I’m completely sure that every designer who works with mobile app design sooner or later asked yourself a question and type in Google search bar: How to create screenshots for Apple Store?

I also once was in a similar situation, until I decided to create a special article about my experience in order to share with you my observations about this issue. I figured this out for a long time and there are many other articles on this subject. My search queries have evolved from simple questions related to visualisation to complex questions that are associated with an increase in conversion rates and downloads in the Apple store.

App store screenshots are epic marketing assets. They illustrate compelling stories, showcasing the app’s primary function and purpose. Essentially, app store screenshots are crucial marketing messages designed to grab the user’s attention.

Your task as a designer is to make people interested and install the app. You should optimize all graphic elements on the application page as much as possible, since the visual component affects the conversion to installation. The description of the functions in the screenshots should not only inform your potential customers, but should convince them of the usefulness of the product.

In order for your app’s page on the App Store to attract more users, you need to make it memorable. To search for interesting ideas, you can study competitors from your niche and analyze the graphics of those applications that have already reached the top of their category. Having studied the latest trends in page design in the App Store, you can find fresh ideas. If they’re mediocre, chances are users will download a different app with a similar purpose and better-looking page.

photo from Allie Smith / unsplash

Search results from AppStore displays the following data for the user: application name, icon, rating, name of the company that owns the app and screenshots of the app. It is very important in the search results to show the future user what tasks your application solves. Since we should interest the user here, to view the profile or install directly from the results.

According to Storemaven, a product page in less than 3 seconds should explain what the application does. Namely, these few seconds influence the decision. The vertical arrangement allows the user to see more information when they first interact with the application. For example, as you can see in the image, with a vertical feed in the search results, users see three screenshots.

Some statistics data that you must be taken in your solutions for creating screenshots of app:

🧔 50% of visitors base their decision on first impressions
🐌 60% of your visitors won’t scroll beyond your First Impression
💚 Tell users what your app does in under 3 seconds
📹 An app video can increase install rates by more than 25%.
🤹‍♂️ Instances in which using the same creatives on both platforms led to a 20%-30% decrease in installs on iOS.

App Store Statistics Revealed

Even if you are just planning to release the application in the App Store, I recommend that you familiarize yourself with all the requirements and nuances on the official sites. For example, the page Marketing Resources and Identity Guidelines helped me understand a lot and saved me time searching for the right information.


A short list of specifications for Apple Store:
✅ JPEG or PNG format;
✅ pixel density 72 dpi;
✅ RGB color scheme;
✅ lack of transparent backgrounds;
✅ high quality;
✅ the page layout is dominated by the vertical arrangement of screenshots;
✅ You could add up to 10 screenshots;
✅ iOS 13 update allows apps to use a dark theme.


📱 6.5 inch => 1242 x 2688 pixels
📱 5.5 inch => 1242 x 2208 pixels

Apple’s recommendations are very specific regarding demonstrating your app in use. You can take a screenshot only from the text and use the text in your screenshots. However, you must have at least one screenshot showing the app itself. You should always show real data, as you are responsible for the materials used in the screenshots of your app.


The description should match how the application actually behaves. The App Store will not be happy if you decide to embellish your product. For obvious discrepancies, the publication may be rejected (and most likely will be). This applies not only to fictional features in the description, but, on the contrary, hidden functions. It is strictly forbidden to manipulate users in order to receive feedback and raise the rating of the application. For a dishonest game, they can not only reject the publication, but also be excluded from the iOS Developer Program.

The name of the application does not need to include a version. In addition, the names of the applications in the store and on the device must match or be close in value to avoid confusion.

If you look at the Tops of the App Store, you will notice that about 1/3 of the applications have accompanying inscriptions on the screenshots, 90% of which are located in the upper part and occupy up to 30% of the image. A screenshot in the App Store acts as an advertising banner and should motivate the user to download. The inscriptions help to capture attention, explain the features and benefits of the application.

People only read the first line of your description. Make it count.

Colours and Style

🎨 Solid colors dominate screenshots
🎨 Screenshots use brand colors
🎨 Designers like to use white and black backgrounds in screenshots
🎨 Stick to one style
🎨 Do not switch between different color schemes and fonts.

Tips for Amazing App Store Screenshots

✔️ Look at the screenshots created through the eyes of your potential user
✔️ One screenshot — one message (function)
✔️ Movement creates emotions. Short videos help you reach more audiences
✔️ To keep the user on the page, tell a story
✔️ Consider the localization and cultural characteristics of the audience
✔️ Use the latest iOS devices
✔️ Keep your screenshots updated
✔️ Remember about composition. A good composition can hypnotize the user
✔️ Highlight product benefits rather than product features
✔️ Use the standard orientation for screenshots. Nobody likes to turn their heads to look at the screen from the usual angle.
✔️ Test screenshots, icons and text to find the optimal combination

Useful tools

I create all my screenshots myself in the figma. This creates in me a feeling of uniqueness and not like other work. But this is my personal habit. There are a fairly large number of services that simplify the work and save the time for designers.

⚙️ Ramotion
⚙️ Applaunchpad
⚙️ Hotpot
⚙️ Screenspace
⚙️ Scrnshts


In addition to all of the above, factors such as the number of downloads, the number of active users, and the rating influence organic delivery. An application with an ideal description, but without a rating or with poor ratings, will not attract installations, and all your work on the design of the publication will go to empty.

A/B testing is the leading way to maximize your creatives’ performance by comparing app store screenshots to one another, seeing which yields better conversion rates.

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UX Designer ⚡️ sergushkin.com