If your app is available on both iOS and Android, you need to manage two completely different sets of screenshot requirements. While the core principles of good screenshot design are universal, the technical specs, policies, and optimization opportunities differ significantly between Google Play and the App Store.
This guide provides a comprehensive, up-to-date comparison to help you navigate both platforms efficiently.
Technical Specifications
Apple App Store
Number of screenshots: Up to 10 per localization per device type
Required device sizes: 6.7" display (1290 x 2796px) and 5.5" display (1242 x 2208px) for iPhones. iPad Pro 12.9" (2048 x 2732px) if app supports iPad
File format: JPEG or PNG, no alpha channel
File size limit: No specific limit, but high-resolution PNGs are recommended
Orientation: Portrait or landscape (must be consistent within a device type)
App previews: Up to 3 video previews per localization, 15-30 seconds each
Google Play Store
Number of screenshots: Minimum 2, maximum 8 per listing
Size requirements: Minimum 320px, maximum 3840px. 16:9 or 9:16 aspect ratio recommended
File format: JPEG or 24-bit PNG (no alpha)
File size limit: 8MB per screenshot
Orientation: Can mix portrait and landscape
Promotional video: YouTube video URL (no length limit, but 30-120 seconds recommended)
Content Policies
What Apple Restricts
Apple has strict content guidelines for screenshots:
Screenshots must accurately represent the app experience
No pricing information or "free" claims in screenshots
Device frames must match actual Apple products (no custom colors)
No references to other platforms (no Android screenshots in your iOS listing)
Text overlay must be relevant to the app's functionality
No user testimonials or review quotes without proper attribution
What Google Restricts
Google's policies are slightly more permissive but still have boundaries:
Screenshots must be representative of the actual app experience
No misleading imagery (showing features the app does not have)
No excessive promotional text that obscures the app interface
Performance claims must be verifiable
User data collection disclosures must match app behavior
Optimization Opportunities
Apple-Specific Advantages
Product Page Optimization (PPO) lets you A/B test up to 3 alternative screenshot sets. This is invaluable for data-driven optimization. Each test can run across all localizations or be targeted to specific markets.
Apple's Custom Product Pages allow you to create up to 35 unique store listing versions, each with different screenshots. You can link these to specific ad campaigns, allowing you to match screenshot messaging with ad creative for higher conversion rates.
Google-Specific Advantages
Store Listing Experiments offer similar A/B testing but with more flexibility in what you can test (including the feature graphic and short description alongside screenshots).
Google's Custom Store Listings let you create different screenshots for different countries, install states (pre-registration, installed), and referral sources. This granularity allows for highly targeted visual messaging.
Google Play also auto-plays video previews in search results, giving video-enabled listings a significant visibility advantage.
Localization Differences
Apple's Localization Model
Apple supports 40+ localizations, and each one can have its own complete screenshot set. Some localizations serve multiple countries — for example, French serves France, Belgium, Switzerland, and several African countries. You can use this strategically to reach multiple markets with one localization.
Google's Localization Model
Google Play supports 75+ languages and allows country-level customization. You can have different screenshots for French (France) and French (Canada), which Apple does not support natively. This gives Google Play publishers more granular control over regional messaging.
Design Strategy: One Set or Two?
Should you create separate screenshot designs for each platform? The answer depends on your resources:
Unified approach: Design at the highest resolution (Apple's 6.7" size), then resize for Google Play. Use frameless designs to avoid platform-specific device mockup issues. This saves time but may not optimize for each platform's unique display characteristics.
Platform-specific approach: Create separate sets that leverage each platform's strengths. Show iPhone frames on iOS and Pixel/Samsung frames on Android. Optimize text placement for each platform's search result layout. This requires more work but maximizes conversion on each platform.
For most teams, we recommend a hybrid approach: unified base designs with platform-specific device frames and minor layout adjustments. Tools like Shotlingo support multi-platform export from a single template, making this approach practical without doubling your workload.
Quick Reference Table
Max screenshots: Apple 10, Google 8
Min screenshots: Apple 1, Google 2
A/B testing: Both supported natively
Video: Apple (in-store preview), Google (YouTube, auto-plays)
Custom pages: Apple 35, Google unlimited (via custom listings)
Localization granularity: Apple per-language, Google per-country
Understanding these differences is essential for any cross-platform app. The developers who optimize for each platform independently — rather than using a one-size-fits-all approach — consistently see better conversion rates and higher download numbers on both stores.
Originally published on Shotlingo — an AI-powered tool for localizing App Store screenshots to 40+ languages. Free tier available at shotlingo.com.
