LocalASOASO glossary
App preview (App Store video)
An app preview is a short video on your App Store product page that shows how your app works. It is made from screen captures of the app itself and plays automatically, muted, when someone views the page.
Updated
Apple's rules
| Item | Rule |
|---|---|
| Count | Up to three per supported device size and language |
| Length | 15 to 30 seconds |
| File size | Up to 500 MB |
| Formats | .mov, .m4v or .mp4 (H.264); .mov for ProRes 422 (HQ) only |
| Frame rate | Maximum 30 fps |
| Content | Video screen captures of the app itself, with optional narration and overlays (Guideline 2.3.4) |
Why it matters
Because previews autoplay muted, the first seconds must make sense without sound. Show the core action immediately and add captions where words matter. In search results, a preview can take the place of screenshots: Apple states that the first one to three screenshots appear when no preview is available.
Example
A hypothetical habit tracker could open its 20-second preview on a finished checklist with a widget tapping off a habit, then show the streak counter, and end on the app icon. There is no spoken intro, so nothing is lost when muted.
Common mistakes
- Using actors or live footage, which the guideline does not allow.
- Spending the first five seconds on a logo.
- Uploading one preview and forgetting that previews are per localization, so translated overlays need their own upload.
Next step
Judge whether a preview helps by running a test with product page optimization and tracking the result as conversion rate. Other limits are in the metadata limits reference.
Time-limited In-App Events can also appear in search results.
Sources
- Apple: developer.apple.com/help/app-store-connect/reference/app-preview-specifications (checked November 1, 2026)
- Apple: developer.apple.com/app-store/review/guidelines/#accurate-metadata (checked November 1, 2026)
- Apple: developer.apple.com/app-store/product-page (checked November 1, 2026)
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