App Store Preview Video: What Apple Actually Requires

Quick answer

• Keep the preview between 15 and 30 seconds.
• Show only footage from inside the app.
• Assume the video will autoplay muted and needs to communicate without sound.

What Apple requires

Use these official sources:

• Show more with app previews
• App preview specifications
• Upload app previews and screenshots

Apple says:

1. You can have up to three app previews for each supported language.
2. Each preview can be up to 30 seconds long.
3. App previews display and autoplay on the product page and within search results.
4. App previews play muted by default, so your story must still work without audio.
5. App previews must show only content from inside the app.

The App Store Connect specifications page also lists 15 seconds as the minimum length, 30 seconds as the maximum length, and 500 MB as the maximum file size.

Apple also notes that app previews appear before screenshots on product pages. This means the preview is the first thing a user sees when they visit your listing, before any of your screenshots. If your preview is weak, it sets a poor first impression even if your screenshots are strong.

What makes this different from a normal app demo video

A general app demo video can include:

• Brand storytelling and conceptual framing
• Footage outside the app (lifestyle, people, environment)
• Voiceover and music as primary communication
• Flexible timing

An App Store preview must:

• Stay between 15 and 30 seconds
• Show only footage captured from inside the app
• Work fully without audio (autoplay muted by default)
• Avoid content that implies features the app does not have

Use this rule:

1. A general app demo video can be more flexible.
2. An App Store preview has stricter timing and content rules.
3. An App Store preview is closer to product evidence than to a marketing trailer.

If you need the broader workflow, use App Demo Video: A Simple Workflow That Actually Ships.

A simple 30 second structure that works

Use this sequence:

1. Seconds 0 to 5: show the core app value fast.
2. Seconds 5 to 12: show the main workflow or action.
3. Seconds 12 to 20: show one important supporting benefit.
4. Seconds 20 to 30: close with one more strong feature or clear proof point.

If you create more than one preview, Apple recommends that each one shows something new. Use the second and third previews to cover secondary features or different use cases rather than repeating the same content.

The first five seconds are the most important. Users often decide whether to keep watching within the first few seconds. Lead with the clearest demonstration of what the app does, not with a logo or tagline.

Story rules that matter more on the App Store

Use this checklist:

1. Start with the product, not branding.
2. Use text overlays only when they improve understanding.
3. Keep text readable because the preview may be viewed small and muted.
4. Avoid seasonal, dated, or price-specific copy.
5. Disclose if a feature shown requires login, subscription, or in-app purchase.

The muted autoplay rule is the most commonly underestimated constraint. Most users will see your preview without sound. Any information that is communicated only through audio will be lost. Text overlays, on-screen actions, and clear UI interactions have to do the work that a voiceover would normally do.

If your preview uses the same source recording as your screenshot workflow, pair this with Screen Recording to Mockup: The Fastest Practical Workflow.

How to plan the content

Before recording, write out what each section of the preview will show:

Seconds 0 to 5: core value What is the one thing this app does that users will most value? Show that immediately. Do not build up to it.

Seconds 5 to 12: main workflow Show the most important action a user takes in the app. Keep it simple and clear. If the interaction involves multiple steps, show the most important one and let the others happen quickly in the background.

Seconds 12 to 20: supporting benefit Show a second feature or use case that adds to the core value. This could be a speed advantage, a visual output, a key integration, or a differentiating detail.

Seconds 20 to 30: proof point End with something that builds confidence. A strong result, a feature that users specifically mention, or a final demonstration that reinforces the decision to download.

Capture and edit workflow

Use this process:

1. Record clean footage directly from the device. Use a real device when possible. The simulator is acceptable but device recording usually produces cleaner results.
2. Trim to the clearest 15 to 30 second sequence before adding any overlays or effects.
3. Keep transitions simple. Jump cuts are fine. Complex transitions can imply interactions that are not real.
4. Add text overlays only where they help. Position them so they do not block key UI elements.
5. Choose a strong poster frame in case users disable autoplay. The poster frame is what displays before the video plays.
6. Upload and review the preview in App Store Connect before final submission. The preview playback in App Store Connect is the most accurate representation of how it will appear in the store.

If you need a static companion workflow for screenshots and framed listing visuals, use iPhone Mockup for App Store Listings: Simple 2026 Guide.

Technical specifications

Use Apple's app preview specifications for the current required resolutions. The specifications vary by device display class.

General technical rules:

• Minimum duration: 15 seconds
• Maximum duration: 30 seconds
• Maximum file size: 500 MB
• Format: H.264 video, AAC audio if included
• Portrait or landscape: match the orientation your app is designed for

Always verify specifications in the official Apple documentation before each submission cycle. Requirements can change with new iOS releases or device additions.

Common mistakes

Watch for these:

1. Treating the preview like a generic social ad. The App Store preview needs to show actual app footage, not lifestyle shots or conceptual graphics.
2. Showing hands, devices, or footage outside the app. Apple requires that all preview content is captured from inside the app. External footage will cause a rejection.
3. Relying on audio to explain the product. The preview autoplays muted. If your entire message depends on a voiceover, most users will miss it.
4. Making the video shorter than 15 seconds or longer than 30 seconds. Both are rejections. Apple enforces this strictly.
5. Forgetting that preview updates require a new version after approval. You cannot change the preview without submitting a new app version for review.
6. Using a weak poster frame. If autoplay is disabled, the poster frame is all the user sees. Choose a frame that clearly represents the app.
7. Showing features that require payment without disclosing it. If a feature shown in the preview requires a subscription or in-app purchase, Apple wants that disclosed.
8. Complex transitions that imply smooth flows that do not exist. Keep transitions simple. A jump cut is honest. A glossy animated transition between screens can imply an interaction that is not there.

Where 60fps Mockup fits

60fps Mockup is useful when you want to frame your app recording inside a device mockup before using it as the basis for static listing assets (screenshots, press kit visuals). For the App Store preview video itself, the core requirement is clean in-app footage, which you capture directly from the device.

60fps Mockup

Snapshot:

• Best for: teams turning iPhone recordings into clean App Store-ready static visuals and framed video exports
• Strong point: focused workflow for framing and polishing source footage before export, image and video from the same recording
• Watch for: Apple app preview rules still control timing, footage type, and final submission details. The preview itself must show raw in-app footage per Apple guidelines.

If you are choosing the wider App Store visual workflow, use App Store Screenshot Generator: What to Use in 2026.

15 minute submission check

Use this before upload:

1. Confirm the final duration is between 15 and 30 seconds.
2. Confirm the video shows only in-app footage.
3. Watch the full preview with sound off and check that it makes sense.
4. Check that any text overlays stay on screen long enough to read.
5. Pick a poster frame that clearly explains the app if autoplay is off.
6. Verify file size is under 500 MB.
7. Confirm the video resolution matches the required specification for your device class.

Then verify the current rules again in App preview specifications and Upload app previews and screenshots.

Decision checklist

1. Is this asset really an App Store preview and not a generic launch video?
2. Can the core value be understood with muted autoplay?
3. Does the preview stay fully inside the app experience?
4. Are we using the first five seconds to do the hardest communication work?
5. Do we have the right device size, language, and poster frame selected?
6. Have we disclosed any features that require payment?
7. Does the video make sense at small preview size, not just full screen?

FAQ

How long should an App Store preview video be?

Apple currently requires app previews to be at least 15 seconds and no more than 30 seconds.

Can an App Store preview video include hands or device footage?

No. Apple says app previews must show only content from inside the app itself. Footage of hands holding devices, external environments, or anything outside the app UI will cause a rejection.

Do App Store preview videos play with sound?

They autoplay muted by default. Users can enable sound, but you should design the preview to communicate fully without audio.

How many app previews can I submit?

Up to three app previews per supported language.

Do I need an app preview video?

No. Screenshots are required but app preview videos are optional. However, previews appear before screenshots on product pages and in search results, so they are worth including when you have clean in-app footage available.

Can I update the app preview without a new app submission?

No. Updating an app preview requires submitting a new app version for review. Plan preview updates alongside feature releases rather than as standalone submissions.

What happens if my preview gets rejected?

You will receive feedback from Apple explaining the reason. Common reasons include footage outside the app, incorrect duration, or undisclosed paid features. Fix the issue, re-export, and resubmit with the corrected version.

Final summary

• Follow Apple rules before editing style.
• Keep the preview short, clear, and muted-friendly.
• Lead with the core value in the first five seconds.
• Use one repeatable workflow from device recording to final submission.