App Store Listing

App Store Listing Image

Your App Store listing provides users with key information about your iOS digital product. You will need to provide Apple with details about your app so that your listing can be created and your product can become publicly available in the App Store. Listings must include your product’s name, a brief description, screenshots, and more. We’ve provided a comprehensive overview of required information so that you can efficiently navigate the process for creating and updating your App Store listing.

We’ve separated listing specifications into two categories—app information and version information. App information is generally consistent across updates and rarely changes. Version information, on the other hand, can and likely will change each time you release a new version of your product.

App Store Listing Information

App Name: Your app’s name appears at the top of your App Store listing and is limited to 30 characters. Your app name can be longer than the fairly limited text beneath your app’s icon on a user’s home screen. 

Subtitle: The subtitle appears beneath your app’s name in the listing in a smaller font. Some clients use the subtitle space to insert a tagline. Subtitles must also be 30 characters or less.

Content Rights: Apple requires applicants to demonstrate their legal right to leverage third-party commercial content (such as art and music). Therefore, teams should be prepared to provide this documentation even though it is not included in App Store listings. 

Primary Language: Your product’s primary language–or the main language that is used for text, audio, and video content in your app–must be specified.

Primary and Secondary Category: You will need to choose primary and secondary categories for your app. Your selections will come from the following options: Books, Business, Developer Tools, Education, Entertainment, Finance, Food & Drink, Games, Graphics & Design, Health & Fitness, Lifestyle, Magazines & Newspapers, Medical, Music, Navigation, News, Photo & Video, Productivity, Reference, Shopping, Social Networking, Sports, Stickers, Travel, Utilities, and Weather. Note: If your app is specifically for kids ages 11 and under, be sure to select the “Made for Kids” checkbox to indicate a special categorical case.

Age Rating: The age rating is the minimum age for which your app is deemed appropriate. You won’t provide an age rating directly. Instead, you will answer a series of questions about topics that are not suitable for all ages, such as violence and profanity. Apple will then assign an appropriate age rating based on your responses.

License Agreement: You may provide your own license agreement or adopt Apple’s policy by default.

Pricing and Availability: Your pricing and availability selections are part of your App Store listing. You can establish tiered pricing (e.g. Free, $0.99, $1.99, etc.) and determine which countries should make your app available. When you set pricing, you also specify the effective date for your pricing to change.

App Privacy: We cover Apple’s App Privacy questionnaire in depth here

In-App Purchases: If your product includes in-app purchases such as content or features, you’ll configure them in App Store Connect. You may need your development team’s input to complete this task because they may have to implement some app code and/or configuration changes. 

App Store Listing Version Information

iPhone Screenshots

You need to provide between 1 and 10 screenshots for your app. Your screenshots must also meet very specific pixel dimensions to satisfy Apple’s requirements. For iPhone apps, Apple requires teams to provide images for 6.5” screens (iPhone 12 Pro Max, iPhone 11 Pro Max, iPhone 11, iPhone XS Max, iPhone XR) and 5.5” screens (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus). The required pixel dimensions for 6.5” and 5.5” screens are as follows: 

  • 6.5” screenshots: 1284 x 2778 pixels (portrait) or 2778 x 1284 pixels (landscape)
  • 5.5” screenshots: 1242 x 2208 pixels (portrait) or 2208 x 1242 pixels (landscape)

Apple gives teams the option to provide specific images for 5.8” screens (iPhone 12 Pro, iPhone 12, iPhone 12 mini, iPhone 11 Pro, iPhone XS, iPhone X) as well as 4.7” screens (2nd generation iPhone SE, iPhone 8, iPhone 7, iPhone 6s, iPhone 6). If your team does not submit images for smaller screens, then Apples will scale your 6.5” and 5.5” images.

Some teams have access to specific devices that produce screenshots with the required size dimensions. These applicants can then simply capture images and upload them to App Store Connect. If your team does not have this capability, it may be easiest to take representative screenshots on whatever device you have and then lean on our team to capture the shots using an iOS Simulator, which allows us to meet the specifications of any iPhone model.

Most App Store listing screenshots show the edge-to-edge UI of your app. However, some clients prefer to reduce the size of the image, insert it into a phone frame, and possibly add some promotional or instructional text around the images. If you choose to further customize your screenshots, keep the following additional requirements in mind:

  • The “frame” of the mobile device pictured must be an iPhone.
  • Apple requires that users only see their own device’s frame in screenshots they view in the App Store as well. This means that if a user visits the App Store using their iPhone 8, they can’t, for example, be presented with screenshots showing the frame of an iPhone X. You’ll need to produce a set of images for all of the screen sizes (6.5”, 5.8”, 5.5”, and 4.7”) with the appropriate device frame for each one.

Since you can’t rely on Apple to resize images, you’ll need to know the dimensions of certain iPhone screens. For reference, here are the image dimensions for 5.8” and 4.7” devices:

  • 5.8” screenshots: 1170 x 2532 pixels (portrait) or 2532 x 1170 pixels (landscape)
  • 4.7” screenshots: 750 x 1334 pixels (portrait) or 1334 x 750 pixels (landscape)

To provide you with a real-world example, the following images show how TikTok handles various presentations across different device models:

tiktok app store iphone 8 imagetiktok app store iphone x image

iPad Screenshots

If your app runs on iPad, the screenshot requirements are similar. You must provide screenshots for a 12.9” iPad screen (3rd and 4th generation iPad Pro). Images for devices with the following screen sizes are optional: 11” (iPad Pro, 4th generation iPad Air), 10.5” (7th and 8th generation iPad, iPad Pro, iPad Air), and 9.7” (iPad, iPad mini). We recommend that you provide additional screenshots if you either 1) don’t want Apple to auto-scale the 12.9” images, or 2) want to provide screenshots inserted into a device frame. We’ve listed all of the dimensions below.

  • 12.9” screenshots (required): 2048 x 2732 pixels (portrait) or 2732 x 2048 pixels (landscape)
  • 11” screenshots: 1668 x 2388 pixels (portrait) or 2388 x 1668 pixels (landscape)
  • 10.5” screenshots: 1668 x 2224 pixels (portrait) or 2224 x 1668 pixels (landscape)
  • 9.7” screenshots: 1536 x 2008 pixels (portrait (without status bar) / 1536 x 2048 pixels (portrait with status bar) or 2048 x 1496 pixels (landscape without status bar) / 2048 x 1536 pixels (landscape with status bar)

If there are any mobile devices pictured in your screenshots (for instance, a stock photo of a model holding a phone on your login page), then the mobile products shown must be Apple devices. If your iOS app includes an image of an Android phone, your app will likely be rejected in the review process.

App Store Listing Previews 

App Previews are short videos that show your app in action. They must be between 15 and 30 seconds in length and no more than 500 MB in size. Apple automatically makes the 5-second mark your poster frame. The supported file formats are .mov, .m4v,  and .mp4.

If your app preview includes screenshots, you must meet the requirements for both 6.5” and 5.5” iPhone screens. You have the option to submit other sizes. If you choose not to submit other sizes, Apple automatically derives scaled versions of the 6.5” or 5.5” videos for other devices .

Required Dimension

Required Dimensions Chart

Supported Formats

Supported Formats Chart

Other Types of Version Information

Promotional Text: Use promotional text for special occasions or to draw attention to something unique. This optional content appears above the description in the App Store. Promotional content is one of the few things that you can update without a new review. Apple limits promotional text to 170 characters or less.

Description: Your app description of the features and benefits of your app can be up to 4,000 characters.

Keywords: Keywords don’t appear in the listing but are used to improve search results in the App Store. You’ll provide a comma-separated list of words. Keep in mind that commas between words count toward your 100 character limit.

Support URL: Provide a support URL link to the page on your website where users can find customer help and resources for your app.

Marketing URL: Submit an optional marketing URL link to a page on your website where users can find product information about your app.

App Review Contact Information: Provide contact information including the name, phone number, and email address of the person Apple can reach if they have questions during the review process. In our 13 years of developing App Store listings, we’ve never been contacted using these methods. All of our review feedback has come through a dedicated channel within App Store Connect for review-related communication.

App Review Notes: If you need to give the reviewer special instructions for using features of the app, include them in your review notes. Only include details that are less obvious to someone picking up the app for the first time.

Authentication Details: Create authentication details (typically a username and password) for the reviewer if login is required for your app. If your app uses something other than a username and password, provide these details in the app review notes. Be sure that you can authenticate these credentials in your production environment before submitting a new build for review. If an Apple team member can’t log in, then your review will stop until the issue is resolved.

Attachment: You can submit an attachment in a wide variety of formats to support your submission. While teams may submit attachments as images, PDFs, and other formats, our clients most frequently submit videos for their reviews. Videos are necessary for at least two of the following common circumstances:

  1. You can’t provide Apple with a live test account in your production environment. This is the case for some of our financial clients.
  2. Your app integrates with hardware that the reviewer can’t access. If this describes your situation, then it is important to record a video that shows your app running on a phone and communicating with its associated hardware at the same time. The reviewer needs to see, for instance, that when you tap a button in your app’s UI, the light on the hardware turns green.

In both cases, it is crucial to demonstrate the core functionality of your app. However, teams certainly don’t need to demonstrate every possible use case. We recommend that you keep your video to 2 minutes or less. Remember that the reviewer can pause and rewind as needed, so you can fly through your demo. You don’t need to narrate it either, unless you think your app has a specific feature that requires an explanation. This situation is rare.