Content and Format
App previews are for all audiences, so your preview must be 4+ appropriate. Avoid objectionable content, violence, adult themes, and profanity.
App previews are between 15 and 30 seconds in length. Make the most of this time to show what makes your app special.
Capture app footage from the device using QuickTime Player on OS X. Simply connect an iOS device to a Mac using the Lightning connector or connect to an Apple TV to a Mac using a USB-C to USB cable, and it will be automatically available as a video camera. You can capture anything you’re doing on-screen directly to your Mac using QuickTime Player. Don’t film people interacting with the device (such as over-the-shoulder angles or fingers tapping the screen). Stay within the app.
Show only material you have the legal right to display. If your app displays protected content such as music, film, trademarked characters, brands, or other intellectual property assets, ensure you have the appropriate licensing rights for your marketing use in all territories. If your app accesses the iTunes Library, use only songs that you’ve created or that you’ve specifically licensed for use in the preview.
Graphics and Transitions
Add graphic elements, such as touch hotspots, only when necessary to demonstrate how navigation or interaction work within the app. Don’t overlay animated hands simulating Multi-Touch gestures.
We recommend capturing the native resolution of the UI; avoid zooming in on the view. Ensure the transitions between scenes don’t imply functionality that your app doesn’t have. Use straightforward transitions like dissolves and fades.
For games, show a higher ratio of gameplay to cutscenes. Cutscenes may mislead your audience by giving a false impression of gameplay. Get your audience excited about the elements they will actively engage with once they download the app.
App Store Product Pages for iOS
App previews on iPhone and iPad are displayed as the first image on your app’s product page, followed by your app screenshots. This is one of the first elements a user will see on your product page, so ensure the preview poster frame is visually compelling.
Ideally, your preview poster frame should convey the essence of the app. If the default frame selected from your footage doesn’t convey this, you can select a new frame in iTunes Connect. Please note that changing the poster frame on previews that have already been approved will require a new binary version.
App previews are not localized, so we recommend limiting the use of copy to maximize engagement globally.
When copy is necessary to give context to the footage, use easily understandable terms and consider language choice in light of your target audience.
Ensure text is legible and remains on screen long enough for your audience to read it.
To keep your app preview timeless, we recommend avoiding references to specific events, seasons, or memes that will date it (such as “New for spring!”).
We recommend leaving out references to pricing in your app preview. Pricing is already shown on the App Store product page, and references within the preview won’t be accurate in all countries and territories.
If you display features that are only available through In-App Purchase you must disclose this, but it’s a good idea to show it even when the In-App Purchase is optional so that users know what to expect. Disclaimer copy can be included contextually within the footage or in the end frame.
If your app uses a subscription model or requires login, we recommend identifying this in your preview.
Consider overlaying the musical score of your app as the soundtrack to your app preview. Overlaying ensures that the audio isn’t disjointed when one scene cuts to the next.
We recommend capturing the sound effects of your UI in your footage to reinforce the functionality of your app. Work with high-quality audio equipment in locations without background noise when recording voiceovers so that all audio in your app preview delivers the best possible user experience.
Consider that your app preview is available in one language worldwide. Narration may not be appropriate in apps marketed globally.
If you decide to use narration in your app preview, we recommend working with a professional voiceover actor. This is the voice of your app—make sure it resonates.
App Store Review
In addition to your app, we review all app previews to ensure they comply with our App Store Review Guidelines. Please observe these guidelines before submitting your app preview with your app.