Preparing Screenshots for App Store Listing
The first screen in App Store search shows three screenshots before expansion. The decision to download or not is made in seconds. Screenshots with white background and system fonts taken straight from the simulator — this is not a listing, this is anti-advertising.
Apple Technical Requirements
Mandatory formats:
| Device | Resolution | Orientation |
|---|---|---|
| iPhone 6.7" (Pro Max) | 1290×2796 px | Portrait |
| iPhone 5.5" (8 Plus) | 1242×2208 px | Portrait |
| iPad Pro 12.9" (2nd+ generation) | 2048×2732 px | Portrait or Landscape |
6.7" and 5.5" are mandatory. If you upload only one, Apple scales it, but listing visual quality suffers. iPad is mandatory if the app supports iPad.
Number of screenshots: 1 to 10 per device. Optimally — 4–6: more creates cognitive load without conversion gain.
File formats: JPEG or PNG, no transparency. PDF is not accepted.
Work in Figma / Sketch
Screenshot from simulator is just raw material. On top of it, build a "frame": background gradient or illustration, text header, device mockup.
Typical tool stack:
- Figma with Shots or Mockuuups Studio plugin — for device frames
- Rotato — for 3D device rotation
- AppLaunchpad — online editor with ready templates
Text captions on screenshots serve as H1 for that screen. Not "Manage tasks" — but "Plan your day in 2 minutes." Active verb, specific benefit, brevity.
Screenshot Localization
If the app supports multiple languages, screenshots are made separately for each. App Store Connect allows uploading different screenshot sets for different localizations.
For German, text is significantly longer than English. For Arabic and Hebrew, RTL orientation. With auto-scaling from English version, this is immediately noticeable: cut words, overflowing buttons.
If separate screenshots for each locale is too expensive, minimum set: en, ru (or target language), + any RTL locale if supported.
Screenshot or Preview Video
Apple allows up to 3 Preview Videos (15–30 seconds) before screenshots. Automatically plays without sound in search. Apps with preview video show better conversion in categories with interactive UI (games, fitness, photos).
Without video, the first screenshot carries all the load. It should show the main screen or main value, not onboarding.
Process
Record screenshots from real device or simulator in required resolutions.
Design frame layout: backgrounds, typography, device mockups.
Adapt for all mandatory device sizes.
Prepare localized versions if needed.
Upload to App Store Connect.
Timeline Estimates
One language set (iPhone + iPad) — 1–2 days with ready UI. Full localization to 3–5 languages — 3–5 days.