Show More with App Previews

Engage customers with short videos of your iOS or tvOS app in action, directly on the App Store. By showing the experience of using your app, app previews can help customers better understand your app and encourage more downloads.


An app preview demonstrates the features, functionality, and user interface of your game or app in a short video that users watch on the App Store. Each preview is up to 30 seconds long.

On the App Store in iOS 11, you can feature up to three app previews on your product page, and localize them for all available App Store languages. If you have more than one app preview, your additional app previews will only be visible to customers using iOS 11 or later. You can choose the order in which these app previews are displayed, and videos autoplay with audio muted by default.

Since your first app preview is one of the first elements users see on your product page, ensure that it best demonstrates your app's experience. You may choose to include additional app previews to showcase specific features or experiences in your app.

For details on capturing app footage, see Creating Videos for App Previews.

Creating a Great App Preview

Since app previews are only up to 30 seconds long, it's important to make the most of this time to help customers better understand your app's content and features. These tips will help you create great app previews that spark interest and drive downloads of your app.

Planning Your App Preview

App previews use footage captured on device to show the experience of using your app. Users want to see an honest depiction of what to expect from your app, so resist the urge to overproduce your video. Consider these steps as you structure the content and flow of your previews.

  1. Develop an outline or storyboard highlighting magic moments that make your app unique. A great place to start is your app product page. Consider using the top 3–5 features you've identified in your app description as the framework for an overview video about your app. You can spotlight additional features in a second or third video.
  2. Map out a list of scenes you'll need, then plan the timing so you know how many seconds to devote to each section of your app preview.
  3. Aim to tell a cohesive story so that users get a sense of the journey they will experience when using your app. Craft messaging to explain transitions or features within the UI.
  4. Consider any demo content you may need to create to show your app. Create sample accounts any time you need to display personal information.

Content and Format

App previews are for all audiences, so your preview must be 4+ appropriate. Avoid objectionable content, violence, adult themes, and profanity.

Capture app footage from the device using QuickTime Player on macOS. 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 using QuickTime Player on your Mac. Don't film people interacting with the device (such as over-the-shoulder angles or fingers tapping the screen). Stay within the app. Make sure to record video of your tvOS app in landscape orientation.

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 more gameplay than cutscenes so you don't 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 Preview Poster Frames

Poster frames appear wherever app previews do not autoplay. On the App Store for iOS 10.3 or earlier, your poster frames will be one of the first elements a user will see on your product page, so ensure they are visually compelling. For details on how to change your poster frame, see the iTunes Connect Developer Help.

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. Note that changing the poster frame on previews that have already been approved will require a new version.

Using Copy

Since app previews automatically play muted on your product page on the App Store in iOS 11, consider using copy to give context to the footage and drive interest in your app. Use easily understandable terms and language that engages your target audience when highlighting your app's features and values. Consider localizing your copy when marketing to regions with languages supported on the App Store or when you notice new regions driving app downloads in App Analytics.

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 also 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 may not be accurate in all countries and territories.

If you display features that are only available through in-app purchase, use a subscription model, or if your app requires login, you must disclose this. Disclaimer copy can be included contextually within the footage or in the end frame.

Overlaying Audio

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.

App previews should be compelling and informative without requiring voiceover narration to explain what users are viewing. If you decide to use a voiceover to enhance your app preview, consider working with a professional voiceover actor and recording with high-quality audio equipment in locations without background noise to deliver the best user experience. This is the voice of your app — make sure it resonates.

If you're targeting multiple countries with your marketing message, you may want to localize your app preview's narration for different languages. You can also adjust the order of your app previews to emphasize videos without narration.

Submitting App Previews

Just like screenshots, each app preview is device-specific and requires an iPhone, iPad, iPod touch, or Apple TV to view and submit. For detailed technical specifications and step-by-step instructions on how to submit app previews, see iTunes Connect Developer Help.

We review all app previews to ensure they comply with our App Store Review Guidelines. Make sure your videos follow these guidelines before submitting your app preview.

Creating App Previews with iMovie and Final Cut Pro X

iMovie comes with every Mac and makes it easy to create app previews. Edit screen recording videos to get the timing just right, then customize your preview with titles, transitions, a soundtrack, and voiceover. To learn more, read Creating App Previews with iMovie.

Final Cut Pro X offers even more power for creating app previews, including advanced tools for audio and video editing. Download a complete set of titles designed to showcase your apps, or create your own custom motion graphics. To learn more, read Creating App Previews with Final Cut Pro X.