Image Source: AI Generated You might be surprised to learn that users spend just 7 seconds on an app store product page .
Those precious few moments are all you have to convince someone to download your app. Users rarely scroll past the first three screenshots, making them crucial for your success . We've seen apps transform their conversion rates and boost downloads by optimizing their screenshot sizes. This directly leads to better revenue .
Making screenshots for all devices takes time - often 10+ hours for just 10 locales . Apple limits you to 10 screenshots per localized listing , so each one needs to count.
This piece covers everything about app store screenshot requirements and Apple's guidelines. You'll learn the exact app store connect screenshot sizes needed in 2025, plus proven best practices that boost conversions.
The step-by-step guide will help you master app store screenshot sizes and requirements, saving your development time. This applies whether you're launching a new app or updating an existing one.
Why App Store Screenshots Matter
The battle for user attention in app stores is fierce. Your app screenshots are the frontline soldiers in this battle. They often decide whether someone will download your app or scroll past it.
How screenshots influence downloads
Users rarely read descriptions while browsing app stores. They scan screenshots to quickly answer simple questions: what does this app do, does it look trustworthy, and is it what they need? [1]
Great-looking screenshots can change how users see your app and make them more likely to download it [2]. Research shows that 60% of users decide to install an app within 5-7 seconds, based on the screenshots they see [2]. This makes the right app store screenshot sizes a key factor for conversion.
Eye-catching screenshots can boost your downloads, which helps your app rank better in search results. This leads to lower costs per install from both organic and paid sources [2]. The numbers speak for themselves—SplitMetrics found that adding videos to App Store listings increases conversion rates by 16%. StoreMaven's data shows videos can boost engagement and conversions by 20-35% [2].
Good screenshots show more than just the interface. They demonstrate your app's capabilities [2]. Users can quickly understand how easy the app is to use and what features they might enjoy.
Role in App Store Optimization (ASO)
Screenshots don't directly affect keyword rankings in traditional ASO, but they're vital to your app's overall optimization strategy [3]. Learn more about AI-powered metadata generation.
Apple now extracts text from screenshot captions and uses it as keyword metadata [4]. Screenshots aren't just about conversion anymore—they help with discovery too. Keywords in screenshots work separately from those in the name, subtitle, or keyword list. This gives you more ways to optimize [4].
Beyond the technical side, screenshots are great marketing tools that attract users and highlight your app's best features [3]. They help you:
- Get more traffic to your product page by appearing with your app's title and subtitle in search results
- Give users a quick look at your product's interface and features
- Show off your brand's visual style in a text-heavy marketplace
- Build connections through relatable images and scenarios [3]
First impressions and user behavior
First impressions matter more than you might think. Studies show people form opinions quickly—in just 17 to 50 milliseconds they get their first "gut feeling" about what they see [3].
Only 9% of users look at all screenshots. Most people only see your first three (or one for landscape view) [3]. Games fare slightly better at 17% [3].
Your first screenshot must answer one question clearly: what does this app do? [5] It should work even as a small thumbnail that someone glances at briefly. The first two screenshots matter most because 60% of users won't look at your full gallery [2].
Using the right app store screenshot sizes isn't just about following rules. It helps you make the most impact during that crucial decision moment. Clear, well-formatted screenshots help users understand your app's value quickly, making them more likely to download it.
Understanding App Store Screenshot Requirements
Your app screenshots need to be perfect for the App Store submission process. Wrong dimensions can get your app rejected or hurt your conversion rates. Here's what Apple wants in 2025.
Apple App Store screenshot guidelines
Apple has strict rules about what you can and can't show in your app screenshots. You need at least one and up to ten screenshots for each device type [6]. These screenshots must show real screens from your app's interface [7].
Note that Apple won't allow images of people holding devices or anything that isn't a direct capture from your app [7]. This helps users focus on what your app does rather than marketing materials.
The first three screenshots can make or break your app's success. These are often the only ones users see in search results and featured spots [3].
To get the best results:
- Your first screenshot should show your app's value with a clear call-to-action [3]
- Use real visuals from your app
- Keep text short and readable
- Make sure visuals match each target market's language [3]
App Store Connect screenshots sizes
Apple has updated its screenshot requirements for 2025 to work with newer devices. The biggest change requires 6.9-inch iPhone screenshots (for iPhone 16 Pro Max) and 13-inch iPad screenshots [4].
iPhone Screenshot Requirements (2025):
- 6.9" Display (iPhone 16 Pro Max/Plus): 1290 x 2796 pixels (portrait) or 2796 x 1290 pixels (landscape) [4]
- 6.5" Display (iPhone 14 Plus, 13 Pro Max, etc.): 1284 x 2778 pixels (portrait) or 2778 x 1284 pixels (landscape) [4]
iPad Screenshot Requirements (2025):
- 13" Display (iPad Pro M5/M4): 2064 x 2752 pixels (portrait) or 2752 x 2064 pixels (landscape) [4]
- 12.9" Display (iPad Pro 2nd gen): 2048 x 2732 pixels (portrait) or 2732 x 2048 pixels (landscape) [4]
New and updated apps must include these two sizes (6.9" iPhone and 13" iPad) [7]. The system will automatically scale your screenshots to fit smaller devices [7].
You'll also need specific screenshots for:
- Mac: One of several sizes with a 16:10 aspect ratio (e.g., 2880 x 1800 pixels) [4]
- Apple TV: 1920 x 1080 pixels or 3840 x 2160 pixels [4]
- Apple Watch: Various sizes depending on the series (e.g., 422 x 514 pixels for Ultra 3) [4]
- Apple Vision Pro: 3840 x 2160 pixels [4]
Each device type needs its own set of screenshots. If you're making your app available in different languages, you'll need separate screenshots for each locale [3].
Accepted formats and file types
Apple lets you use three file formats: .jpeg, .jpg, and .png [4]. Your screenshots must be flattened files in RGB color space without any transparency [7].
App preview videos are optional but they are a great way to get attention. Apple accepts:
.mov,.m4v, and.mp4formats for H.264 videos.movformat for ProRes 422 (HQ only) [6]
Screenshots can't be larger than 10MB [7], and preview videos should stay under 500MB [4]. Your app preview video must match the screenshot resolution for that device [7].
You can include up to three videos per device size and language [4][6]. These videos should run between 15-30 seconds. The App Store will always show videos before screenshots, even if you try to rearrange them [6].
These technical requirements help your app stand out in the competitive App Store. Screenshots that follow Apple's guidelines will look great on all devices and show potential users what makes your app special.
Screenshot Sizes for All Apple Devices (2025 Update)
The perfect screenshot starts with knowing the right dimensions for each Apple device. Apple's 2025 update brings significant changes to screenshot requirements that developers need to follow.
iPhone screenshot sizes
Apple now requires 6.9-inch iPhone screenshots as the baseline for all new and updated apps [7]. These dimensions are essential for iPhone 16 Pro Max and iPhone 15 Pro Max:
- iPhone 6.9" Display (iPhone 16 Pro Max/Plus, iPhone 15 Pro Max/Plus):
- Portrait: 1290 x 2796 pixels or 1320 x 2868 pixels
- Landscape: 2796 x 1290 pixels or 2868 x 1320 pixels [2]
The iPhone 6.5" Display (iPhone 14 Plus, iPhone 13 Pro Max, etc.) uses these dimensions:
- Portrait: 1284 x 2778 pixels or 1242 x 2688 pixels
- Landscape: 2778 x 1284 pixels or 2688 x 1242 pixels [2]
Keep in mind that you must include 6.5" display screenshots if you don't provide 6.9" display versions [2]. The system scales your main screenshots to fit other iPhone models automatically, so you won't need separate images for each size [7].
iPad screenshot sizes
Apple has made the 13-inch iPad the standard requirement for iPad screenshots [7]. Here are the specific dimensions:
- iPad 13" Display (iPad Pro M5/M4):
- Portrait: 2064 x 2752 pixels or 2048 x 2732 pixels
- Landscape: 2752 x 2064 pixels or 2732 x 2048 pixels [2]
iPad Pro 12.9" (2nd generation) maintains these dimensions:
- Portrait: 2048 x 2732 pixels
- Landscape: 2732 x 2048 pixels [2]
iPad 11" displays (including iPad Pro, iPad Air, and iPad mini) use these ranges:
- Portrait: 1488 x 2266 to 1668 x 2388 pixels
- Landscape: 2266 x 1488 to 2388 x 1668 pixels [2]
Your 13" iPad screenshots will automatically scale to fit smaller iPad models [7], so you won't need separate assets for each device.
Apple Watch and Mac screenshot sizes
Your app might need screenshots for other Apple devices too:
Apple Watch dimensions:
- Apple Watch Ultra 3: 422 x 514 pixels
- Apple Watch Ultra 2/Ultra: 410 x 502 pixels
- Apple Watch Series 10: 416 x 496 pixels
- Apple Watch Series 9/8/7: 396 x 484 pixels
- Apple Watch Series 6/5/4/SE: 368 x 448 pixels
- Apple Watch Series 3: 312 x 390 pixels [2]
Mac screenshot requirements:
- Must maintain a 16:10 aspect ratio
- Accepted dimensions include: 1280 x 800, 1440 x 900, 2560 x 1600, or 2880 x 1800 pixels [2]
Other Apple devices:
- Apple TV: 1920 x 1080 pixels or 3840 x 2160 pixels
- Apple Vision Pro: 3840 x 2160 pixels [2]
All screenshots must use .jpeg, .jpg, or .png format [2]. You can include one to ten screenshots per device type to showcase your app's features effectively.
Apple's automatic scaling system lets you focus on the mandatory sizes (6.9" iPhone and 13" iPad). This approach streamlines your submission process and ensures your app looks great on all devices.
Designing Screenshots That Convert
Image Source: Adapty
Your app's download success depends on more than just perfect screenshot dimensions—the design strategy plays a crucial role. Explore professional screenshot creation tools to streamline this process. Screenshots with visual appeal and clear messaging directly affect conversion rates. Studies show that feature-focused screenshots with visual appeal can boost conversion rates compared to basic UI images [8].
Choosing the right screenshot style
App developers can pick from several screenshot styles that serve different purposes:
- UI/Gameplay screenshots: These show your app interface in action. Games benefit from this approach as you can capture exciting moments that showcase core features.
- Lifestyle screenshots: These show your app in ground settings to help users relate better.
- Character-focused: This works best when your app has memorable mascots or characters that users connect with.
- Artistic/Custom design: You can create unique visuals by mixing app elements with custom design components to make your app unique.
- Hybrid approach: Mix different styles to create something effective.
The app category and unique value proposition should guide your choice. Whatever style you choose, highlight what sets your app apart from others [9].
Using captions and callouts effectively
Simple captions that focus on benefits turn regular screenshots into powerful conversion tools. Apps see higher conversion rates with bold, clear captions compared to those without text overlays [8].
Benefits should take center stage over features. "Track your workouts effortlessly" works better than "Workout tracker app" [10]. Users scan images quickly, so keep captions short and effective. They won't read long sentences [8].
Text should take up less than 20% of the image [5]. Make it large enough to read without zooming—only 4% of users zoom in to see details [1]. Place text where it enhances visual elements without hiding important UI features.
Color, contrast, and branding tips
Colors shape user psychology and affect conversion rates. Bright colors and high-contrast designs tend to perform better. Blue and green create trust, while red and orange build urgency and excitement [8].
Your colors should:
- Match your brand's colors
- Make text stand out from backgrounds
- Look good in bright and dark settings
- Guide users' eyes to important elements
Test designs in different lighting because colors look different based on brightness [11]. On top of that, showing dark mode support in screenshots proves your app's flexibility and helps it stand out [8].
Avoiding common design mistakes
Beautiful screenshots can fail when they have basic flaws. Many developers pack too much text or too many visual elements into their screenshots. This creates messy designs that users don't like [12]. Small mobile screens need simple, clean designs.
Screenshots should stay consistent. Different fonts, colors, or layouts make apps look unprofessional and hurt trust [12]. Keep design elements the same across all screenshots to build brand identity and create a smooth experience.
Text that blends into backgrounds causes reading problems, especially on smaller devices [12]. Always check designs on real devices. Stay away from generic stock images that don't match the actual app—users can spot these easily and lose trust [8].
Remember to think about different regions. Screenshots with language or cultural elements that don't fit local markets hurt conversions. Create specific screenshots for each region where users can download your app [10].
Automating Screenshot Creation and Upload
Manual screenshots for every device and language can be very time-consuming. Automation tools can save you hours of repetitive work. These tools ensure consistent, high-quality screenshots that meet app store requirements.
Using fastlane for metadata and screenshots
Fastlane provides a powerful suite of tools that automates app store screenshot creation and submission. This open-source toolkit handles everything from image capture to App Store Connect uploads [4]. The tool can capture hundreds of screenshots in multiple languages on all simulators at once, which saves significant time [4].
Fastlane does more than just automate. It creates a beautiful HTML summary page that shows all screenshots across devices. Your marketing team and translators can easily review and verify the images [4]. The tool also waits for network requests to finish, which eliminates common problems like loading indicators in screenshots [4].
Setting up UI tests for automation
Here's what you need to automate screenshots:
- Create a UI Test target in your Xcode project
- Run
fastlane snapshot initin your project folder - Add the generated
SnapshotHelper.swiftfile to your UI Test target - Create a new Xcode scheme for your UI Test target
- Enable the "Build" checkbox under the "Run" column for your target
- Enable the "Shared" box for the new scheme [4]
Next, you'll need to update your UI Test class. Add code that sets up and takes screenshots using commands like snapshot("01LoginScreen") in Swift [4].
Generating screenshots with snapshot
Snapshot works with UI Testing to guide through your app and capture screenshots at specific moments. The tool handles different device types and orientations at the same time [13]. Once you set it up, just run fastlane snapshot from your terminal to begin [4].
Snapshot might occasionally face issues like segmentation faults. However, it automatically retries failed UI Tests and can capture screenshots on multiple simulators at once (Xcode 9+) [13].
Uploading to App Store Connect
After you capture all screenshots, you can send them straight to App Store Connect using fastlane deliver [4]. This command shows you a metadata summary before uploading, so you can review everything one last time [4].
You can create a dedicated lane in your Fastfile for a complete workflow that anyone on your team can run:
lane :screenshots do
capture_screenshots
upload_to_app_store
end
This simple setup lets you generate and upload all your screenshots with one command [4]. The process becomes easy no matter how many devices or languages your app supports.
Localizing and Testing Your Screenshots
Your app store screenshots strategy needs proper localization and thorough testing to succeed. The next step is to optimize for global markets after you become skilled at technical requirements and design principles.
How to localize screenshots for different markets
Good localization is way beyond the reach and influence of basic translation. Explore AI-powered metadata translation to streamline this process. Screenshots must be localized for each device size and language on the App Store [14]. Your visuals need unique sets for every market. The focus should be on cultural relevance and accurate language in your localization work.
Your screenshots should adapt to each region's priorities to work well. Here's what you should show:
- Local currencies and payment methods
- Culturally appropriate characters and scenarios
- Familiar landscapes or settings relevant to each region [15]
BetterMe shows great localization in their Japanese store listing. They did more than translate text. The team added manga-style characters that Japanese users know well and changed food images to match local tastes [15]. Your visuals can also stand out by showing dark mode support in app stores where light mode screenshots dominate [8].
A/B testing variations for better performance
Apple's native Product Page Optimization lets you test different screenshot versions to find what works best [16]. Here are vital testing principles to remember:
Test one hypothesis at a time. Changes to multiple elements make it hard to know which change affected the results [8]. The first screenshot, captions, color schemes, and feature emphasis should be your testing priorities since they affect user decisions by a lot [8].
Tests should run until they reach statistical significance - about 4 weeks usually [17]. You can then apply successful changes to your product page through App Store Connect [16].
Tracking screenshot impact on downloads
App Analytics in App Store Connect shows a dashboard with impressions, conversion rates, and confidence levels for each test version [16]. These key metrics need your attention:
- Conversion rate (CVR): Do users install after seeing your page?
- Impressions per locale: Does your listing get seen?
- Tap-through rate (TTR): Do localized creatives interest users? [14]
Screenshot optimization is an ongoing process. Explore screenshot design secrets from top apps to streamline this process. Regular checks help ensure lasting gains [8], proving it right that your visual assets boost conversions across target markets.
Conclusion
Want to create perfect app store screenshots? You'll need to nail both technical specs and design principles. This piece covers everything - from pixel dimensions to design strategies that boost conversions.
Users take just 7 seconds to decide whether to download your app. Your first three screenshots can make or break this quick decision. Apple's 2025 guidelines now require 6.9-inch iPhone screenshots and 13-inch iPad screenshots for all new and updated apps.
On top of that, it's crucial to get your visual elements right. Explore screenshots that increase conversions to streamline this process. Plain UI images won't cut it. Your conversion rates will jump when you add striking captions, proper contrast, and on-brand colors. These design choices affect whether users hit that download button.
Tools like fastlane will save you hours of work when you're creating screenshots for different devices and languages. Your team can focus on being creative instead of doing repetitive tasks.
Localization and testing need ongoing work - they're not one-time tasks. Each market is different, so you need screenshots that connect with local cultures for global success. A/B testing helps you find which visuals strike a chord with your audience.
The best screenshot strategy needs both technical precision and creative flair. Explore drag-and-drop screenshot editor to streamline this process. Stick to the dimensions we've covered, use solid design principles, and keep testing your approach. This will help your app shine in crowded app stores and bring in more downloads to grow your user base.
Key Takeaways
Master these essential app store screenshot requirements and optimization strategies to maximize your app's download potential in 2025.
• Size requirements updated for 2025: Apple now mandates 6.9-inch iPhone (1290 x 2796 pixels) and 13-inch iPad (2064 x 2752 pixels) screenshots as baseline submissions for all apps.
• First impressions are critical: Users decide within 7 seconds whether to download your app, with only the first three screenshots typically viewed by most users.
• Design for conversion, not just compliance: Use benefit-driven captions, high contrast colors, and clear value propositions rather than plain UI screenshots to boost conversion rates. Learn more about screenshot design secrets from top apps.
• Automate to save time: Tools like fastlane can generate hundreds of screenshots across devices and languages simultaneously, reducing manual work from 10+ hours to minutes.
• Localize beyond translation: Adapt screenshots for cultural relevance in each market, showing local currencies, familiar characters, and region-appropriate scenarios for maximum impact.
Remember that screenshot optimization is an ongoing process. Explore high-converting screenshot design to streamline this process. Use Apple's A/B testing features to continuously refine your visual strategy and track performance through App Store Connect analytics to ensure your screenshots drive meaningful conversion improvements.
FAQs
Q1. What are the mandatory screenshot sizes for iOS apps in 2025? For 2025, Apple requires 6.9-inch iPhone screenshots (1290 x 2796 pixels) and 13-inch iPad screenshots (2064 x 2752 pixels) as the primary submission for all new and updated apps.
Q2. How many screenshots can I upload to the App Store? You can upload a minimum of one and a maximum of ten screenshots per supported device type. The first three screenshots are the most critical as they are often the only ones visible in search results.
Q3. How can I automate the process of creating app screenshots? You can use tools like fastlane to automate screenshot creation and upload. Fastlane can capture hundreds of screenshots in multiple languages on all simulators concurrently, saving significant time and effort.
Q4. What design elements should I focus on to improve screenshot conversion rates? Focus on using benefit-driven captions, high-contrast colors, and clear value propositions. Avoid cluttered designs and ensure consistency across your screenshot series. Emphasize what makes your app unique compared to competitors.
Q5. How important is localizing screenshots for different markets? Localizing screenshots is crucial for global success. Beyond translation, adapt your screenshots to reflect specific regional preferences, including local currencies, culturally appropriate characters, and familiar settings relevant to each market.
References
[1] - https://www.mobiloud.com/blog/design-app-store-screenshots
[2] - https://developer.apple.com/help/app-store-connect/reference/screenshot-specifications/
[3] - https://www.apptweak.com/en/aso-blog/app-screenshot-icon-video-guidelines-ios-gp
[4] - https://docs.fastlane.tools/getting-started/ios/screenshots/
[5] - https://www.appsflyer.com/blog/tips-strategy/app-store-screenshots/
[6] - https://developer.apple.com/help/app-store-connect/manage-app-information/upload-app-previews-and-screenshots/
[7] - https://splitmetrics.com/blog/app-store-screenshots-aso-guide/
[8] - https://www.apptweak.com/en/aso-blog/how-to-optimize-your-app-screenshots
[9] - https://appguardians.com/blog/10-tips-to-create-screenshots-that-boost-your-conversion/
[10] - https://appstorescreenshotstudio.com/posts/the-ultimate-guide-to-creating-app-store-screenshots-that-convert/
[11] - https://developer.apple.com/design/human-interface-guidelines/color
[12] - https://www.designmonks.co/blog/app-screenshot-design-mistakes
[13] - https://appradar.com/blog/best-app-screenshot-tools-how-to-create-app-screenshots
[14] - https://www.apptweak.com/en/aso-blog/guide-to-app-store-localization
[15] - https://admiral.media/mastering-app-store-optimization-visual-strategies/
[16] - https://developer.apple.com/app-store/product-page-optimization/
[17] - https://appfigures.com/resources/guides/how-to-ab-test-app-store-connect