App Store Screenshots and Metadata That Pass Review and Convert

Your store listing is the only part of your app most people will ever see. Screenshots and a few lines of text decide whether someone installs, and the same screenshots and text decide whether App Review approves the release. Plenty of good apps lose on both fronts because the listing was assembled in a rush on submission day.

This guide covers App Store screenshots and metadata on both stores in 2026: the sizes you actually need, the character limits, the metadata rules that cause rejections, and what makes a listing convert.

Key takeaways

• Apple's main iPhone screenshot set is the 6.9-inch size (1320 × 2868 pixels in portrait, among other accepted sizes). Add a 13-inch iPad set if your app runs on iPad.
• You can upload up to 10 screenshots per device size on the App Store; Google Play accepts up to 8 phone screenshots plus a 1024 × 500 feature graphic.
• Guideline 2.3.3: screenshots must show the app in use, not just a splash screen, login page or title art.
• Guideline 2.3.7: no trademarked terms, competitor names, prices or irrelevant phrases stuffed into your name, subtitle or keywords.
• The first two screenshots do most of the work. Lead with your core outcome, not your settings screen.

Screenshot sizes you need in 2026

Apple scales the 6.9-inch set down for smaller iPhones, so one strong set covers most needs. Always check Apple's current screenshot specifications before uploading, because accepted sizes change with new devices.

Text fields and their limits

On the App Store, the keyword field is indexed for search but not shown. Don't repeat words already in your name or subtitle, and separate keywords with commas without spaces to use every character.

Metadata rules that cause rejections

Apple's guideline 2.3 is strict about metadata:

• 2.3.3: "Screenshots should show the app in use, and not merely the title art, login page, or splash screen."
• 2.3.7: choose a unique name, use accurate keywords, and don't pack metadata with trademarked terms, popular app names, pricing information or irrelevant phrases.
• Accuracy: the description and screenshots must match the version you submitted. Features "coming soon" don't belong in screenshots.

Google Play's metadata policy is similar: no misleading claims, no keyword stuffing, no unauthorised use of other brands, and screenshots that reflect the real app.

What makes screenshots convert

1. Lead with the outcome. The first screenshot should show the one thing users come for: the booked class, the finished workout, the matched profile.
2. One message per screenshot. A short caption at the top ("Book a class in 10 seconds") and the real screen below.
3. Use real content. Realistic names, photos and numbers, not lorem ipsum or obviously fake data.
4. Show the flow in order. Screenshots two to five can walk through the core flow, so people understand the app without reading.
5. Make captions readable at thumbnail size. Most people see screenshots tiny in search results.
6. Localise for key markets. Translated captions and local content help both conversion and search.

Test your listing instead of guessing

Both stores let you experiment with your listing:

• Product page optimisation (App Store) runs A/B tests of alternative icons, screenshots and app previews against your original page, and reports which converts better.
• Custom product pages (App Store) let you create alternative versions of your page for specific audiences or ad campaigns, each with its own screenshots and promotional text.
• Store listing experiments (Google Play) test different graphics and descriptions on a share of your visitors.

Run one change at a time, such as a new first screenshot, and give each test enough traffic to reach a clear result before deciding.

A workflow that avoids last-minute panic

• Freeze the core screens a week before submission and capture screenshots from a release build on the target device size.
• Keep a simple template (caption area, device frame or full-bleed screen) so updating screenshots for a new version takes minutes.
• Write the name, subtitle, keywords and descriptions in a shared document, check them against the character limits, and review them for 2.3.7 issues.
• Use promotional text on the App Store for time-sensitive messages, because it can change without a new release.

From the field: Store review, including handling rejections, is part of the release path I own on the apps I ship. Metadata problems are the cheapest rejections to avoid: a screenshot of a feature that isn't in the build, or a competitor's name in the keywords, costs a full review cycle for something that takes minutes to fix.

FAQ

What screenshot sizes does the App Store require in 2026?

The main iPhone set is the 6.9-inch display size, such as 1320 × 2868 pixels in portrait. If your app runs on iPad, add a 13-inch iPad set, such as 2064 × 2752. You can upload up to 10 screenshots per size; check Apple's specifications page for the full list of accepted sizes.

How many screenshots should I upload?

Upload enough to tell your app's story, usually five to eight, and put the strongest two first, since many people never scroll further. The App Store allows up to 10 per device size and Google Play up to 8 phone screenshots.

Can my app be rejected for its screenshots or description?

Yes. Apple's guideline 2.3 requires screenshots that show the app in use and metadata that accurately describes the submitted version, without trademarked terms, competitor names, prices or irrelevant keywords. Google Play has similar rules against misleading or stuffed metadata.

What's the difference between the subtitle and promotional text?

The subtitle (30 characters) appears under your app name and is indexed for search; it changes only with a new version. Promotional text (170 characters) appears at the top of your description, isn't used for search ranking, and can be updated at any time.

Next steps

If you're preparing a launch and want your listing checked against the rules and tuned to convert, I can review your screenshots and metadata before you submit. Get in touch, or see my services.

Sources

• Screenshot specifications, Apple
• App Review Guidelines (2.3 Accurate Metadata), Apple
• Creating your product page, Apple
• Add preview assets to showcase your app, Google Play Console Help
• Metadata policy, Google Play Console Help