Instead of seeing just the raw screen content, viewers see the screen within the context of a physical device. Device frames are standard practice in app marketing, App Store listings, social media promotion, and investor presentations. They transform basic screen recordings into polished, professional assets.
Why Device Frames Matter
Consider two videos: one is a raw screen recording, and the other shows the same content inside an iPhone frame. The second video immediately communicates context—this is an iOS app, running on this specific device, at this orientation.
Device frames provide:
- Context: Viewers instantly understand they're looking at a mobile app, not a website or desktop software.
- Professionalism: Frames signal that the developer cares about presentation and quality.
- Trust: Seeing the app in a recognizable device reassures users it's a real, functional product.
- Visual appeal: Frames add visual interest, making the video more engaging than flat screen content.
- Market standard: Competitors use device frames. Without them, your marketing looks amateur by comparison.
Types of Device Frames
2D Flat Frames
Simple, top-down view of the device. Most common for app demos and App Store previews. Clean and professional.
3D Angled Frames
Device shown at an angle for visual interest. Popular for marketing materials and website hero images. More dynamic but can be harder to read.
3D Animated Frames
Device rotates or moves during the video. Used for premium marketing content. Requires motion graphics skills or specialized tools like Rotato.
For most developers, 2D flat frames are the right choice—they're professional, easy to create, and appropriate for App Store previews and social media.
Adding Device Frames to Videos
The technical process depends on your tools:
With specialized app demo tools (Matte): Record your app, select a frame from the library, export. The tool handles positioning, sizing, and compositing automatically. Takes seconds.
With video editors (Final Cut, Premiere): Import your recording and a device frame image with transparency. Position the recording as a layer behind the frame. Manually adjust size and position. More control but more work.
With motion graphics tools (After Effects): Similar to video editors but with more animation options. Typically used for 3D animated frames or complex marketing content.
Keeping Frames Current
Apple releases new iPhone and iPad models annually. Using outdated device frames (iPhone X frame when iPhone 15 is current) makes your app look dated or abandoned.
Best practices:
- Update frames when you update App Store screenshots
- Use current-generation or previous-generation devices
- Update marketing materials at least annually
- Tools that update their frame libraries automatically (like Matte) save you from managing this yourself
Frame Color Choices
Modern iPhones come in multiple colors. Which should you use?
- Match your app's aesthetic: Dark apps often look best in Space Black frames. Light apps may suit Silver.
- Neutral choices: Space Black is popular because it doesn't compete with screen content.
- Consistency: Use the same device color across all your marketing for cohesive branding.
Don't overthink it—any current-generation frame in a neutral color works well.