Screenshot Requirements — Technical Guidelines for Google Play and App Store Screenshots

What Are Screenshot Requirements

Screenshot Requirements are a set of technical and content rules that app images displayed on the store page must comply with. Screenshots are the first visual contact a user has with an app and a key factor in conversion to installation.

Each store has its own requirements for format, resolution, and content of screenshots. Google Play and App Store have significant differences in their approaches: Google offers more flexibility, while Apple strictly regulates sizes for each device type.

According to Google Play Academy, 2025, apps with optimized screenshots show conversion rates 20–50% higher than apps with basic images.

Google Play Screenshot Requirements

Google Play sets minimal technical requirements for screenshots but recommends following certain standards for maximum conversion. Understanding these rules is the first step toward an effective app store page.

Google Play supports uploading screenshots for different device types: phones, tablets, Android TV, Wear OS, and Chromebook. A separate image set can be uploaded for each type. If images for a specific type are not uploaded, Google Play automatically scales phone screenshots.

App Store Screenshot Requirements

App Store imposes stricter requirements for screenshots — Apple regulates exact sizes for each device type. Failure to comply with these requirements leads to build rejection during review.

For iPhone, screenshots must be uploaded for at least one display size from two mandatory categories: 6.5-inch (iPhone 14 Pro Max, 15 Pro Max — 1290×2796 px) and 5.5-inch (iPhone 8 Plus — 1242×2208 px). For iPad — 12.9-inch (2732×2048 px) in both orientations.

The maximum number of screenshots is 10 per display size. The first three screenshots appear in App Store search results — they are critical for attracting users.

App Store also accepts screenshots with text annotations, but text must not occupy more than 30% of the image area. Apple regulates text usage on screenshots more strictly than Google.

Best Practices: How to Create Compelling Screenshots

Compelling screenshots are not just screen captures but a marketing tool that demonstrates key features and benefits of the app. ASO specialist research shows that well-designed screenshots increase conversion by 30–70%.

1. Start with the strongest feature — the first screenshot should show the app’s core value. Do not place an onboarding or login screen first.
2. Use captions — short text (2–5 words) overlaid on the screenshot explains what the feature does. Google recommends placing text in the top third of the image.
3. Show the real interface — do not use placeholders, empty screens, or design mockups. Users should see what the working app looks like.
4. Maintain a consistent style — all screenshots should use the same color scheme, fonts, and caption style. This creates a cohesive brand perception.
5. Adapt to the platform — iOS screenshots should follow Human Interface Guidelines, Android screenshots should follow Material Design Guidelines. Do not use iOS styling in Google Play or vice versa.
6. Add storytelling — arrange screenshots in a logical sequence that tells the story of using the app from start to achieving the result.

Monitor screenshot quality: they must not contain defects — blurry elements, cropped text, or non-functional interface states. Poor image quality reduces trust in the app.

Video Previews in Google Play and App Store

Video previews are short promotional clips displayed on the app’s store page. Both stores support video, but with different technical requirements.

Google Play accepts a YouTube video link. The video must be publicly accessible and demonstrate app functionality. Recommended length is 30–120 seconds. Google does not check videos at the time of publishing but may block them after user complaints if they are misleading.

App Store accepts video files directly (not via YouTube). Requirements: M4V, MP4, or MOV format, maximum size 500 MB, duration 15 to 30 seconds. The video goes through review together with the app build. If the video shows functionality not present in the app, the build will be rejected.

Video previews significantly boost conversion — according to App Store data, pages with video receive 20–35% more installs. However, video requires professional preparation and does not replace quality screenshots.

Screenshot Localization

Localization of screenshots is a mandatory step for apps published in multiple languages. Text on screenshots must be translated into every supported language, including captions, buttons, and annotations.

Google Play allows uploading separate screenshot sets for each language. If localized screenshots are not uploaded, Google Play displays the default language screenshots — this reduces conversion for users speaking other languages.

App Store also requires localized screenshots for each language the app is available in. Apple recommends not just translating text but also adapting screenshot design to the region’s cultural specifics — color schemes, gestures, date and currency formats.

To simplify localization, use screenshot templates in Figma or Sketch. Create a single PSD with editable text layers and generate sets for each language automatically. This saves dozens of hours when publishing in 15–20 languages.