TL;DR
Your first screenshot decides whether anyone downloads. Show the core value up front with a clear caption, then walk through the app so browsers understand it before they tap Get.
On both stores, screenshots are the whole pitch. Browsers scroll a row of previews and decide from what they see, not from the description most of them never open. A vague, cluttered, or feature-random first screenshot gets skipped no matter how good the app is.
Build them in this order
- 1First screenshot: the core value with a short, bold caption.
- 2The main flow: the screen someone uses most, shown clearly.
- 3The payoff: the result or outcome the app produces.
- 4Proof or trust: reviews, numbers, or a recognizable use case.
- 5The extras: secondary features that support the main promise.
Design more than you think you need and pick the strongest few. You are allowed up to ten screenshots on each store, but the first two or three do almost all the work since that is what shows before someone scrolls. Make each one communicate one idea.
What kills a screenshot set
Avoid tiny unreadable text, empty screens with no data, and shots that dump the whole UI with no focus. Skip fake mockups that do not match the real app, since reviewers compare them against your build. A misleading screenshot set can trigger a rejection under Apple's rules.
Use real, filled-in screens. A tracker with actual entries or a planner with a real day reads far better than an empty first-run state. Honest, populated screenshots also match what the user sees after install, which keeps early reviews positive.
Common questions
How many screenshots should a listing have?
Both stores allow up to ten, but the first two or three do most of the work since that is what shows before someone scrolls. Use enough to walk through the core value, and lead with your single strongest shot.
Do I need a designer for screenshots?
No. A clean screen from Expo running your real app, plus a short caption added in any simple tool, converts fine. What matters is a clear first shot and readable captions, not expensive design or heavy effects.
Can I use mockups instead of the real app?
Use screenshots that match your actual app. You can add device frames and captions, but the screens themselves must reflect the real build. Reviewers compare them against your app, and misleading shots can cause a rejection.
Should the first screenshot have text on it?
Yes. A short, bold caption on the first screenshot tells a browser the core value in a second. Captions consistently lift conversion because most people never read the description, so the screenshots have to explain the app.
What is the most important screenshot?
The first one. It is the only preview many browsers see before scrolling on, so make it the clearest statement of your core value with a readable caption. Everything after it supports that lead shot.
Should I show empty screens?
No. Fill the screens with realistic data - a tracker with entries, a planner with a real day. Populated screenshots read as more useful than empty first-run states and match what the user actually sees after installing.
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