The Complete Guide to Creating App Store Preview Videos in 2026

What Are App Store Preview Videos?

App Store preview videos are short video clips displayed at the top of your App Store product page. They auto-play (muted) as users scroll through search results and your listing, giving potential customers a live look at your app before they tap "Get." Apple allows up to three preview videos per localization, and they appear before your screenshots in the media gallery.

Think of them as a 15-to-30-second elevator pitch rendered in pixels. Unlike screenshots, previews can communicate flow, animation quality, and real-time interaction patterns that static images simply cannot convey.

Why Preview Videos Matter for Conversions

Multiple case studies from indie developers and large studios alike have shown that adding even a single well-crafted preview video can increase App Store conversion rates by 20 to 35 percent. The reason is straightforward: video removes uncertainty. A user who watches your app in action already has a mental model of what to expect, which lowers the friction between browsing and downloading.

Preview videos also improve your listing's visual weight in search results. On iOS, the first preview auto-plays silently in the search card, which draws significantly more attention than a static screenshot beside competing listings that lack video.

Apple's Official Specifications

Before you record a single frame, you need to understand Apple's strict requirements. Videos that do not meet these specs will be rejected during App Store Connect upload. Here is the full breakdown for 2026.

Resolution Requirements by Device

General Video Requirements

The most common rejection reason is submitting a video at the wrong resolution. Apple expects pixel-perfect dimensions — no scaling, no padding. If your app targets both iPhone and iPad, you will need separate preview videos for each device class.

Recording Methods Compared

There are several ways to capture footage for your App Store preview. Each has trade-offs around quality, convenience, and flexibility.

Xcode Simulator Recording

The iOS Simulator bundled with Xcode can record video directly via xcrun simctl io booted recordVideo output.mov. This is free, requires no physical device, and gives you exact pixel dimensions that match App Store requirements.

The downsides: simulator performance does not always reflect real-device frame rates, GPU-heavy animations may stutter, and you cannot capture haptic feedback interactions or real camera input. The recording also starts and stops with visible lag, meaning you will need to trim the first and last few seconds.

QuickTime Player via USB

Connect a physical iPhone or iPad to your Mac, open QuickTime Player, and choose File → New Movie Recording, then select your device as the input. This captures at the native device resolution and looks exactly like the real user experience.

The catch is that QuickTime records at the device's native frame rate (usually 60 fps), which you will need to transcode down to 30 fps. You also get a raw recording without any device frame, so the video looks like a bare screen with no context.

Third-Party Tools

Tools like SmoothCapture, Rotato, and Screen Studio offer higher-level workflows. They let you record your screen or import raw footage and then add device frames, transitions, and professional polish — all without opening a video editor.

The advantage of a purpose-built tool is that it handles the spec compliance for you. SmoothCapture, for example, includes App Store preview export presets that automatically output files at the correct resolution, frame rate, and codec for each device type.

Why Device Frames Matter

A bare screen recording — even at the right resolution — looks flat and generic. It could be any app on any phone. When you wrap that same recording in a realistic device frame, the viewer's brain immediately registers it as "this is a real iPhone app," and that context dramatically increases perceived quality.

Device frames serve several purposes in preview videos:

• Visual anchoring. The device frame tells the viewer exactly which platform and device they are looking at, reducing cognitive load.
• Professional polish. Marketing teams at Apple, Google, and every major app studio use device frames in their promotional materials. Using them signals that your app is production-quality.
• Composition flexibility. With a framed device, you can place it on a background, rotate it slightly for visual interest, or show multiple devices side by side.
• Brand consistency. If you use device frames in your website hero section, social media posts, and pitch decks, using them in your App Store listing creates a unified visual language.

SmoothCapture provides photorealistic 3D device frames for every current iPhone, iPad, Mac, and Apple Watch model. These are not flat mockups — they are rendered 3D models with accurate reflections and shadows that make your preview video look like it was produced by a professional studio.

For a deeper walkthrough on adding device frames, see our guide on how to add device frames to your screen recordings.

Step-by-Step: Creating App Store Previews with SmoothCapture

Here is the complete workflow from raw screen recording to an App Store-ready preview video.

Step 1: Record Your App

Open your app in the iOS Simulator or connect a physical device via USB. In SmoothCapture, select the recording source — the app will detect available simulators and connected devices automatically.

Before you hit record, plan your demo script. You have at most 30 seconds, so focus on your app's single strongest feature or a tight walkthrough of the core user flow. Write down the exact taps and swipes you will perform so the recording is smooth and intentional.

Click Record and walk through your script. Do not worry about being perfect — you can trim and edit in the next steps. Record a few extra seconds at the beginning and end to give yourself room to cut.

Step 2: Add a 3D Device Frame

Once the recording is captured, SmoothCapture opens the editing timeline. From the Device Frame panel, choose the device model that matches your target App Store listing — for example, "iPhone 15 Pro Max" for the 6.7-inch slot.

The 3D frame wraps around your recording in real time. You can adjust the frame angle, background color, and shadow intensity. For App Store previews, a straight-on view with a subtle shadow on a dark background works best because it keeps the focus on your app content.

Step 3: Edit the Timeline

Trim the recording to between 15 and 30 seconds. Pay special attention to the first frame — this is the poster frame that displays as a thumbnail before the video plays. Choose an opening frame that clearly communicates what your app does.

Use SmoothCapture's timeline to cut dead time, remove hesitation pauses, and tighten transitions. You can also add text overlays to highlight key features ("Sync across all devices," "Works offline," etc.), though keep text minimal — the video itself should do the talking.

Step 4: Export with the Correct Specs

This is where most developers get tripped up with manual workflows. SmoothCapture's App Store Preview export presets handle everything automatically:

• Select the target device (e.g., "iPhone 6.7-inch").
• The exporter sets the resolution to 1290 × 2796 (portrait) automatically.
• Codec is set to H.264 at 30 fps.
• Audio is passed through as AAC or can be stripped entirely.
• The output file is a compliant .mov ready to upload to App Store Connect.

If your app supports multiple device sizes, repeat the export for each target device. SmoothCapture remembers your timeline edits so you only need to switch the export preset — you do not have to re-edit the video for each size.

Step 5: Upload to App Store Connect

In App Store Connect, navigate to your app → App Store tab → select the target device size under "App Preview and Screenshots." Drag and drop your exported .mov file into the preview slot. Apple will process the video and show a preview within a few minutes.

Remember to set the poster frame (the still image shown before the video plays). Choose the most visually compelling frame from your video — ideally one that shows your app's primary interface or a key feature.

Common Mistakes to Avoid

After helping thousands of developers create preview videos, we have seen the same mistakes come up repeatedly. Here are the pitfalls to watch out for.

Wrong Resolution

This is by far the most common rejection reason. If you record at 1920 × 1080 and try to upload it as a 6.7-inch iPhone preview, App Store Connect will reject it outright. Always verify your export resolution matches the exact pixel dimensions listed in Apple's specification table above.

Video Too Long or Too Short

The hard limits are 15 seconds minimum and 30 seconds maximum. Aim for 20 to 25 seconds as the sweet spot — long enough to show your app's value, short enough to hold attention. Videos under 15 seconds will be rejected, and anything over 30 seconds will be truncated.

No Device Frame

While Apple does not require device frames, a bare recording floating in the preview gallery looks unprofessional compared to competitors who wrap their footage in device mockups. This is an easy win that too many developers skip.

Bad First Frame (Poster Frame)

The poster frame is the static thumbnail shown before the video auto-plays. If your first frame is a loading screen, a blank state, or a splash screen with just your logo, you are wasting the most important moment of the preview. Start with your app already loaded and showing its primary interface.

Including Status Bar Content That Changes

Apple may reject videos that show specific carrier names, low battery indicators, or notification badges in the status bar. If you record from a simulator, the status bar is standardized. If you record from a device, consider cropping or masking the status bar area.

No Audio Strategy

Preview videos auto-play muted, so your video must work without sound. If you add background music or voiceover, make sure the video is equally compelling on mute. Many developers add subtle text callouts that reinforce what the viewer sees, ensuring the message lands regardless of audio state.

Export Settings Checklist

Use this quick-reference table when exporting your final preview videos. Bookmark this page and come back to it every time you submit a new version.

Additional checklist items:

• Audio codec: AAC at 256 kbps (or no audio track at all).
• Color space: sRGB or Display P3.
• Maximum file size: 500 MB (aim for under 100 MB for faster uploads).
• Poster frame set to the most visually compelling moment.
• No visible personal information, test data, or placeholder content in the recording.
• Status bar shows a clean, standardized appearance (no low battery, no carrier name).

Wrapping Up

Creating App Store preview videos does not have to be complicated. The key is understanding Apple's specifications upfront, recording clean footage of your app's best features, and using the right tools to export compliant files.

If you want to skip the manual transcoding, resolution guessing, and device frame design work, SmoothCapture's App Store Preview feature handles the entire pipeline from recording to export. Record your app, pick a 3D device frame, edit the timeline, and export with a single click — the output is guaranteed to meet Apple's specs.

For more tips on enhancing your app marketing materials, check out our guide on adding device frames to screen recordings and explore the full set of 3D device frames available in SmoothCapture.