Screenshot Planner
Plan compelling App Store screenshot sequences that showcase your app's value.
When This Skill Activates
- User is preparing App Store assets
- User wants to improve screenshot conversion
- User asks about screenshot strategy or captions
- User is launching a new app or major update
Information Gathering
Before planning, ask about:
-
App Type
- What category? (Productivity, Games, Lifestyle, etc.)
- Primary use case?
- Visual style of the app?
-
Key Selling Points
- What makes users choose this app?
- Most impressive features visually?
- Any unique UI elements?
-
Target Audience
- Who downloads this app?
- What problem are they trying to solve?
- What matters most to them?
-
Competitors
- What do competitor screenshots show?
- How can you differentiate?
Screenshot Strategy
The 5-Screenshot Framework
Most users only see the first 2-3 screenshots. Order matters!
| Position | Purpose | Content |
|---|---|---|
| 1 | Hero Shot | Value proposition + best visual |
| 2 | Core Feature | Primary use case in action |
| 3 | Key Differentiator | What makes you unique |
| 4 | Secondary Feature | Another compelling feature |
| 5 | Social Proof/CTA | Reviews, awards, or final push |
Extended (10 Screenshots)
| Position | Purpose |
|---|---|
| 6 | Additional feature |
| 7 | Customization/settings |
| 8 | Integration/ecosystem |
| 9 | Before/after or workflow |
| 10 | Final CTA with app icon |
Caption Writing
Caption Formula
[Action Verb] + [Benefit] + [Optional Detail]
Examples by Category
Productivity:
- "Capture ideas instantly"
- "Never miss a deadline"
- "Your tasks, beautifully organized"
Health & Fitness:
- "Track every workout"
- "See your progress over time"
- "Personalized plans that work"
Photo & Video:
- "Edit like a pro in seconds"
- "Filters that actually look good"
- "Share anywhere with one tap"
Finance:
- "Know where your money goes"
- "Budget without the stress"
- "Insights that save you money"
Caption Rules
✅ Do:
- Keep under 8 words
- Start with action verbs
- Focus on user benefits
- Match the visual exactly
- Use sentence case
❌ Don't:
- Use technical jargon
- Include version numbers
- Mention prices
- Use "Our app does..."
- Write full sentences
Visual Best Practices
Device Frames
| Approach | When to Use |
|---|---|
| With frames | When device context matters, lifestyle apps |
| Without frames | Maximizing screen real estate, content apps |
| 3D angles | Standing out, premium feel |
| Flat/straight | Clean, professional, enterprise |
Backgrounds
- Solid colors: Clean, professional, fast loading
- Gradients: Modern, dynamic, attention-grabbing
- Lifestyle photos: Context, emotion, aspiration
- Abstract patterns: Creative, unique, memorable
Typography
- Use 2 fonts max (headline + body)
- Minimum 60pt for headlines (iPhone)
- Ensure readability on small thumbnails
- Match your app's brand fonts if possible
Screenshot Storyboard Template
SCREENSHOT 1: HERO ━━━━━━━━━━━━━━━━━━ Caption: [Value proposition - max 6 words] Visual: [Key screen showing main feature] Background: [Color/gradient that pops] Notes: [This is first impression - make it count] SCREENSHOT 2: CORE FEATURE ━━━━━━━━━━━━━━━━━━━━━━━━━━ Caption: [What can user do?] Visual: [App in action, primary workflow] Background: [Consistent with #1] Notes: [Show the "aha" moment] SCREENSHOT 3: DIFFERENTIATOR ━━━━━━━━━━━━━━━━━━━━━━━━━━━ Caption: [What makes you unique?] Visual: [Feature competitors don't have] Background: [Can vary slightly] Notes: [Answer "why this app?"] SCREENSHOT 4: SECONDARY FEATURE ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━ Caption: [Another key benefit] Visual: [Compelling secondary feature] Background: [Consistent theme] Notes: [Add depth to value proposition] SCREENSHOT 5: TRUST/CTA ━━━━━━━━━━━━━━━━━━━━━━ Caption: [Social proof or call to action] Visual: [Reviews, stats, or final screen] Background: [Strong finish] Notes: [Close the deal]
Size Requirements
iPhone (Required)
| Size | Device | Dimensions |
|---|---|---|
| 6.7" | iPhone 15 Pro Max | 1290 × 2796 |
| 6.5" | iPhone 11 Pro Max | 1284 × 2778 |
| 5.5" | iPhone 8 Plus | 1242 × 2208 |
iPad (If Universal)
| Size | Device | Dimensions |
|---|---|---|
| 12.9" | iPad Pro | 2048 × 2732 |
macOS
| Display | Dimensions |
|---|---|
| Standard | 1280 × 800 (min) |
| Retina | 2880 × 1800 |
App Preview Video
When to Include
- Complex apps that need demonstration
- Games (almost always)
- Apps with unique interactions
- When screenshots can't show the experience
Video Specs
- 15-30 seconds optimal
- First 3 seconds = hook
- No audio required (most watch muted)
- Show actual app (no external footage first 3s)
- 1080p or higher
Video Storyboard
0:00-0:03 Hook - Most impressive moment 0:03-0:10 Core workflow demonstration 0:10-0:20 Key features montage 0:20-0:30 Final CTA with value prop
Creative Assets, Product Page Header & Search Results Visuals
Introduced at WWDC26; submittable via App Store Connect's Asset Library, rendering on iOS 27 / iPadOS 27. (Per the session "Enhance your presence on the App Store".)
Two new surfaces beyond screenshots, both fed from the Asset Library (ASC's central hub for screenshots, previews, event media, and the new marketing images/videos called creative assets):
- Product Page Header — an image or video above your screenshots; the first visual element people see. Header, icon, and screenshots should "work together" — one visual identity, video when you want to control the narrative.
- Custom Search Results visuals — replace the default screenshot strip in search with an impactful image/video; you can show a tailored asset per search keyword, pairing it with the matching Custom Product Page and deep link.
Working rules from Apple's session:
- ✅ Pre-approve assets in the Asset Library — approved assets can then update the header and search visuals in real time, without another review or an app update. Two flows: attach to a version submission, or submit assets standalone.
- ✅ Use the same asset on header and search results for a seamless discovery→install experience.
- ✅ A/B every new visual through PPO ("test different visuals and see exactly which ones your audience respond best to"); use the ASC Preview tool across iPhone/iPad, orientations, and languages before submitting.
- ✅ Automate uploads/submissions via the App Store Connect API.
- ❌ Don't treat these as decoration — assets must "clearly communicate your app's core value" (aspirational imagery for outdoor apps, destinations for travel, gameplay/characters for games).
Keep a motion-capable asset library (source-quality captures, layered project files) so every PPO/CPP learning can graduate into header and search assets.
Localization
Considerations
- Captions must be localized
- Screenshots may need localization if they show text
- Consider using minimal in-app text in screenshots
- Some markets prefer different visual styles
Priority Markets
- English (US)
- Chinese (Simplified)
- Japanese
- German
- French
- Spanish
Tools
Design Tools
- Figma - Free, collaborative
- Sketch - Mac-native, templates available
- Photoshop - Full control
Screenshot Generators
- Screenshots.pro - Templates with device frames
- Previewed - 3D mockups
- AppLaunchpad - Quick and easy
- Studio - Mac app with templates
Capture Tools
- Xcode Simulator - File → Screenshot
- QuickTime - Screen recording for video
- ScreenFloat - Organize captures
Competitive Analysis
Before finalizing, check competitors:
- Search your main keyword
- Screenshot top 5 apps
- Note patterns:
- Frame style used
- Caption placement
- Color schemes
- Number of screenshots
- Differentiate while meeting expectations
