/app-store-assets

App Store Asset Specifications Reference

Complete specifications for all App Store Connect assets, updated for 2025.

App Icon

Icon Design Guidelines

• Simple, recognizable at small sizes (29x29 px on Watch)
• Single focal point — avoid clutter
• Use brand colors consistently
• No photos — use graphic design or illustration
• No text (except single letters/numbers for brand identity)
• Test at all sizes: 1024, 180, 120, 87, 80, 60, 58, 40, 29, 20

Screenshots

iPhone Screenshots

Required: 6.9" and 6.7" sizes at minimum. Others are optional but recommended. Count: Minimum 1, maximum 10 per localization.

iPad Screenshots

Required: 13" size at minimum for iPad apps.

Mac Screenshots

Maximum: 2560 x 1600 px or 1600 x 2560 px.

Apple Watch Screenshots

Apple TV Screenshots

Apple Vision Pro Screenshots

Screenshot Content Guidelines

DO:

• Show actual app UI (can be enhanced/annotated)
• Include captions that explain benefits
• Start with the most compelling screen
• Use device frames for context (optional)
• Show real content (not placeholder Lorem Ipsum)

DON'T:

• Include status bar time/battery unless necessary
• Show competitor apps or references
• Include pricing in screenshots (changes by region)
• Use "iPhone" or "iPad" device images (trademark)
• Include misleading content not in the actual app

Caption Best Practices

• 3-7 words per caption
• Benefit-focused, not feature-focused
• ✅ "Track your progress effortlessly"
• ❌ "Dashboard with charts and statistics"

App Preview Video

Resolution by Device

Preview Best Practices

• First 3 seconds: Show the core value (most users don't watch all 30s)
• No live-action footage: Must be app screen recording (can overlay text/graphics)
• Poster frame: Choose the most compelling frame as the preview thumbnail
• Audio: If included, use music or narration that adds value
• CTA: End with a clear call to action or key benefit

In-App Event Card Images

Event Card Video (Optional)

Subscription Promotional Image

Design Tips

• Feature the value of the subscription visually
• Don't just repeat the app icon
• Show premium features or content
• Keep text minimal — product name is shown separately
• Test at thumbnail size (appears small in search results)

Featuring Artwork (If Featured by Apple)

Apple may request additional artwork if your app is selected for featuring.

These are requested only after Apple confirms featuring — don't pre-create.

Asset Production Checklist

Minimum Viable Assets

• App icon (1024 x 1024)
• iPhone screenshots (6.9" size) — minimum 3, recommended 5-10
• iPad screenshots (13" size) — if iPad app
• App Store description and promotional text

Recommended Additional Assets

• iPhone screenshots (6.7" size)
• App preview video (15-30 seconds)
• Mac screenshots — if Mac app
• Watch screenshots — if Watch app
• Localized screenshots for top markets

Promotional Assets (When Needed)

• In-App Event card image (1080 x 1920)
• Subscription promotional image (1024 x 1024)
• Custom Product Page screenshots (per page)

Quality Checks

• All text is readable at actual display size
• Screenshots accurately represent current app version
• App preview shows actual app footage (not mockups)
• Colors are consistent with brand identity
• No competitor references or trademark violations
• Tested in both light and dark mode product page display