App Store Preview Video: Specs, Rules and Storyboard Examples
What an app store preview video needs: Apple's length, format and resolution specs, allowed footage, poster frames, muted autoplay and storyboard examples.
ScreenShipper team · · 7 min read
TL;DR: An App Store preview video is a 15 to 30 second clip of real in-app footage that autoplays, muted, on your product page and in search results. Apple currently allows up to three previews per device size and language, as H.264 or ProRes 422 HQ files at up to 30 fps. Each device class has its own accepted resolution, such as 886 × 1920 for current iPhones.
Where App Previews Appear and How They Play
A preview takes the first slot of your gallery, ahead of your screenshots. That placement is why it matters so much and why a weak one hurts.
| Placement | How the preview behaves | What it means for you |
|---|---|---|
| Search results | Autoplays muted as part of your result | The first seconds act as your first screenshot |
| Product page | Autoplays muted at the start of the gallery | Text overlays carry the message, not the voiceover |
| Autoplay turned off | Apple shows the poster frame instead | The poster frame must work as a still image |
| Apple Ads | Previews can be used in ads | One good preview works in more than one place |
Because sound is off by default, Apple recommends using on-screen copy to add context. Treat audio as a bonus for people who unmute.
App Preview Specs at a Glance
These are the main requirements from Apple's App Preview specifications page. Apple updates the page as new devices arrive, so check it before you export.
| Spec | Requirement |
|---|---|
| Length | 15 to 30 seconds |
| Number | Up to 3 per device size and language; previews are optional |
| File types | .mov, .m4v or .mp4 with H.264; .mov with ProRes 422 (HQ only) |
| Frame rate | Up to 30 frames per second |
| File size | Up to 500 MB |
| H.264 video | Progressive, up to High Profile Level 4.0, target 10 to 12 Mbps |
| Audio | Stereo; 256 kbps AAC for H.264 (PCM also allowed with ProRes), 44.1 or 48 kHz |
| Orientation | Portrait or landscape for iOS; landscape only for Mac, Apple TV and Vision Pro |
| Poster frame | Defaults to the 5-second mark; you can pick another frame |
| Processing | Can take up to 24 hours after upload |
Accepted resolutions
The accepted resolution is not your device's screen resolution. A 1320 × 2868 recording from a large iPhone must be scaled to the accepted size before upload.
| Device class | Portrait | Landscape |
|---|---|---|
| iPhone with Dynamic Island or Face ID (all current sizes, including iPhone Duo) | 886 × 1920 | 1920 × 886 |
| iPhone with Home button, 5.5-inch | 1080 × 1920 | 1920 × 1080 |
| iPhone with Home button, 4.7-inch | 750 × 1334 | 1334 × 750 |
| iPad 13-inch and 11-inch | 1200 × 1600 | 1600 × 1200 |
| Mac and Apple TV | not supported | 1920 × 1080 |
| Apple Vision Pro | not supported | 3840 × 2160 |
If your interface is the same across sizes and localizations, Apple says you can provide only the highest resolution required and it scales down to smaller device sizes. iPad still needs its own 4:3 video.
Content Rules: What Footage Is Allowed
App Review Guideline 2.3.4 says previews may only use video screen captures of the app itself, with optional narration and video or text overlays to explain what isn't obvious. Apple's preview guidance adds practical detail.
Do:
- Capture footage on device, at the native UI resolution, rather than zooming in
- Add text overlays that are legible and stay on screen long enough to read
- Use graphic touch hotspots if you need to show where someone taps
- Disclose required purchases or logins, either in the footage or on the end frame
- Show more gameplay than cutscenes in games
- Use simple transitions such as dissolves and fades
Don't:
- Film people holding or tapping a device, including hands or over-the-shoulder shots
- Include content you don't have the rights to show
- Use violence, adult themes or profanity, since previews must suit all audiences
- Mention specific prices, which vary by region and currency
- Add seasonal or timely references that will date the video
- Use transitions that suggest features your app doesn't have
Poster Frame, Autoplay and the First Seconds
The poster frame is the still image shown on the product page and during install, and wherever autoplay is off. Pick a frame with clear UI and a readable overlay, ideally the same message as your strongest screenshot. Apple notes that once a preview is approved, changing its poster frame means submitting a new version of that preview, so choose carefully before you submit.
The opening seconds do the same job as your first App Store screenshot: someone scrolling search results decides almost instantly whether to look closer. Open on the result your app delivers, not on a logo, splash screen or onboarding form.
Storyboard Examples by App Type
These storyboards are archetypes, not copies of real apps. Each fits in about 25 seconds and follows one rule: show the outcome first, then how you get there.
| Seconds | Productivity app | Photo editor | Casual game |
|---|---|---|---|
| 0 to 3 | Finished, organized week view with overlay "Your week, sorted" | Before and after split of one photo | Most satisfying gameplay moment |
| 3 to 10 | Adding a task by typing or voice, sped up | Applying a preset, then adjusting with one slider | Core loop: one full round, unedited |
| 10 to 18 | Drag to reschedule; overlay "Plans change. Drag it." | Removing an object from the background | A progression moment such as a new level or unlock |
| 18 to 25 | Widget and reminder on the Home Screen | Exporting and sharing | A second mode or a boss, still real gameplay |
| End card | App name and one-line benefit | App name and "Edit in seconds" | Game title and key art drawn from the game |
Keep overlays to three to six words, the same discipline as screenshot captions. If an overlay needs a full sentence, the footage isn't showing enough.
Should You Make a Preview at All?
Previews are optional, and a mediocre one occupies your most valuable slot. Make one when motion is the selling point:
- Games, where gameplay feel is hard to convey in stills. See our game screenshot guide for how video and stills work together.
- Apps with gestures or real-time feedback, such as drawing, music, fitness tracking or AR.
- Apps with a complex workflow that becomes obvious once you see it in sequence.
Skip it, or postpone it, when your app is a simple utility whose value fits in one screenshot, or when you can't keep the video current. Each preview has to match the shipping UI, and maintaining videos for several device classes and languages takes real work.
If you're unsure, test it. Product Page Optimization lets you run treatments with different screenshots and app previews against your original page. When you're ready to produce one, follow our step-by-step guide on how to make an app preview video. On Google Play, the equivalent is a YouTube promo video, covered in Google Play promo video requirements.
Frequently Asked Questions
How long can an App Store preview video be?
Apple currently requires between 15 and 30 seconds. Many good previews use most of that time, but cut anything that doesn't show something new.
Can I use the same preview for iPhone and iPad?
No. iPhone and iPad have different accepted resolutions and aspect ratios, so you need a 4:3 video for iPad. Within iPhone, the current display sizes share the same accepted resolution, and Apple scales your highest-resolution preview down to smaller sizes.
Do app previews need an audio track?
Apple's specification describes the stereo audio format previews must use, so export with a stereo track, even if it's only a quiet music bed. Remember most viewers will watch muted.
Can I show my app inside a device frame or in someone's hand?
No hands or people holding devices. Apple wants only content from within the app itself, captured on device, so keep the screen recording full-frame.
Why is my preview still processing?
Apple says processing can take up to 24 hours after upload. If it fails, recheck the resolution, frame rate, codec and audio settings against the specification.
Sources
From raw captures to store-ready screenshots
Drop your simulator or emulator captures into a template and export every store size, or frame a single screen with the free mockup generator.