App Store Screenshot Mockups That Convert

If your app store listing is not converting, the problem is rarely your app. It is almost always your app store screenshots. These are the first thing a shopper sees after your icon, and most people decide to tap "Get" or scroll away based on the first two or three images alone. Good screenshots sell the value; flat, raw captures leave it on the table.

This guide is for indie developers, product marketers, and founders who want a store listing that earns installs. I will cover the exact size rules for the Apple App Store and Google Play, caption layouts that read in a half second, and the conversion tips that move the needle. We will use mockups the smart way, so your screens look like a real product instead of a loose image.

What you will learn

• The current size and format rules for App Store and Play Store screenshots.
• How to design caption layouts that communicate value fast.
• Conversion tips backed by how the stores actually display images.
• A simple workflow to make framed, on-brand screenshots in minutes.

Why app store screenshots decide the install

On both stores, the screenshot gallery sits near the top of your product page, right under the title and ratings. On a phone, only the first one or two images are visible before any scroll. That tiny strip of pixels is your storefront window.

Apple even lets your first three portrait screenshots appear directly in search results on the App Store. That means a person can see your visuals before they ever open your page. If those three frames are weak, you lose the tap. If they are sharp and clear, you win attention before a competitor does.

The takeaway is simple. Treat the first three screenshots as an ad, not as documentation. Lead with your single strongest benefit, show it inside a clean device frame, and add a short caption that a tired commuter can read in one glance.

App Store and Play Store size requirements

Both stores accept a range of sizes, but each has a required reference size that everything else scales from. Apple asks for screenshots that match the resolution of specific iPhone and iPad displays. Google Play is more flexible on dimensions but enforces aspect ratio and file limits.

The table below lists the headline numbers you need. Always confirm against the official docs before a launch, since Apple updates required sizes when new hardware ships.

Store and device	Recommended pixel size	Aspect	Count and format
App Store, 6.9" iPhone (portrait)	1290 x 2796	~9:19.5	Up to 10, PNG or JPG
App Store, 6.5" iPhone (portrait)	1242 x 2688	~9:19.5	Up to 10, PNG or JPG
App Store, 12.9" iPad Pro (portrait)	2048 x 2732	~3:4	Up to 10, PNG or JPG
Google Play, phone	1080 x 1920 (min 320 px side)	9:16 or 16:9	2 to 8, PNG or JPG, max 8 MB each
Google Play, 7" tablet	1200 x 1920 typical	flexible	Up to 8, PNG or JPG
Google Play, feature graphic	1024 x 500	~2:1	1 required, PNG or JPG

Apple notes that you can upload one set sized for the largest supported iPhone and it will scale that set down for smaller devices, which saves a lot of export time. Read the current rules in the Apple App Store Connect screenshot specifications and the Google Play graphic asset guidelines before you finalize a set.

A quick note on safe areas

Phones have rounded corners and a camera cutout. If you drop important text near the very top or the screen edges, a device frame or the store UI can clip it. Keep captions and key icons inside a safe margin of roughly 10 percent from each edge. This is where a mockup helps, because it shows you exactly where the real bezel sits.

Caption layouts that convert

A screenshot is a caption plus a framed screen. The caption is the part most teams get wrong. They either skip it or write a feature name that means nothing to a new user. Your caption should name a benefit in plain words, like "Track every habit in one tap" rather than "Habit module."

There are three caption layouts that work across almost every category. The diagram below shows them side by side so you can pick the one that fits your story.

Caption above the device

Put a short headline at the top, then the framed screen below. This gives the words room to breathe and works well when you have one clear benefit per slide. Use a large, high contrast type so it reads at thumbnail size.

Caption overlaid on the device

Place a bold claim directly over part of the screen inside a colored band. This is space efficient and great for apps with busy interfaces. Keep the band away from the cutout and corners so nothing clips.

Split panel

Split the frame so copy sits on one side and the device on the other. This layout tells a story across a sequence, where each slide advances one step of the user journey. It is popular with onboarding and fintech apps.

Conversion tips that actually move installs

Once your sizes and layouts are right, the wins come from sequencing and clarity. Here is the short list I follow on every launch.

• Lead with the outcome. Slide one should show the result a user wants, not your settings screen. Show the finished playlist, the saved money, the cleaned inbox.
• One idea per slide. If a viewer cannot name the point in two seconds, the slide is doing too much.
• Use real text, not lorem ipsum. Believable content builds trust. Empty states look unfinished.
• Mind the thumbnail. Captions must survive being shrunk in search. Test your set at small size before you ship.
• Localize for big markets. Translated captions lift conversion in non English regions far more than you expect.
• Keep brand color consistent. A shared background tint across all slides reads as one polished system.

For deeper context on presenting screens to stakeholders, see our guide on how to present app design to clients, which uses many of the same framing ideas.

A simple workflow to build a converting set

You do not need a 3D suite to make great store images. The fastest path is to capture a clean screen, drop it into a device frame, add a caption, and export at the right size. Here is the step by step I use.

1. Capture each key screen at full resolution from a simulator or device.
2. Wrap each capture in a phone frame so it reads as a real product. A 2D frame keeps text crisp.
3. Set a single background color or soft gradient that matches your brand.
4. Add a short benefit caption using the layout that fits your story.
5. Export at the store reference size at 2x or 3x so it stays sharp on retina displays.

In Zepixo you can do all of this in the Mockups workspace. Drop a screenshot, pick a 2D phone frame, set the background and lighting, then export at 2x or 3x for crisp store assets. The 3x export keeps captions readable even on the largest displays.

Ready to build a listing that converts? Open Zepixo and turn a raw screenshot into a framed, caption ready app store screenshot in a couple of minutes.

Frequently asked questions

How many app store screenshots should I upload?

Upload the maximum your story needs, up to 10 on the App Store and up to 8 on Google Play. Front load your best three, since those are the ones most users actually see in search and above the fold.

What size should App Store screenshots be?

Target the largest supported iPhone, currently 1290 x 2796 for the 6.9 inch display, and Apple will scale that set down for smaller devices. For iPad, use 2048 x 2732. Always confirm in App Store Connect before submitting.

Can I reuse the same screenshots for iPhone and iPad?

No. The aspect ratios differ, so a phone image stretched to a tablet looks wrong. Design a separate set for tablet, or at least reframe the device and reflow the captions for the wider canvas.

Do captions really affect conversion?

Yes. A clear benefit caption helps a new user understand value in seconds, which is often the difference between a tap and a scroll. Feature names without context tend to underperform plain benefit language.

Should the first screenshot show the app or a marketing claim?

Show both. The strongest first slides pair a bold benefit headline with a framed screen that proves it. Pure marketing with no UI can feel like a stock ad, and pure UI with no caption can feel like a manual.

What format should I export, PNG or JPG?

Both stores accept PNG and JPG. Use PNG for crisp UI and text, and JPG only if you must shrink file size. Keep each Play Store image under the 8 MB limit.

Nail these basics and your listing will start earning the installs your app deserves. Have fun shipping it.