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App Screenshot, Icon & Video Size Guidelines (iOS + GP)

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App Screenshot, Icon & Video Size Guidelines (iOS + GP)

On the Apple App Store or on the Google Play Store, visual assets are a critical part of App Store Optimization (ASO). Given that the average user spends a maximum of 7 seconds on a single app store listing, it is essential to immediately attract your target market’s attention. Doing so (and doing it better than your competition) could be a game changer in driving downloads for your app.

Today, potential customers can discover your app through such a wide variety of channels (App Store searches, social media ads, TV ads, in-app advertisements, etc), that you need to ensure store listings are optimized for every medium. Your app’s content and features could be the best on the market - but if the visuals on your store listing don’t appeal to your audience, your conversion rate will be low. Specifically, the most important visual assets are the screenshots, videos, icons and feature graphics (Google Play only) that you choose to display.

Many of our customers raise questions such as:

  • What size and format should my screenshot and icons should be on Apple’s App Store and/or the Google Play Store? What size and format should my feature graphic be for the Play Store?
  • How should I alter my screenshots, icons or videos for different Apple/Google devices?
  • What guidelines should I follow to optimise my icon, screenshots, videos and feature graphic?

In this blog, we will answer these questions and more. Read on to discover size and format guidelines for visuals on both Apple’s App Store and the Google Play Store, as well as handy tips to optimise your app’s visual assets.


Screenshot Tips & Best Practices

Screenshots are one of the most essential elements of ASO: they are often the first contact a potential user will have with your application. Screenshots should reflect the essence of your app, display its most interesting features and demonstrate its core functionality.

If your screenshots are not visually optimised, you are creating an opportunity for your competition! If they are unattractive, your app may come across as unappealing. If your screenshots are over-detailed, your app may be seen as difficult to use. As a result, your target market is more likely to consider a competitor’s app with similar features but better visuals.

You will need to choose the best image orientation for your screenshots. On the one hand, portrait images will present your users with a wide range of content, without needing to scroll to see more. On the other hand, landscape screenshots will allow you to concentrate more intensely on one distinct message.

As a general rule of thumb, your screenshots should be:

  • Representative of real app/game use
  • Relevant to your brand
  • Reflective of the value your app will bring to users
  • Aesthetically pleasing
  • Localised (to the market and language)

Examples of optimised screenshots from Duolingo: they are representative of app functionality, brand relevant, reflective of value and aesthetically pleasing.

Great screenshot example of Duolingo on the Apple App Store. The screenshots are simple, relevant to the brand and explain the main features and values to the user.

After considering our screenshot tips and guidelines, we recommend conducting A/B tests (producing a hypothesis, designing two screenshots and then analysing the market’s response to each). A/B testing allows you to be sure of which choices are most appreciated by your audience, which combinations are most efficient, and which produce better results!

Screenshot Sizes & Guidelines for Apple’s App Store

Examples from the App Store search results illustrating how different apps and games utilise screenshots to communicate value proposition.

Examples of how apps and games use screenshots in different ways to make their app stand out in the app store search results.

Apple allows a minimum of 1 and maximum of 10 screenshots on the App Store for each supported device. We recommend using all 10 screenshot spaces to fully optimise this opportunity to exhibit your app. Screenshots must be in either PNG or JPEG format, and Apple provides comprehensive pixel size specifications for screenshots on iPhones, iPads, Macs, Apple TVs and Apple Watches (see table below).

It is important to specifically prepare images for each medium so you can enhance your visibility across as many devices as possible. Not only will the sizes be correct on different gadgets, you will also be able to demonstrate how your app looks on whichever device the customer is currently using.

According to Apple guidelines, images taken directly from an app’s user interface (UI) must be the focus of your screenshots on the App Store. While every screenshot should serve a distinct purpose, most of your attention should be directed towards the first 1-3 images displayed (depending on the image orientation, only the first 1-3 will be presented in search results and the majority of users will not scroll to see the rest). If your app supports it, Apple also recommends including a screenshot in Dark Mode to demonstrate the in-app appearance of this feature.

Check out the table below for screenshot size requirements for each specific iOS device:

Device size or platformPortrait DimensionsLandscape Dimensions
6.5 inch (iPhone 11 Pro Max, iPhone 11, iPhone XS Max, iPhone XR)1242 x 2688 pixels2688 x 1242 pixels
5.8 inch (iPhone 11 Pro, iPhone XS, iPhone X)1125 x 2436 pixels 2436 x 1125 pixels
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)1242 x 2208 pixels 2208 x 1242 pixels
4.7 inch (iPhone SE (2nd generation), iPhone 8, iPhone 7, iPhone 6s, iPhone 6)750 x 1334 pixels 1334 x 750 pixels
4 inch (iPhone SE (1st generation))640 x 1096 pixels - Without status bar1136 x 600 pixels - Without status bar
 640 x 1136 pixels - With status bar1136 x 640 pixels - With status bar
3.5 inch (iPhone 4s)640 x 920 pixels - Without status bar1136 x 600 pixels - Without status bar
 640 x 1136 pixels - With status bar1136 x 640 pixels - With status bar
12.9 inch (iPad Pro (4th generation, 3rd generation))2048 x 2732 pixels2732 x 2048 pixels
12.9 inch (2nd generation iPad Pro)2048 x 2732 pixels2732 x 2048 pixels
11 inch (iPad Pro, 4th generation iPad Air)1668 x 2388 pixels2388 x 1668 pixels
 1640 x 2360 pixels 2360 x 1640 pixels
10.5 inch (iPad (8th generation, 7th generation), iPad Pro, iPad Air)1668 x 2224 pixels 2224 x 1668 pixels
9.7 inch (iPad, iPad mini)1536 x 2008 pixels - Without status bar - high resolution2048 x 1496 pixels - Without status bar - high resolution
 768 x 1004 pixels - Without status bar - standard resolution1024 x 748 pixels - Without status bar - standard resolution
 1536 x 2008 pixels - With status bar - high resolution2048 x 1536 pixels - Without status bar - high resolution
 768 x 1024 pixels - With status bar - standard resolution1024 x 768 pixels - Without status bar - standard resolution
Device size or platformScreenshot Dimensions
MacOne of the following, with a 16:10 aspect ratio:
1280 x 800 pixels
1440 x 900 pixels
2560 x 1600 pixels
2880 x 1800 pixels
Apple TV1920 x 1080 pixels
3840 x 2160 pixels
Apple WatchOne of the following:
312 x 390 pixels (Series 3)
368 x 448 pixels (Series 6, Series 5, Series 4, and SE)

Screenshot Sizes & Guidelines for the Google Play Store

On the Play Store, Google allows a minimum of 2 and a maximum of 8 screenshots in JPEG or 24-bit PNG (no alpha) for each supported device. Your screenshots must have a minimum dimension of 320 pixels and a maximum of 3840 pixels. Google’s guidelines also require that your screenshots’ maximum dimension should be no longer than double the minimum dimension. However, there are no other strict guidelines regarding screenshot sizes like those on iOS.

Examples from the Play Store search results illustrating how different games utilise variously sized screenshots to communicate value proposition.

The Google Play Store has less strict guidelines when it comes to screenshot sizes. The example above shows different screenshot sizes for different racing games.

On the Play Store, Google often highlights collections of recommended games. Your game needs a minimum of 3 landscape screenshots (16:9 ratio) to qualify for this feature, so you should be sure to include these within your selection. It is also important to ensure these landscape features are fully optimised with your target market in mind, as featuring in a collection could be a great opportunity to organically increase your clickthrough rate (CTR) and conversion rate.

Icon Tips & Best Practices

Your app icon is another vital ASO element. Sure, your icon is the smallest visual you need to consider, but it will consistently be associated with your app! The icon appears throughout the entire store, so you should dedicate enough thought into producing the best possible icon to represent your app.

To produce a great icon, you should first identify the root objective of your app - what is the fundamental purpose of its existence? Then, you should determine the most straightforward way to communicate this to your specific target audience. We recommend having a singular focal point (no photos or screenshots) so as not to overwhelm your market. Focus on a simple graphic, only including words if they are essential in communicating your message. Furthermore, if your target audience is familiar with your brand, we would recommend incorporating this in your icon to increase the recognition and credibility of your app.

As a general rule of thumb, your icon should be:

  • Simple
  • Memorable
  • Recognisable

Well-optimised icons are simple, memorable, recognisable and representative of core objectives.

Examples of app icons that are simple, memorable and recognisable.

A/B testing your icons is highly recommended to understand how your market responds to different visual combinations.

Icon Sizes & Guidelines for Apple’s App Store

Apple encourages developers to remove any unnecessary features in an icon to maintain visual consistency regardless of size. On Apple devices, following these guidelines is particularly important as the sticky header feature means your icon remains visible on your App Store listing, even if users scroll down (so you’ll want to get this right)!

For the App Store, your icon should be a high-resolution image in PNG format. Apple provides a list of size specifications you should follow to produce a customised icon for the different devices your app will be available on:

DeviceIcon Dimensions
iPhone180px × 180px (60pt × 60pt @3x)
 120px × 120px (60pt × 60pt @2x)
iPad Pro167px × 167px (83.5pt × 83.5pt @2x)
iPad, iPad mini152px × 152px (76pt × 76pt @2x)
App Store1024px × 1024px (1024pt × 1024pt @1x)

Icon Sizes & Guidelines for the Google Play Store

On the Google Play Store, your icon will also need to be a high-resolution image, in 32-bit PNG (with alpha). The dimensions must be 512px by 512px, with a maximum file size of 1024KB.

For illustrated and/or minimalistic artwork, Google recommends using the whole asset space so the piece occupies the entire icon. If you want to incorporate a more complicated logo or artwork, Google recommends restricting the principle image to a freeform design piece placed within a keyline grid in the centre of the icon (instead of forcing the logo/artwork to full bleed). You should avoid any transparent background colours (they will display the background colour of the Google Play UI instead), and also avoid any embedded badges for promotions (e.g. ‘sale now on’) or branding.

Your icon design should be a full square without shadow as Google dynamically applies the rounded shape and shadow for consistency purposes (demonstrated in the image below). It is also important to consider that the resulting radius will equal 20% of your icon size.

Consider adapting your artwork to fully utilise the asset space. If that's not possible, revert to placing the logo on a keyline grid. Avoid transparent backgrounds. Source: Google Play icon design specifications, Android Developers.

Google recommends to use the whole space for illustrations and to restrict more complicated images to a keyline grid. Source: developer.android.com

Videos Tips & Best Practices

Videos can be valuable components of your app store listing, allowing you to provide an in-depth preview into what users can expect if they download your app. On both the App Store and the Play Store, video previews are particularly recommended for games.

Incorporating a video into your app listing can offer more ‘real’ insight into your content and features than icon or screenshots, and support users’ decision-making processes. A user that has downloaded your app is less likely to be disappointed if they had been informed by a truly representative video. This means that, on the whole, people will be less likely to uninstall the app after downloading.

As a general rule of thumb, your videos should be:

  • Representative of real app/game use
  • Timeless (no time-sensitive content)
  • Localised (to the market and language)

You should conduct A/B tests on video variations to gain insight into what works best for your audience.

App Preview Sizes & Guidelines for Apple’s App Store

Videos on Apple’s App Store are referred to as app previews. They can be displayed both on the search results page and directly on your app listing. If your app preview orientation is portrait, it will be displayed first in the search results, before your screenshots. You are allowed up to 3 app previews for each language that your app is available in, and they must be between 15 and 30 seconds long with a maximum file size of 500MB. App previews autoplay, with the sound muted by default. The required resolutions of app previews on the App Store are displayed in the table below.

App previews must only present real footage made within your app - so it would be against guidelines to film someone using the app on a phone, for example. Promotional content is forbidden, alongside anything inappropriate or illegal (e.g. copyrighted music).

Apple recommends utilising your first app preview to tell a cohesive story which guides users through the same experience the app provides. As app previews autoplay, you should aim to spark your audience’s attention as soon as possible, and highlight exactly why your app is unique. For the second or third previews, it is recommended to demonstrate any special features or interesting content that have not already been mentioned.

Check out the table below for app preview size requirements for each specific device:

Device size or platformPortrait DimensionsLandscape Dimensions
6.5 inch (iPhone 11 Pro Max, iPhone 11, iPhone XS Max, iPhone XR)886 x 1920 pixels 1920 x 886 pixels
5.8 inch Super Retina Display (iPhone 11 Pro, iPhone XS, iPhone X)886 x 1920 pixels 1920 x 886 pixels
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)1080 x 1920 pixels1920 x 1080 pixels
4.7 inch (iPhone SE (2nd generation), iPhone 8, iPhone 7, iPhone 6s, iPhone 6)750 x 1334 pixels 1334 x 750 pixels
4 inch (iPhone SE (1st generation))1080 x 1920 pixels 1920 x 1080 pixels
12.9 inch (iPad Pro (4th generation, 3rd generation))1200 x 1600 pixels 1600 x 1200 pixels
12.9 inch (iPad Pro (2nd generation))1200 x 1600 pixels 1600 x 1200 pixels
 900 x 1200 pixels 1200 x 900 pixels
11 inch (iPad Pro)1200 x 1600 pixels1600 x 1200 pixels
10.5 inch (7th generation iPad, iPad Pro, iPad Air)1200 x 1600 pixels 1600 x 1200 pixels
9.7 inch (iPad, iPad mini)900 x 1200 pixels 1200 x 900 pixels
Device size or platformVideo Dimensions
Apple TV1920 x 1080 pixels
Mac1920 x 1080 pixels

Promo Video Sizes & Guidelines for the Google Play Store

On the Play Store, videos are called promo videos: the aim is to promote your app and compel potential users to download it. For branded terms, promo videos can be displayed on the search page, homepage and your store listing. On Google devices, promo videos always open fullscreen in landscape (so you will need to prepare your video in landscape!).

Promo videos may or may not autoplay, depending on the user’s connection. If they autoplay, videos play with muted sound and only show the first 30 seconds. There are no length restrictions on the Play Store, but we would still recommend keeping your promo video as short as possible and including only essential content (~30 seconds). Promo videos are displayed before screenshots, so you should ensure any core information features at the beginning.

In terms of content, your promo video is not restricted solely to app footage like on Apple’s App Store, but Google does recommend minimal branding or storytelling. Instead, promo videos which focus on captured footage showing the actual experience of using your app are more likely to be promoted on the store.

To add a promotional video to your store listing, you will need to enter your YouTube URL into the ‘Promo Video’ field. You should also ensure that ads are disabled in your video by deactivating any monetisation.

Feature Graphic Sizes & Guidelines for the Google Play Store

You need a feature graphic to publish an app, and to have it featured anywhere on the Play Store. Feature graphics can be a very powerful tool in engaging your target market as they are shown alongside your icon and app name throughout the store. If you have a promo video, the feature graphic will also display as its cover image. Feature graphics should be in JPEG or 24-bit PNG (no alpha) format, with dimensions of 1024px by 500px.

Google recommends keeping your feature graphic informative, focusing on the essence of your app/game. It is recommended to keep any focal points towards the center of the graphic, and to try to keep any prominent visuals out of cutoff zones (15% away from all 4 edges). You should use vibrant colours to stand out from the Play Store background, and avoid the inclusion of taglines, pricing or promotional content (you are more likely to be promoted if you follow these guidelines).

As a general rule of thumb, your feature graphic should be:

  • Informative
  • Localised (to the market and language)
  • Timeless (no time-sensitive content)

Feature graphics on the Google Play Store should immediately attract your audience and reflect the essence of your app/game.

Example of an informative featured graphic on the Google Play Store.


Deciding how exactly to optimise the visual assets on your app store listing can definitely be a complicated process. Hopefully, your ASO goals seem much more attainable thanks to our tips and guidelines! To produce the most efficient screenshots, icons, videos and feature graphics, it is fundamental to identify the core value of your app. Producing the optimal visuals for your listing will be much easier if you start by asking the following questions:

  • What root purpose does my app serve? To entertain? To inspire? To inform?
  • How can I represent my app’s purpose in a simple, straightforward way?
  • Who is my target market? What are their needs and expectations?
  • Visually, what is my competition doing? How can I divert my target market’s attention to my app?

Finally, be sure to use the correct sizes and resolutions for your images according to the devices your app supports. Specifically considering each device as its own unique medium (and tailoring your visuals to each) could particularly resonate with your audience, increase your app’s clickthrough rate and drive your downloads, which is the ultimate goal.

To discover how AppTweak can help with your creatives research and optimization, check out our unique features, including an AB testing competitors spy!

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