App Store Screenshots Guidelines In 2026

Most people treat App Store screenshots like a checklist item; Apple asks for them, so you upload them and move on. But that mindset is what keeps you behind. For Apple,  App Store screenshots are critical visual metadata that explain your app and convince users to install it. The sad part? People, on average, notice only the first 2-3 images, leaving you with a much shorter time frame.  

Think fast! The bare minimum won’t work here; you need something exceptional. 

Apple starts reviewing App Store screenshots during your initial launch and continues to do so for each app update. Understanding the App Store screenshot guidelines up front prevents costly rejection cycles and launch delays. This guide breaks down the 2026 App Store screenshot guidelines and size requirements to help you ship faster and convert better on App Store.

Apple places serious weight on App Store screenshots, ranking them alongside your app icon, title, and description. That’s precisely why Apple enforces strict App Store screenshot guidelines. Every screenshot must be clear, accurate, and aligned with what the app actually delivers. Ignore these App Store screenshot guidelines, and you risk repeated rejections, long review delays, and weeks spent stuck in the approval queue.

Note: Since late 2024, Apple has streamlined the review process: you only need to upload one 6.9″ iPhone set and one 13″ iPad set for App Store screenshots, and Apple will automatically scale them for older models. 

What Content Is Allowed on App Store Screenshots

Apple has strict guidelines for a reason. If your screenshots look exaggerated, salesy, or don’t match the actual app, they’re likely to get flagged during review. The App Store screenshot guidelines are designed to ensure users see a clear, honest preview of what they’re about to download, which means no hype, no fake claims, and no distortion in the App Store screenshots.

What to Do Instead

• Mention authentic claims: Instead of marketing claims like "#1 App", "Best App”, or “Top rated”, use genuine, verifiable statements. Credibility is better than bold claims.

• Showcase only recent awards: Instead of showing random or outdated awards in App Store screenshots, highlight genuine, recent recognitions that remain relevant today.

• Don’t use CTAs: Instead of aggressive CTAs like "Download Now", “Install today”, or “Limited offer”, focus on clearly explaining what the app does and why it’s useful.

• Keep screenshots distraction-free: Instead of using external URLs, QR codes, email addresses, or social handles, keep everything self-contained so users stay focused on the app experience.

• Don’t cross-reference other platforms: Instead of mentioning other platforms like the Google Play Store, keep your messaging exclusive to Apple’s ecosystem and App Store screenshots.

• Keep user data anonymous: Instead of Real user names, phone numbers, or private information, use placeholders or anonymized data to protect privacy and maintain compliance.

• Use original content: Instead of using copyrighted images, icons, or data, show your original creation in the App Store screenshots. 

Pro Tip: Prioritize showing your app's core value by problem → solution → outcome rather than an essay-long, exaggerated, and overly complicated message.

Screenshot Dimensions and Device Requirements

Apple’s App Store screenshot guidelines follow strict, device-specific dimensions, but by 2026, things have become simpler; you no longer need to worry about supporting outdated device models. Upload your App Store screenshots in the recommended base sizes: 1320 x 2868 pixels for the 6.9-inch iPhone and 2064 x 2752 pixels for the 13-inch iPad. Apple will automatically scale them for smaller iPhone and iPad models.

What You Should Definitely Follow

• Match the app UI's orientation: Use portrait orientation for portrait devices, and Landscape orientation for horizontal devices, and maintain the correct aspect ratio.

• Don’t upscale or over-edit visuals: Avoid stretching, padding, or adding black bars in App Store screenshots. Design screenshots in the correct dimensions so they look clean, natural, and properly aligned on every device.

• Create device-specific screenshots: Don’t reuse iPhone screenshots for iPad or other devices. Create device-specific visuals that respect the layout and spacing of each screen size.

Pro tip: Always review your App Store screenshots at 100% zoom before uploading to App Store Connect to catch any scaling issues.

File Formats, Resolution, and Quality Standards

Apple doesn’t overcomplicate the technical side, but you must get the basics right. The App Store screenshot guidelines clearly explain how screenshots should be prepared, and skipping these details is one of the most common mistakes developers make. Even well-designed App Store screenshots can be rejected if the format, resolution, or layout is off.

What You Should Definitely Follow

• Use JPEG or PNG: Use only JPEG or PNG formats, and make sure your App Store screenshots are fully flattened, with no transparency or alpha channels. Always export in RGB color space.

• Use PNG for high quality: Use PNG over JPEG, especially on UI-heavy screens, as it better preserves sharp text and fine details than compressed JPEGs.

• Capture high-quality screenshots: Capture screenshots at the correct resolution from the start, rather than upscaling smaller images. Blurred or distorted visuals are a common red flag in reviews.

• Don’t ignore Safe areas: Respect safe areas by keeping UI elements away from the edges, ensuring nothing gets clipped on curved or edge-to-edge displays.

Key takeaway: Prioritize high-fidelity PNGs over compressed JPEG files. Clear, unclipped UI text significantly improves both your approval rate and user trust.

Localization and Language Requirements

App Store screenshot guidelines treat screenshots as language-specific metadata, just like titles and descriptions. This means App Store screenshots must be localized per storefront; never reuse English screenshots for non-English markets. Each localization can have up to 10 App Store screenshots, giving you space to adapt not just the text but also the cultural context of your app.

What You Should Definitely Follow

• Local Formats Matter: Match currencies, date formats, and measurement units to the local market.  Use “€” in France or metric units in Germany to show your app is compatible with the region.

• Go beyond language: Colors, gestures, and symbols don’t always mean the same thing everywhere. Make sure you choose visuals that feel safe and familiar to your target audience.

• Use Culturally Relevant Visuals: Use cultural symbols, icons, emojis, and imagery that actually make sense in the region you’re targeting. Don’t rely on generic or global defaults.

• Keep enough space for translations: Languages like German and French are complex and often need more space, so leave room for text to expand without hurting UI elements.

• Keep the copy clear and neutral: Idioms, slang, or local jokes rarely translate well and can confuse users in other markets.

• Match the text captions to the app UI:  If your app is localized, your screenshots should be too. The text and UI shown in the images must match what users actually see inside the app.

Key Takeaway: Prioritize localization for the first 2–3 screenshots, as these drive the majority of global conversion lifts.

App Store Screenshot Sizes for iPhone

App Store Screenshot Technical Requirements (Approval Checklist)

App Store Screenshot Sizes for iPad

App Store Screenshot Sizes for macOS, tvOS, and watchOS

These apps consistently dominate rankings by balancing Apple’s strict App Store screenshot guidelines with high-conversion storytelling. Each example here demonstrates how to communicate your app’s core value within the first 3 screenshots.

Instagram

Here’s what Instagram is doing: 

• Features clean UI screenshots with minimal background distraction, reducing cognitive load.

• The text overlays are short, action-oriented, and mention actions users already expect, such as "Share with the people who get you".

Tinder

Here’s what Tinder is doing: 

• Heavily focused on emotional value over feature lists. 

• Screenshots highlight outcomes (connections, matches) rather than app mechanics. 

• Use of large, readable text with strong contrast to keep the text visible even on small screens. 

• Consistent colors and brand identity to create visual consistency. 

• Avoids visual clutter even with bold messaging and design props.

Key Takeaway: Focus on creating emotional Impact (e.g., it starts with a swipe) in your first screenshot to trigger an immediate emotional response in your audience.

Spotify

Here’s what Spotify is doing: 

• Prioritizes mood and discovery throughout screenshots. 

• Using minimal interface details and short, scannable phrases so you focus only on the good part. 

• Maintains strict typographic consistency, ensuring a premium feel that scales perfectly across iPhones and iPads without overwhelming the user.

TikTok

Here’s what TikTok is doing:

• Mirrors actual in-app behavior, using real content to tell a dynamic story. 

• Primary focus is on creator discovery rather than static menus. 

• Using minimal, high-contrast text to ensure readability on any screen. 

A/B testing moves your creative strategy from guesswork to data-backed decisions. In this blog, we have divided testing and ASO tools into two main categories: Native Store Tools and Third-Party ASO Tools. 

Native A/B Testing Tools

With native tools, you can run ASO experiments directly in the App Store using real and organic traffic. 

Apple Product Page Optimization (PPO)

Apple Product Page Optimization (PPO) is a built-in App Store Connect tool that lets you test screenshots, app previews, icons, and more. You create multiple variants of product page assets. You can also split your organic traffic, typically search and browse, to see which screenshot sets achieve the highest conversion lift.

Tip: For localization, use PPO tests to validate your primary screenshots for low risk and high accuracy before committing to a permanent global update.

Third-Party A/B Testing & ASO Tools

Third-party ASO tools provide much deeper competitive insights, trend benchmarks, and keyword correlations. These tools are invaluable for startups that need to refine their strategy before testing it with actual users.

SplitMetrics

The leader for pre-launch testing. SplitMetrics lets you simulate store listings to test user behavior in a controlled environment, helping you identify which screenshot set will win before you even hit the App Store.

apptweak

apptweak, powered by Atlas AI, is best for deep competitor research. It helps you identify trending screenshot patterns in your app niche, keeping you one step ahead of your competitors.

App Radar 

An all-in-one management tool. App Radar offers unique features to track ASO performance and test screenshots for multiple regions, all from a single platform.

When to Use Which Tool?

• For actual App Store validation: Apple PPO

• For Pre-launch testing and store simulation: Splitmetrics

• For Competitor trends and deep AI insights: AppTweak

• For Testing and Publishing over multiple regions: App Radar

Screenshot creation has shifted from basic screenshots to a compliance-driven screenshot workflow. The following tools are industry standards for ensuring your App Store screenshots are both beautiful and compliant with App Store screenshot guidelines.

AppLaunchpad (Purpose-Built for Compliance)

AppLaunchpad is a popular App Store screenshot generator. AppLaunchpad offers pre-designed App Store screenshot templates with the 2026 6.9″ iPhone and 13″ iPad dimensions, ensuring you never encounter an "incorrect resolution" error.

• Innovative cloning feature: Once you build a screenshot set for one base device, you can easily clone and scale your design for other iOS devices.

• Safety: App Store screenshot templates come with default text-safe margins, ensuring your text captions aren't clipped by device notches or rounded corners.

• Speed: It’s built for rapid screenshot creation, allowing you to invest more time in ASO strategies instead of designing screenshots.

Canva (User-Friendly Design)

Canva remains the go-to design tool for teams without a designer. Canva offers a massive library of highly customizable device mockups. While it doesn't provide automated scaling like AppLaunchpad, the AI-powered Magic Switch can help resize layouts across devices.

Fastlane Snapshot (Developer Automation)

For apps that update often or support multiple localized storefronts, Fastlane snapshot saves a lot of time. Fastlane captures real app UI screens directly from Xcode simulators, removing the need for manual screenshots.

• No Manual Work: Fastlane automatically navigates the app and captures screenshots across all device sizes and languages.

• Consistency: Each release generates fresh screenshots, reducing the risk of outdated or mismatched UI.

• CI/CD Ready: Faslane can integrate into app release pipelines and upload screenshots to App Store Connect.

App Preview videos are short, only 15 to 30 seconds long, but don’t make the mistake of underestimating them. App preview videos autoplay silently in search results, which means users often see them before they read a single word on your screenshots. 

Latest App Preview Video Technical Guidelines (2026)

Top Tools for Creating App Store App Preview Videos

Apple expects real, on-device screen recordings, exported in supported formats. If your tool can’t capture the app cleanly or export correctly, it’s not worth using. Below are a few tools that developers actually rely on.

QuickTime Player (Mac)

QuickTime is boring in the best possible way. Plug in your iPhone or iPad, hit record, and you get a clean capture at App Store screenshot guidelines accepted resolutions. No video compression requirement. No need for third-party tools. If you want the closest option to App Store screenshot guidelines, this is it.

iMovie (Mac & iOS)

iMovie works well once the recording is done. You can easily trim the App preview video, keep things within the 15-30 second duration, and add simple text captions. iMovie won’t give you advanced control, but for most apps, you don’t need it.

Final Cut Pro (Mac)

Final Cut Pro is for developers who care about speed and polish. Final Cut is especially helpful when your app has multiple app flows or screens that need careful sequencing. Final Cut is probably the best tool for complex apps, but it’s a total overkill for simple, quick videos.

• Focus on the first 3 screenshots: Start with the first three screenshots. These screens are the most visible and drive most of the conversions, so think of them as your elevator pitch.

• Show, don't just tell: Show the real app. Always. Apple App Store screenshot guidelines expect actual in-app UI, not conceptual visuals or polished marketing mockups.

• Lead with value: Lead with the outcome, not the features. Users care about what your app helps them achieve. Benefits create emotion. Features can wait.

• Maximize readability: Make everything easy to read on a small screen. Big text. Strong contrast and short lines. Long sentences get ignored, especially on mobile screens.

• Maintain a clear visual hierarchy: Every screenshot should have a clear structure. One strong headline, one clear UI focus, and one small supporting detail. 

• Tell a visual story: Your screenshots should flow like a story, guiding users from problem to solution rather than feeling like random frames strung together.

• Be authentic: Stay honest with your claims. Skip hype like “Best App” or “#1” unless you can back it up. App Store screenshot guidelines highly discourage false claims.

• Ensure consistency: Use the same typography, colors, and spacing throughout the screenshots to build brand consistency.

• Respect safe areas: Text and key UI elements should stay within safe areas to avoid being cropped by Apple.

• Localize for your audience: Localization shouldn’t be limited to translated text. Change your screenshot design as per your local market.

• Iterate and test: Finally, test and refine. Use Product Page Optimization to experiment with different versions and learn which screenshots actually drive installs.

• Violating the Real UI Rule: One of the fastest ways to get rejected is by breaking the “real UI” rule. Apple wants to see the actual app; nothing imagined, nothing stylized.

• Showing Ghost Features: Another common mistake is showing features that don’t exist yet. If a button, screen, or workflow isn’t live in the build version you’re submitting, don’t include it.

• Over-Designing for Marketing: Too many callouts, heavy gradients, shadows, or decorative designs can overshadow the app interface itself.

• Ignoring Safe Areas: Placing text or key UI elements too close to the edges often leads to cropping on devices with notches or rounded corners.

• Device Mismatches: iPhone screenshots reused for iPad, mixed orientations within the same device family, usually end in rejection. Each device needs its own properly sized assets.

• Technical Compliance Failures: Wrong resolutions, incorrect aspect ratios, or exporting in CMYK instead of RGB are small mistakes that can fail an otherwise solid submission.

• Poor Localization Execution: Auto-translations without review or shrinking text to squeeze long words, especially in languages like German, can impact clarity and professionalism.

• Stale Metadata: If your UI has changed or a major feature has been shipped, your visuals need to be updated to reflect that. 

Before you hit the Submit button, pause and do a last-minute recap. This step alone can save you from a frustrating 48-hour rejection cycle. Your screenshots and preview videos should be as polished as your code. 

In 2026, Apple’s automated checks are stricter than ever, especially around resolution, scaling, and safe areas. Do a quick check on: 

• UI Accuracy:  Make sure every screenshot reflects the exact build you’re submitting.

• Realism Check: Confirm that all visuals show only real, in-app UI.

• Technical Specs: Verify that screenshots match the 2026 base device sizes (6.9″ iPhone and 13″ iPad). Files should be flattened PNG or JPG exports (RGB, no alpha channels).

• Readability & Safe Areas: Ensure text overlays are clear, easy to scan, and well-positioned within safe areas.

• Hierarchy & Order: Review the screenshot sequence quickly. The first 2–3 images should instantly communicate your core value.

After all this, ask yourself: Can a new user understand exactly what this app does in under five seconds? 

1. How many screenshots does Apple allow per App Store listing? 

Technically, Apple gives you space for up to 10 screenshots per device and per language. Realistically? Most users won’t see more than the first two or three. If those 2-3 don’t work, the rest don’t matter. 

2. Are separate screenshots required for iPhone and iPad apps?

Yes, and Apple is very strict about this. Even though they now ask for just one base size per device family, the UI still needs to look right for that device. An iPad screenshot should feel and look like an iPad app.  

3. Which image formats are supported for App Store screenshots? 

Apple supports PNG and JPEG formats. No transparency. No fancy exports. RGB only. If your screenshots have lots of UI and text (which they do), PNG is the safer option. It keeps details sharp and prevents compression issues later.

4. Should you use portrait or landscape screenshots on the App Store?

There’s no winner here. Portrait works well for most apps because it shows more screenshots in search results. Landscape makes sense for games, video tools, or anything meant to feel immersive. Just make sure you don’t mix both for the same device.

5. What are Apple’s rules for promotional and marketing text in screenshots? 

Plain, honest text overlays work best. Explain what the app does. Avoid hype, slogans, or salesy lines like “Download now” or “Best app ever.” Apple doesn’t encourage them, and users don’t trust them anyway.