How to Write a Press Release for Your App Launch (+ Template)

Launching an app gives you something concrete to announce. The harder part is explaining why anyone outside your company should care.

A good press release helps with that. It packages the news in a format a journalist or industry publication can quickly understand, verify, and turn into a story. It also gives partners, employees, and customers a consistent announcement to share.

That does not mean every app launch will earn media coverage. The release still needs a useful angle, and it needs to reach people who cover your market. 

Here’s how to put it together.

What Can an App Launch Press Release Do?

An app launch press release is an official announcement that explains what you have launched, who it is for, and why it matters now.

It can help you:

• Give journalists and bloggers accurate source material.
• Create a permanent announcement you can link to from outreach and social posts.
• Supply partners and stakeholders with approved launch language.
• Introduce the app to trade publications covering your company, category, or region.
• Support a broader launch campaign across email, social, your website, and customer communications.

What it can’t do is manufacture interest on its own. Paying to distribute a release may place it on syndicated news pages, but that’s different from earning relevant editorial coverage or attracting app users.

Putting out a press release is easy. Anyone with a few $ to spend can do it.

The hard part is getting traction for it - communicating what's genuinely newsworthy about your launch, and getting outlets excited to reshare it through their channels.

What to Include in an App Press Release

Most app launch releases follow a familiar structure:

1. Headline: State the launch and its main relevance in plain language.
2. Optional subheading: Add one useful detail that did not fit naturally in the headline.
3. Dateline and opening paragraph: Cover who, what, when, where, and why.
4. The problem and audience: Explain what customers were struggling with and who the app is designed to help.
5. The launch details: Describe the most important capabilities without turning the release into a feature inventory.
6. A useful quote: Add perspective from a founder, product lead, customer, or partner. The quote should interpret the launch, not repeat the paragraph above it.
7. Availability: Link directly to the App Store and Google Play, and state any region, device, account, or pricing limitations.
8. Company boilerplate: Include a short, factual company description.
9. Media contact: Give a named contact, email address, and a link to supporting images or a press kit.

That's enough for most announcements. A concise, specific release is easier to use than a long document that tries to tell the company's entire story.

App Launch Press Release Template

Use this as a starting point, then rewrite it around the real reason your launch matters.

Headline

[Company] Launches [App Name] to Help [Audience] [Achieve Outcome]

Subheading

The new iOS and Android app brings [main benefit or differentiator] to [market or customer group].

Opening

[City, Date] - [Company] today announced the launch of [App Name], a new [type of app] for [target audience]. The app helps users [primary outcome] by [brief explanation of how it works].

Context

[Describe the customer problem or market change behind the launch. Keep this grounded in the audience's situation.]

What the App Offers

[Explain two or three capabilities that matter most, and connect each one to a user benefit.]

Quote

“[A short quote that explains why the company built the app, what changed for customers, or what the launch represents],” said [name and title].

Availability

[App Name] is available now on [App Store link] and [Google Play link]. [Add pricing, market availability, or account requirements if relevant.]

About [Company]

[Two or three factual sentences about the company, its customers, and what it does.]

Media Contact

[Name]

[Role]

[Email]

[Press-kit or asset link]

Tips for Writing the Release

Here are a few tips to help you put out the best press release possible, based on the thousands of app launches we've been a part of.

Find the Story Behind the Feature List

“We launched an app” is an announcement, but it is not always a story.

The stronger angle may be that customers can now reorder in seconds, access a service in a new market, receive real-time updates, or use an existing product in a more convenient way. Lead with the change for the audience, then use features as evidence.

Write for Someone Outside the Company

Internal phrases often make sense to the team and nobody else. Remove product jargon, unexplained acronyms, and claims such as “revolutionary” or “best-in-class.”

If a sentence could appear unchanged in almost any technology launch, make it more specific.

Give People Everything They Need to Act

Link directly to both store listings. Include high-resolution screenshots, your app icon, company logos, and contact details. If access requires an account or paid subscription, say so.

Apple provides official guidance on using its App Store badges and product imagery. Follow the relevant store rules rather than redrawing badges or pulling low-resolution assets from screenshots.

Keep Quotes Human

A quote should sound like something the person might say in an interview. Use it to add judgment, context, or a customer perspective.

Avoid quotes that only restate the launch with extra adjectives. They take up space without giving a journalist anything new to work with.

How to Distribute an App Launch Press Release

Start with a short, relevant media list. This may include:

• Trade publications covering your industry.
• Local or business press if the company or launch has a regional angle.
• Journalists who have covered your company, competitors, or category.
• Newsletters, podcasts, and creators serving the app's target audience.
• Partners, associations, customers, and investors who may share the announcement.

Send a brief personal pitch that explains why the launch fits that publication or audience, then link to the full release and assets. Do not paste a long generic release into dozens of inboxes and expect the distribution list to create relevance for you.

A press-release distribution service can provide a public record and wider syndication. Treat that as a supporting channel, not a replacement for direct outreach.

App Press Release Checklist

Before sending the release, check that:

• The headline clearly states what launched and why it matters.
• The opening answers the basic who, what, when, where, and why questions.
• The copy focuses on customer value rather than every feature.
• Claims, dates, names, job titles, and quotes are accurate and approved.
• App Store and Google Play links work.
• Screenshots, icons, logos, and contact details are easy to access.
• Pricing, availability, and account requirements are clear.
• The outreach list is relevant to the announcement.

Once those pieces are in place, the release can do its real job: make your launch easy to understand and easy to cover.

It should sit inside a wider promotion plan, though. We covered the other channels worth using in our guide to driving app downloads for an ecommerce store.

If you are still planning the app itself, you can also book a consultation to see how MobiLoud works and whether it is the right fit for your brand.