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App Preview Video

An App Preview is a short video (15-30 seconds) Apple shows in the App Store that auto-plays muted. Up to 3 are allowed per device size and they sit above your screenshots in the listing.

An App Preview is a 15-to-30-second video Apple plays in the App Store, auto-playing muted by default. Up to three App Previews are allowed per localization per device size, and they occupy the first gallery slots, ahead of screenshots. Apple requires footage captured from the app itself (screen recordings, not external marketing reels, live actors, or device hands), and rejects previews that show pricing, other platforms, or unavailable features. Files upload as .mov, .m4v, or .mp4, H.264 or ProRes, typically 30fps. Resolution is device-specific and differs from screenshots: modern iPhones (6.5"/6.7"/6.9") use 886×1920 portrait, while the iPad 13" uses 1200×1600 or 1600×1200. You also select a poster frame. The still shown before playback begins or when the video is paused.

Why It Matters

Because App Previews sit above screenshots and auto-play, they seize the first seconds of attention. A strong one can lift conversion 20-25%, but a weak one underperforms having no video at all. Muted-by-default autoplay makes two choices decisive: the poster frame (what a paused or not-yet-loaded video shows) and the first second of motion, which too many apps waste on a splash logo or loading spinner. For localization, on-screen text baked into the footage means a Japanese or German viewer sees English UI unless you record or re-caption a per-locale cut, and Apple lets you upload one App Preview set per localization to do exactly that.

Example

A meditation app records a 22-second App Preview: four guided-session cuts opening on a serene animated gradient rather than its splash screen. It exports at 886×1920 for the iPhone 6.9" slot (not 1080×1920, which was the old 5.5" iPhone spec) as H.264 at 30fps, and sets the poster frame to the second-2 hero shot so a paused preview still sells the value. For Japan they re-record the same flow with Japanese on-screen labels and upload it under the ja localization. In PPO the video variant converts 19% above the screenshot-only control, so it ships as the default across all device sizes.

Frequently Asked Questions

How long should an App Preview be?

Apple allows 15 to 30 seconds. Most high-performing previews land at 18-22 seconds. Long enough to show meaningful content but short enough to retain viewers before they scroll. Front-load your strongest moment, because many viewers never reach the final third.

Do App Previews need to be localized?

Strongly recommended. Apple lets you upload a different App Preview per localization. At minimum, localize the on-screen text baked into the footage so a German or Japanese viewer does not see English UI. Ideal is a localized voiceover or subtitles, but re-captioning the visible text captures most of the gain.

What is the first-frame strategy for App Previews?

The first frame (the poster frame) is what users see when the video is paused or before it loads. Make it visually compelling and on-brand, ideally a hero moment from a couple of seconds into the video. Never let it default to a loading screen, empty state, or splash logo, which reads as broken.

What resolution should an App Preview be?

Resolution is device-specific and differs from screenshots. Portrait previews for iPhone 6.5", 6.7", and 6.9" are 886×1920 pixels; the older 5.5" iPhone used 1080×1920. iPad 13" previews are 1200×1600 or 1600×1200. Upload .mov, .m4v, or .mp4 encoded H.264 or ProRes, and keep it within Apple's 30-second cap.

Can I use marketing footage or animation in an App Preview?

Mostly no. Apple's guidelines require App Previews to show the actual in-app experience captured from the device, so you cannot use live-action actors, external b-roll, or purely promotional motion graphics. Brief intro/outro title cards and overlaid captions are allowed, but the bulk must be real app UI or Apple rejects the preview in review.

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Related Terms

Custom Product Pages (CPP)
Apple Custom Product Pages let you create up to 35 alternate App Store product pages with unique screenshots, videos, and promotional text. Each variant gets its own URL for paid campaigns.
Product Page Optimization (PPO)
PPO is Apple's native A/B testing feature inside App Store Connect. You can run up to 3 alternate treatments against your default page and Apple declares a winner based on conversion rate.
Hero Screenshot
The hero screenshot is the first screenshot Apple shows in your App Store listing. It carries the most conversion weight because it appears in search results and category browses before users tap into your page.
ASO (App Store Optimization)
ASO is the process of optimizing an app store listing to rank higher in search and convert more downloads. It covers keywords, screenshots, ratings, and retention signals.

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