app store marketing assets are the official badges, screenshots, previews, icons and links you use to promote an app inside the stores and outside them. Apple and Google each publish rules: badges come from their official marketing sites, screenshots and previews must match set sizes, and metadata must be accurate or the app gets rejected.
specs checked against Apple and Google documentation on 26 september 2026; both stores change these, so confirm in App Store Connect and Play Console before you export.
Where Apple’s official marketing resources live
Apple’s badges, QR codes and promotional graphics come from the App Store Marketing Tools site, where you search your app and download linked, localized artwork. the rules for using them are in Apple’s App Store Marketing Guidelines on developer.apple.com. never redraw a badge or pull one from an image search, because only official artwork is allowed.
- App Store Marketing Tools: linked badges, QR codes that open your product page, and promotional graphics for social, filtered by app, storefront and platform.
- App Store Marketing Guidelines: badge usage, how to write “App Store”, and how to show Apple devices in your marketing.
how these assets fit a launch plan is in the app store marketing guide.
Rules for the Download on the App Store badge
use only Apple’s artwork and never modify, angle or animate it. keep it at least 40 px tall on screen or 10 mm in print, with clear space of a quarter of its height. show one App Store badge per layout, keep it subordinate to your main message, and put it first when several store badges appear.
| rule | requirement |
|---|---|
| artwork | official Apple badge only, no edits, angles or animation |
| minimum height | 40 px on screen, 10 mm in print |
| clear space | one quarter of badge height (one tenth in very tight layouts such as mobile banners) |
| colour | black is preferred; white only when it is the only badge and suits the layout |
| with other store badges | use the black badge and place the App Store badge first |
| pre-order badge | swap for the download badge once the app launches |
| language | use Apple’s localized badges; “App Store” stays in English |
source: Apple App Store Marketing Guidelines.
the same guidelines cover the words around the badge. write “App Store” with a capital A and S, use “the App Store”, and avoid “Apple App Store” or “iPhone App Store”. if you show a device, use the latest generation your app supports, Apple’s bezels unmodified, at least 200 px tall on screen or 25 mm in print, with the app shown exactly as it runs.
Google Play badge rules
download the “Get it on Google Play” badge from Google’s Partner Marketing Hub. keep it at least 28 px on screen or 7.6 mm in print, leave clear space of a quarter of its height, and make it the same size or larger than any other store badge. use the localized version where you can.
Google’s brand guidelines point to the Partner Marketing Hub for the badge files, and give the trademark line to include when space allows: “Google Play and the Google Play logo are trademarks of Google LLC.”
Apple wants its badge first, and Google wants its badge no smaller than the others. both rules hold if you set the two badges at the same height with the App Store badge on the left.
Screenshot and preview specs for each store
the App Store takes 1 to 10 screenshots per display size and up to three previews of 15 to 30 seconds per localization. Google Play takes up to 8 screenshots per device type, needs a 512 x 512 icon and a 1024 x 500 feature graphic, and uses a YouTube link for video. the tables below list the exact sizes.
App Store
| asset | spec |
|---|---|
| screenshots | 1 to 10 per display size; .jpeg, .jpg or .png; no transparency |
| iPhone 6.9 inch (required) | 1320 x 2868, 1290 x 2796 or 1260 x 2736 portrait |
| iPhone 6.5 inch | 1284 x 2778 or 1242 x 2688 portrait; required only if you skip 6.9 inch |
| iPad 13 inch (required if the app runs on iPad) | 2064 x 2752 or 2048 x 2732 portrait |
| app previews | up to 3 per localization, 15 to 30 seconds, up to 500 MB |
| preview resolution | iPhone 886 x 1920 portrait, iPad 1200 x 1600 portrait |
source: Apple screenshot specifications, Apple app preview specifications.
Google Play
| asset | spec |
|---|---|
| app icon | 512 x 512, 32-bit PNG, up to 1024 KB |
| feature graphic | 1024 x 500, JPEG or 24-bit PNG, no alpha |
| screenshots | at least 2 across device types, up to 8 per device type |
| screenshot dimensions | each side 320 px to 3840 px; 16:9 landscape or 9:16 portrait |
| preview video | one YouTube URL, with ads turned off on the video |
source: Google Play preview assets.
at ZuAI, which grew from 10K to 2M users in eleven months at a $0.02 CAC, most paid clicks landed on the store page, so the screenshots had to carry the same promise as the ad. if your traffic comes from creator content, TikTok Spark Ads for apps covers that side. what to put in each frame is in the ASO checklist.
What the App Store Connect Marketing URL is
the Marketing URL is an optional App Store Connect field for a website where people can get more information about your app. enter the full URL including the protocol, such as https, and localize it if you run pages per language. point it at a fast landing page for the app, not your generic company homepage.
a good marketing page carries the same headline as your first screenshot, the official App Store and Google Play badges linking to your listings, a smart app banner, and a press kit with icon and screenshots. the Support URL is a separate, required field, and Apple says it must lead to real contact information (Apple platform version information).
Smart app banners
a smart app banner is a banner Safari on iOS shows at the top of your website, offering to get your app or open it if it is already installed. you add it with one meta tag, apple-itunes-app, holding your app ID and an optional app-argument deep link. it turns existing web traffic into installs.
<meta name="apple-itunes-app" content="app-id=123456789, app-argument=https://example.com/page">the banner does not reappear on a domain once a user dismisses it, and it does not show in the iOS Simulator, so test on a real iPhone. source: Apple, promoting apps with smart app banners.
Pre-launch asset checklist
before you submit, have every asset exported at the required sizes, copy written within each store’s limits, the support and marketing URLs live, official badges on your site and a smart app banner in place. then check every spec again in App Store Connect and Play Console, because sizes and device lists change with new hardware.
- app name and subtitle (App Store) or title and short description (Google Play) within limits
- iPhone 6.9 inch screenshots, plus 13 inch iPad if the app runs on iPad
- Google Play icon, feature graphic and phone screenshots
- app previews (optional) with a strong muted opening, since Apple autoplays them without sound
- localized screenshots and copy for your priority markets
- Support URL with real contact details, Marketing URL to the app page
- official badges from Apple’s and Google’s marketing sites, sized and spaced correctly
- smart app banner meta tag on the marketing page
- screenshots show the app in use, with no competitor names or ranking claims
Metadata mistakes that get apps rejected
most metadata rejections trace to guideline 2.3, accurate metadata, in Apple’s App Review Guidelines. the usual causes are screenshots of splash or login screens instead of the app in use, previews that are not screen captures, keywords with trademarked or competitor names, undisclosed in-app purchases, and mentions of other mobile platforms.
| guideline | what it covers | the fix |
|---|---|---|
| 2.3.1 | no hidden features, no misleading marketing | describe only what the app actually does |
| 2.3.2 | in-app purchases must be clear in description, screenshots and previews | say which features are paid |
| 2.3.3 | screenshots show the app in use, not title art or login screens | use real in-app screens with captions |
| 2.3.4 | previews use screen captures of the app itself | record the app; narration and overlays are fine |
| 2.3.7 | name up to 30 characters; no trademarks, competitor names or prices in metadata | remove anything that is not about your app |
| 2.3.8 | metadata suitable for a 4+ age rating | keep icons and screenshots clean, even for 17+ apps |
| 2.3.10 | no promotion of other mobile platforms | remove Google Play mentions from App Store copy |
source: Apple App Review Guidelines.
Google Play has its own metadata policy, which bans ranking claims such as “#1”, price promotions in titles and icons, and unattributed testimonials in the description.
Frequently asked questions
Where do I get the official Download on the App Store badge?
from Apple's App Store Marketing Tools site, toolbox.marketingtools.apple.com. search for your app, pick a storefront and language, and download a linked badge or QR code that points to your product page. do not redraw the badge or copy one from an image search, because Apple's guidelines only allow its official artwork, unmodified.
What screenshot size does the App Store require in 2026?
for iPhone, Apple requires the 6.9 inch display size, such as 1320 x 2868 portrait, or the 6.5 inch size if you skip 6.9 inch. for iPad, the 13 inch size, such as 2064 x 2752 portrait, is required if your app runs on iPad. you can upload 1 to 10 screenshots per size.
What is the Marketing URL in App Store Connect?
it is an optional field for a website where people can get more information about your app. enter the full URL including the protocol, and localize it if you have pages per language. point it at a fast landing page for the app itself, not a generic company homepage. the Support URL is separate and required.