How to make an app preview that's accepted
Follow these steps in order. Each one is something we do on client work.
- Record on device. Screen-record real app use.
- Edit to 15–30 seconds. Lead with the main benefit.
- Export at an accepted resolution. For example 886 × 1920 px portrait for modern iPhones.
- Use up to 30 fps. Match Apple's spec.
- Set the poster frame. It defaults to 5 seconds in.
- Upload per device size. Up to three per localization.
App Store preview video size: key rules and context
Specs
- Length: 15–30 seconds.
- Up to 3 previews per display size and localization.
- Formats:.mov,.m4v or.mp4, H.264 or ProRes 422.
- Resolutions vary by device; see Apple: App preview specifications.
What Apple allows. Previews should show the app's actual experience, captured on device. Text overlays and narration are fine; footage of people holding phones or content not in the app is not (Apple: App previews).
Do you need one? A preview autoplays muted in search on iOS and takes the first slot. If your first seconds don't explain the app, a strong screenshot set may do better. Test it with product page optimization.
Google Play. Play uses a YouTube video link instead, shown with the feature graphic. Sizes: Google Play screenshot size.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Imagine SnapCook exports a 45-second 60 fps video. Both length and frame rate break the spec. We'd cut it to 25 seconds, export at 30 fps and 886 × 1920 px, and pick a poster frame showing the finished dish.
Common mistakes
- Too long. Max 30 seconds.
- 60 fps. Max 30 fps.
- Footage not from the app. Against 2.3.4.
- Bad poster frame. It's what most people see.
If you want this handled for you, our pricing page lists every fixed package.
App preview and video specs
Apple's preview rules are strict; get them right before you edit.
| Spec | App Store app preview |
|---|---|
| Length | 15–30 seconds |
| Max file size | 500 MB |
| Frame rate | Up to 30 fps |
| Count | Up to 3 per localization, per device size |
| Content (2.3.4) | Video screen captures of the app itself only |
| Poster frame | Defaults to 5 seconds in |
How we measure the result
Screenshots mostly affect conversion: the share of people who see your page or search result and then install. In App Store Connect, App Analytics reports product page views and conversion rate; product page optimization tests report estimated lift for each treatment. In Play Console, store listing experiments compare your variants with the current listing. We change one thing at a time, record the date, and wait for the console to show a confident result before calling a winner. A good-looking set that doesn't lift conversion is still a set worth replacing.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Real captures
- 15–30 s
- Accepted resolution
- ≤ 30 fps
- Poster frame chosen
- Uploaded per device size
Sources
- Apple: App preview specifications (accessed 26 October 2026)
- Apple App Store Connect Help: App preview specifications (accessed 26 October 2026)
- Apple App Store Connect Help: Platform version information (accessed 26 October 2026)
- Apple: App Review Guidelines (accessed 26 October 2026)
Questions
How long can an app preview be?
15 to 30 seconds.
How many previews?
Up to 3.
Does it autoplay?
Yes, muted, in many places on the App Store.
Can I use stock footage?
No; show the app.
Do you make previews?
Not in current packages.
What resolution should an App Store preview be?
Apple lists accepted resolutions per device; for modern iPhones, 886 × 1920 px portrait is accepted.