Apple’s App Store preview video requirements seem straightforward until you actually try to submit one. Your beautifully crafted demo gets rejected for reasons that weren’t obvious from their guidelines, or worse - you spend hours creating content only to discover it doesn’t meet their technical specifications.
Understanding these requirements upfront can save you significant time and frustration. Apple has specific rules about everything from video dimensions to content restrictions, and getting it wrong means starting over.
Technical Specifications That Matter
Apple’s technical requirements are non-negotiable. Your preview video must be exactly 15-30 seconds long - not 31 seconds, not 14 seconds. The platform is strict about this timing.
For dimensions, you need device-specific resolutions:
- iPhone 6.7”: 1290×2796 pixels
- iPhone 6.5”: 1242×2688 pixels
- iPhone 5.5”: 1242×2208 pixels
- iPad Pro 12.9”: 2048×2732 pixels
The video format must be .mov, .m4v, or .mp4 with H.264 encoding. Audio is optional but recommended - if you include it, use AAC audio at 256 kbps.
File size cannot exceed 500MB, though most properly encoded videos will be much smaller than this limit.
Content Rules You Can’t Break
Apple’s content guidelines for preview videos are stricter than their general app guidelines. Your video must show actual app functionality - no marketing fluff, animated logos, or feature lists.
You cannot include:
- Pricing information or promotional offers
- Text like “Download Now” or “Get the App”
- References to other platforms or competitors
- Content from other apps or websites
- Apple device frames or bezels around your screen recording
The video must demonstrate your app’s core functionality within the first few seconds. Apple reviewers watch these quickly, so front-load your most important features.
Recording Requirements for Approval
Your preview video needs to show authentic app usage, which means recording actual device interaction. Screenshots stitched together or animated mockups won’t pass review.
Apple requires that touch interactions be visible when relevant to understanding the app. If you’re showing how to navigate your interface, viewers should see where taps occur. This is where apps like DemoScope become valuable - the built-in touch indicators show exactly where users should tap, making your demo clearer for App Store visitors.
The recording must happen on the actual device size you’re targeting. You can’t record on an iPhone 12 and submit it for the iPhone 14 Pro Max category, even if you resize the video.
Audio and Narration Guidelines
While audio isn’t required, it can significantly improve your preview video’s effectiveness. If you include narration, it must be professional quality without background noise or echo.
Apple prohibits certain types of audio content:
- Copyrighted music without proper licensing
- Sound effects that don’t come from your app
- Multiple languages in a single video (create separate versions instead)
- Audio that includes calls-to-action
If you’re planning to include narration, consider using a teleprompter during recording to maintain natural delivery while staying on script. This helps create smoother, more professional audio that meets Apple’s quality expectations.
Device-Specific Submission Strategy
Apple requires separate preview videos for each device family you support. You can’t submit one video and expect it to work across iPhone and iPad listings.
Each device category needs its own optimized content:
- iPhone videos should focus on portrait orientation and one-handed usage
- iPad videos can showcase more complex features and landscape layouts
- Make sure UI elements are clearly visible at each screen size
The content can be similar across devices, but the recording must happen natively on each device type to ensure proper scaling and clarity.
Common Rejection Reasons
Most App Store preview video rejections happen for predictable reasons. The video shows non-app content, includes prohibited text overlays, or demonstrates features that don’t exist in the submitted app version.
Apple also rejects videos that are too generic. If your preview could represent any similar app rather than showcasing your specific features, it won’t pass review.
Technical issues cause rejections too - incorrect dimensions, wrong aspect ratios, or videos that don’t play properly on Apple’s review devices.
Optimizing for Conversion Beyond Compliance
Meeting Apple’s requirements is just the baseline. Your preview video should also convert viewers into downloads, which means showing your app’s value proposition quickly and clearly.
Focus on demonstrating solutions to real problems rather than just showing features. If your app helps users organize their photos, show the before and after states, not just the interface buttons.
For apps with complex workflows, consider creating multiple preview videos that each focus on one primary use case. Apple allows up to three preview videos per device type, so you can cover different user scenarios.
When you’re ready to create your own preview video, understanding both Apple’s technical requirements and user psychology will help you create content that passes review and drives downloads. Tools that help you record professional-looking demos with features like face cam overlays and touch indicators can make the difference between a video that merely complies and one that actually converts.
The key is balancing Apple’s strict requirements with your marketing goals - create content that satisfies their guidelines while effectively communicating your app’s value to potential users. For more detailed guidance on the recording process itself, check out our guide on how to create an app demo video that actually gets downloads.