ASO AgencyProductivity & AI · US iPhone listing
Does their ASO suck?
Listing creative score · first three captured iPhone screenshots
4/10Recognisable. Not convincing.
Craft opens with a life-sized promise and a miniature travel document. Offline writing, syncing and tasks follow, but no single job gets finished. The creative looks organised while its sales argument wanders between departments.
Gab’s verdict · 4/10Gabriel Machuret
One storefront, one language and a dated capture. This is an independent editorial audit, not a client case study.
Gab’s take · Five criteria. Two points each.
The documents show useful depth and the task entry is real. Keep those. The broad life-changing language is the weak link; one clear mobile writing or planning job would be much more convincing. Enlarge an editable document, demonstrate a offline-to-sync handoff or finish the task example. Broad lifestyle wording and awards cannot substitute for a practical mobile reason to install.
The document and planning context makes the organising proposition identifiable, although the lifestyle slogan is broad.
Documents and task entry appear without a completed handoff.
Decorative cards and dense documents reduce the key detail.
Travel writing moves to an unrelated unsubmitted task.
A rich document and task list show category functionality. The opening does not demonstrate a particular mobile advantage, and the award cannot turn generic document capability into one.
0: not earned · 1: useful but incomplete · 2: clearly demonstrated. Judged on the dated opening creative; public metadata provides context. These points assess creative execution, not private conversion or ranking performance. Read the scoring criteria · See all ten verdict levels
Inspect the numbered original, read the problem, then compare the proposed fix. The publisher’s creative stays unchanged.
What the visitor sees → what I’d change
Look at the original: The central document contains a travel plan while the headline presents a broad life-organisation idea.
Why I’m flagging it: Decorative cards surround a small document under an expansive promise.
Lead with one readable mobile writing benefit and a current document example.
What the visitor sees → what I’d change
Look at the original: The phone shows a travel document with a checked flight task and other trip details.
Why I’m flagging it: The travel page does not demonstrate an offline-to-connected change.
Show a continuity example with accurate offline and sync conditions.
What the visitor sees → what I’d change
Look at the original: The composer is open and the task has not visibly been submitted.
Why I’m flagging it: The composer is open without a submitted result.
Finish the same task and show its destination or scheduled state.
Proposed copy for discussion. These are not current listing fields or tested winners.
Observed listing
Task, Schedule & Reminder
Proposed alternative
Write, organise, plan your day
Name 24/30 · Subtitle 30/30 charactersKeep the writing category clear and express the planning job in ordinary language rather than another collection of AI and reminder nouns.
The tradeoff: This removes AI from the name and scheduling terms from the subtitle. Research whether those queries bring qualified users before adopting the proposal; hold metadata fixed in the workflow test.
Read the sequence from top to bottom on mobile, left to right on desktop. These are message-layout sketches, not screens from Craft or tested results.
Proposed headline
Put this in the frame: A current styled document containing one realistic, non-sensitive project or travel action.
Why it earns the space: Keep Craft’s visual character tied to a useful job.
Proposed headline
Put this in the frame: A verified offline edit with accurate content availability and reconnect explanation.
Why it earns the space: Show a bounded promise instead of suggesting every service works without a network.
Proposed headline
Put this in the frame: The actual saved task from the same document in its task view.
Why it earns the space: Close the loop without fabricating linking or reminder behaviour.
The test: Does a saved task from the same document explain Craft’s note-to-action workflow better than an open composer? The sketch gives the designer a direction; the actual product and access conditions decide what can ship.
Bring the listing. I’ll help you decide what to keep, what to fix and what to test.
Observed competitor metadata
Plan, organize, track projects
Notion names notes, tasks, AI and project organisation.
The lesson: Craft can differentiate with a concrete native writing workflow rather than a near-identical collection of broad nouns.
Observed competitor metadata
Tasks, memo & lists organizer
Evernote names AI notes, notebooks, tasks and lists.
The lesson: Explain the movement from document to action without relying on historical competitor complaints as current product facts.
Observed competitor metadata
Clean text editor for focus
Bear names Markdown notes and a clean editor for focus.
The lesson: Craft can show why a user needs its richer document-and-task connection while keeping the first action as understandable as a focused editor.
Intent candidates grounded in the listing—not fabricated search-volume or difficulty scores.
Visitor’s job: Write and organise readable personal or work material.
Evidence: The name and first two frames show styled documents with structured content.
Decision: Use a concrete document example instead of only a broad life-organisation slogan.
Visitor’s job: Keep writing without connectivity and retrieve changes later.
Evidence: The second frame claims offline writing; the description says changes sync when reconnected.
Decision: Verify available content and feature boundaries, then avoid implying network-free cross-device sync.
Visitor’s job: Capture an action from writing and see it in a task workflow.
Evidence: The description describes tasks emerging in notes, while frame three shows the task composer.
Decision: Demonstrate one verified saved task and its real context, without inventing a source-link affordance.
The unseen keyword field may already cover some of these terms. Build an evidence-backed keyword shortlist before making a metadata change.
Three 2022–2026 accounts were selected for repeatable document work, platform-specific reliability and offline expectations. An Apple Vision Pro-focused account is not used as iPhone evidence. Older missing-tags claims are not repeated as current omissions; enthusiasm for an untried feature remains explicitly untested.
Sample: 3 selected accounts from 8 displayed reviews. Dates: 2 December 2022–7 February 2026. No sentiment percentage is calculated.
23 May 2023 · 5/5 stars
“calculate inside a Craft table”
A May 2023 reviewer valued table calculations, templates and access across devices for repeated reporting.
What I’d investigate: Treat the workflow as a research lead; their claims that other apps cannot do it are not adopted, and current platform support needs checking.
Listing review source · Review ID 99554798287 February 2026 · 2/5 stars
“Mac version”
A February 2026 reviewer mainly reported Mac crashes and editing issues, explicitly said iPad was fine, and mentioned occasional iPhone crashes.
What I’d investigate: Preserve the platform distinction. Do not turn the strongest Mac complaints into evidence of the same iPhone failure rate.
Listing review source · Review ID 137246139402 December 2022 · 4/5 stars
“have not tried this yet”
A December 2022 reviewer valued offline access and moving data, but had not tried the private-folder workspace feature they praised in principle.
What I’d investigate: Keep the untested status explicit. Historical tagging and table complaints require current verification and are not treated as present missing features.
Listing review source · Review ID 9352993535A displayed review can be old, unusually positive or internally inconsistent with its star rating. These accounts suggest questions; they do not establish current defects or typical customer experience. Use the Review Research Desk to keep evidence and interpretation separate.
Decorative cards surround a small document under an expansive promise.
Deliverable: Lead with one readable mobile writing benefit and a current document example.
Creative brief and current-product checkThe travel page does not demonstrate an offline-to-connected change.
Deliverable: Show a supported continuity example with accurate offline and sync conditions.
Creative brief and current-product checkThe composer is open without a submitted result.
Deliverable: Finish the same task and show its supported destination or scheduled state.
Creative brief and current-product checkDoes a saved task from the same document explain Craft’s note-to-action workflow better than an open composer?
Check Apple’s current product page optimization guidance and custom product page guidance before configuring a test. Write your experiment brief.
1–3: thumbs down · 4–6: thumbs up and down · 7–10: thumbs up
The basics need a serious rethink.
Too many obvious things have been left unfinished.
There is a useful product here. The listing needs to show it.
Some basics work, but the opening wastes attention and under-explains the benefit.
There is usable creative here, but too much of the sales argument is left to the visitor.
Real strengths, undermined by meaningful gaps in the opening story or execution.
A clear, useful demonstration with specific refinements still needed.
The main promise is clear and supported. Refinement matters more than reinvention.
Clear positioning, thoughtful choices and very few loose ends.
An unusually clear, convincing storefront worth learning from.
An editorial verdict on the captured storefront, not a measured ASO score or an assessment of an agency’s private work.
No private analytics, search-rank dataset or internal keyword field was supplied. Review quotations are short excerpts; explanations are our summaries. App names and screenshots belong to their respective owners. We are not affiliated with Craft. Read our editorial methodology.
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