Screenshots & Previews
Screenshots/previews must match actual features, and resolution/device requirements must be strictly followed. Your screenshots are your most important “sales page” — most users decide whether to download from them.
Resolution & Quantity
| Device | Common sizes | Quantity |
|---|---|---|
| iPhone | 6.7 / 6.5 / 6.1 / 5.8 / 5.5 etc. | At least 1, up to 10 |
| iPad | 12.9 / 11 / 10.5 / 9.7 | Same |
- You can upload one screenshot and use Auto Scale to fit multiple sizes, but key info may be cropped — check key screenshots per size.
- App Preview (video): 15-30 seconds, real UI interaction, no pure promotional animation.
Content Requirements
- Real UI: use real interface screenshots; don’t use concept art that doesn’t match.
- Show core features and key paths: login, main features, and highlights should be obvious at a glance.
- Avoid misleading: don’t show features that don’t exist, inflated data, or false copy.
- If login/payment is involved, avoid sensitive info or misleading text in screenshots.
”Screenshots don’t match features” is a common 2.3 (misleading metadata) rejection. Any promise made in a screenshot must be genuinely achievable in the app.
Localization
- Localize text and captions by region to improve conversion.
- Watch different language lengths to avoid truncation.
- For key markets, localize the first 2-3 screenshots first.
Conversion Tips
- The first two images matter most: the first communicates core value; the second differentiates.
- Use text overlays: short on-image copy stating “what problem it solves”.
- Keep visual consistency: consistent style, colors, and device proportions look professional.
- Use a video when you have one: App Previews significantly lift conversion, but must be real and interactive.
Pre-Submission Checks
- Resolution and size match device requirements
- No watermarks, no irrelevant ads; no sensitive or violating content
- Consistent with the description; supports reviewer understanding
- Preview video duration and content compliant
- No false or exaggerated promises
FAQ
- Can I add frames/device shells to screenshots? Yes, but keep the core UI clear and unblocked.
- Must I create separate screenshots per language? Not required; but localizing improves conversion in target markets.
- Can preview videos be animations/promos? No — they must be real UI interaction recordings, not pure promotional animation.