I don't think any of the other answers concisely answers the question.
CFBundleDisplayName
- displayed: below icon. According to docs, should be localized, but only if the app itself is localized, otherwise there will be some kind of penalty (if this is true in reality I cannot say)
CFBundleName
- displayed: I have no idea. Docs suggest that it will be used in lists thus recommended max 16 characters, but for instance the Settings→General→Usage list of apps uses CFBundleDisplayName
really. To date I have never figured out where exactly this one is used.
Oh, this is for iOS apps, can't speak for other OSes.
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