Put the store links on their own lines. Review sites copy them directly.
- Send it the morning the app is live, with promo codes or TestFlight access for reviewers if you want a hands-on post.
- Add a local angle if you are a small studio — your city's business press needs a reason to care, and "built here" is one.
- Keep screenshots available. Link a press page rather than attaching files.
See also the other press release samples and the general press release template.
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Start My Order — From $195 See pricing »FAQ
Should an app press release mention the App Store ranking or downloads?
Only if the number is real and checkable. "12,000 downloads in the first week" is news; a vague claim about growth is not.
How long should it be?
400–600 words. Enough for a full feature explanation and a quote, short enough to read in two minutes.
Do I need to announce a launch date in advance?
Yes if you want preview coverage — a "coming Oct. 5" release can earn a spot in app roundups. Send a second, shorter release on launch day with the store links.
Can I write it myself if I'm not a writer?
Yes — our free press release generator fills in the structure for you, or our editors can write and publish it from $195.