We'd like to change the name of our app within the App Store, but keep the existing name that displays when a user downloads the app. i.e. the App Store name and the name on the app when it's downloaded would be different. How can we do that?
Having Different Names For App Store vs. When Downloaded
In Xcode under "General" and "Display Name", you can enter the name it will be displayed on the device. On the App Store Connect in the "Title" section, you enter the name it will be displayed on the App Store.
However note that if the name is completely different and totally unrelated between the two, it may get rejected by the review team.
Best