How to Make App Store Preview Videos in 2026

Why Preview Videos Matter More Than Ever

App Store preview videos auto-play in search results. That means your video is often the very first impression a potential user gets — before they even see your screenshots or read your description. Apps with preview videos see 20-35% higher conversion rates compared to apps with only screenshots.

Yet most indie developers skip them entirely. Why? Because the process feels intimidating: weird resolution requirements, strict duration limits, codec gotchas, and the fear that your video will look amateurish. This guide fixes that.

App Store Preview Video Requirements (2026)

Apple is very specific about what they accept. Get any of these wrong and App Store Connect will reject your upload silently — no error message, just a spinner that never finishes. Here's every spec you need:

iPhone

iPad

Universal Requirements

• Duration: 15–30 seconds (this is a hard limit)
• Format: H.264 or HEVC in .mov or .mp4
• Frame rate: 30 fps (Apple prefers this; 60 fps works but gets re-encoded)
• Audio: Optional but recommended — AAC, stereo or mono
• Up to 3 previews per localization per device size

Step 1: Plan What to Show

You have 30 seconds max. That's not a lot. Most successful preview videos follow this structure:

1. Hook (0-5s): Show your app's single best feature or most impressive moment. You need to grab attention before they scroll past.
2. Core flow (5-20s): Walk through 2-3 key features. Don't try to show everything — pick the things that make someone think "I need this."
3. Closing (20-30s): End with your app name/icon and a clear value proposition. A text overlay like "Try free" or "Download now" works well.

Write a loose script before you record. Even just bullet points help. Recording without a plan leads to rambling 45-second takes that you'll have to cut down.

Step 2: Record Your App

You have a few options depending on your platform:

For iOS Apps

Option A: iOS Simulator recording. This is the most common approach. Run your app in the Simulator, then record. The advantage is you can use a mouse (easier to demo precisely) and you're already at the right resolution.

The built-in method is xcrun simctl io booted recordVideo output.mp4, but it captures the full Simulator chrome and you'll need to crop. You also won't get cursor/touch indicators.

Option B: Record from a real device. Connect via USB and use QuickTime Player's "New Movie Recording" with your iPhone as the source. This captures the actual device output at native resolution. Good if your app uses hardware features (camera, sensors) that the Simulator can't replicate.

For macOS Apps

Use macOS's built-in screen recording (⌘⇧5) or a dedicated tool. The key requirement: record at the exact resolution App Store Connect expects. For Mac apps, that's 1920×1080 or 3840×2160.

Step 3: Edit and Polish

Raw screen recordings look raw. Here's what separates amateur preview videos from professional ones:

• Device frames: Wrapping your recording in an iPhone or Mac frame instantly makes it look polished. It also solves the "floating screen" problem where a bare recording looks disconnected from reality.
• Text overlays: Add brief captions that explain what's happening. Not everyone watches with sound, and text reinforces your message.
• Transitions: Simple cuts between scenes work best. Avoid flashy transitions — they look dated and waste your 30 seconds.
• Background music: A subtle, upbeat track makes the video feel complete. Keep it quiet enough that it doesn't overpower any UI sounds.
• Trim dead time: Cut any moment where nothing is happening. Loading screens, typing pauses, navigation to settings — all of it goes.

Step 4: Export at the Right Specs

This is where most developers trip up. Your export settings need to match exactly:

• Resolution must be pixel-perfect for the target device
• H.264 codec (High profile) or HEVC
• 30 fps recommended
• Duration between 15 and 30 seconds — not 14.9s, not 30.1s
• .mov or .mp4 container

If you're using Final Cut or Premiere, you'll need to create a custom export preset for each device size. This is tedious and error-prone.

Step 5: Upload to App Store Connect

In App Store Connect, go to your app → your version → the "App Preview and Screenshots" section. Drag your videos into the correct device size slots.

A few things to know:

• Processing takes 5-15 minutes. Don't panic if the thumbnail looks wrong at first.
• You can set a poster frame — the thumbnail shown before the video plays. Pick the most compelling frame.
• Videos are reviewed as part of the app review process. Apple will reject videos that show content outside your app (like navigating through Settings or the home screen).
• You can have up to 3 preview videos per localization. Use them. Different videos can highlight different features.

Common Mistakes to Avoid

1. Wrong Resolution

The #1 reason preview video uploads fail. If your video is even 1 pixel off, App Store Connect won't accept it. Always verify your export resolution before uploading.

2. Too Long or Too Short

Must be between 15 and 30 seconds. If you're at 31 seconds, cut something. If you're at 14 seconds, add a slightly longer intro or slower pacing.

3. Showing Non-App Content

Apple rejects previews that show the iOS home screen, Settings app, or other apps. Your video should only show your app's UI.

4. No Sound Design

A silent video feels incomplete. Even if you don't add music, include your app's UI sounds or a simple background track.

5. Trying to Show Everything

Pick 2-3 features. That's it. A focused video that shows your best features well beats a rushed video that crams in every screen.

6. Ignoring the First 3 Seconds

The preview auto-plays in search results. If the first 3 seconds are boring (splash screen, loading, login), no one watches the rest.

The Fastest Workflow: Simulator → Matte → App Store

Here's the workflow we recommend — it takes about 15 minutes per device size:

1. Open your app in the iOS Simulator at the target device size
2. Record with Matte — it captures the Simulator directly, with touch indicators and cursor support
3. Edit in Matte's timeline — trim, add text overlays, apply a device frame, add background music
4. Export with the App Store preset — select "iPhone 16 Pro Max" (or whatever device) and hit export. Resolution, codec, duration validation — all handled.
5. Upload to App Store Connect — drag and drop

No Final Cut. No After Effects. No Googling resolution tables. Just record, polish, export.

FAQ

Do I need a preview video for every device size?

No. Provide one for the largest device in each family and App Store Connect will scale it down. For iPhones, that means one 6.9" video covers everything.

Can I use the same video for all localizations?

Yes, unless your app has language-specific UI. If your app is English-only, one set of videos covers all storefronts.

Should I add voiceover narration?

Usually no. Text overlays + music work better because they're language-independent and don't need localization. Voiceover also makes re-recording for UI changes much harder.

What's the ideal length?

20-25 seconds is the sweet spot. Long enough to show your app's value, short enough to hold attention.