Screenshots do the selling
Screenshots are the listing's shop window, and the first few appear in search results before anyone opens the product page. The App Store takes up to 10 per localisation; for iPhone the 6.9-inch set is 1260x2736, 1290x2796 or 1320x2868 pixels, and iPad needs 2064x2752 or 2048x2732, as JPEG or PNG without transparency. Google Play needs at least two, between 320 and 3840 pixels, with the long side no more than twice the short one, and recommends 1080x1920 portrait sets for promotion. Give each screenshot one benefit, a short caption and the real screen that proves it, ordered so the first three tell the story alone.
The interface must be real
Apple's review guideline 2.3.3 says screenshots should show the app in use, not merely title art, a login page or a splash screen, and 2.3.4 says previews may only use video screen captures of the app itself, with narration and overlays allowed. Google Play's metadata policy rejects misleading imagery. So generation has a clear boundary: backgrounds, device frames, captions, lifestyle context and motion graphics around a genuine capture are fine, while a generated interface, or a feature the app does not have, invites rejection and complaints. Capture localised screens by running the app in each language, rather than generating translated interfaces.
Text rules and the feature graphic
On the App Store, the app name and subtitle are limited to 30 characters each. Guideline 2.3.7 keeps prices, trademarked terms and unverifiable claims out of metadata, and 2.3.8 requires icons, screenshots and previews suitable for a 4+ audience even when the app is rated higher. On Google Play, titles are limited to 30 characters and short descriptions to 80, and titles, icons and developer names may not carry emojis, all capitals unless part of the brand, store-ranking claims, prices or promotions. The feature graphic is 1024x500 in JPEG or 24-bit PNG without transparency, and the preview video is a YouTube link, whose first 30 seconds autoplay.
Localised sets and testing
Each market deserves its own set: captions written in the local language, screens captured in that language, local currencies and payment methods, and people who look like the users. Apple allows up to 70 custom product pages per app, each with its own screenshots and previews, which can be linked from campaigns or assigned keywords so they appear in search, and product page optimisation tests alternatives against the original. Google Play offers store listing experiments and custom store listings. The studio produces localised sets from one approved design, with captions in 30 languages and approved claims enforced, and each real screen capture left untouched.
Updated 25 September 2026