Visual Asset Specifications

Definition

Visual Asset Specifications is a comprehensive reference guide containing all technical requirements, dimensions, formats, and constraints for App Icon|app icons, Screenshot|screenshots, Feature Graphic|feature graphics, App Preview Video|preview videos, and other visual assets across Apple App Store, Google Play Store, and Amazon Appstore. This master reference document is essential for designers and developers to ensure assets are correctly formatted before submission, avoiding rejection, scaling issues, or display glitches that reduce Conversion Rate|CVR. Specifications are updated regularly as platforms add new device types, resolution standards, or feature support (e.g., dynamic wallpapers, foldable screens, new video codecs).

How It Works

App Icon Specifications

Apple App Store:

• Size: 1024×1024 pixels (minimum for iOS and macOS)
• Format: PNG, JPEG, or TIFF
• Color space: RGB (no CMYK, RGBA)
• Alpha channel: NOT supported (must be fully opaque)
• Safe zone: Use full canvas (no safe margins required; Apple applies rounded corners system-wide)
• Device scaling: Automatically scaled down for different device sizes (40pt, 60pt, 80pt, 120pt, 180pt display sizes)
• Dark mode: Single icon file; iOS handles light/dark appearance automatically (new: iOS 18+ tinted icons)
• Update method: No binary required (App Store Connect upload)
• Submission location: App Store Connect > General > App Icon

Google Play Store:

• Size: 512×512 pixels minimum (high-resolution icon)
• Format: PNG, JPEG, or WebP
• Color space: RGB or RGBA
• Alpha channel: Supported (transparency allowed)
• Safe zone: Fit important content within 432×432 px (80 px margin) to account for adaptive masking
• Adaptive icons (Android 8+): Design with center focus; icon will be masked into various shapes (circle, rounded square, teardrop)
• Device scaling: Automatically scaled; displayed at 48dp on phones, up to 192dp on tablets
• Dark mode: Single file; Android handles dark/light theme
• Update method: No binary required (Google Play Console upload)
• Submission location: Google Play Console > Product Pages > Store Listing > App Icon

Amazon Appstore:

• Size: 512×512 pixels
• Format: PNG or JPEG
• Color space: RGB
• Alpha channel: Supported for PNG
• Safe zone: Fit content within 450×450 px
• Device scaling: Automatic (varies by device resolution)
• Update method: No binary required
• Submission location: Amazon Developer Console > Multimedia section

Screenshot Specifications

Apple App Store:

• Dimensions (iPhone):

- iPhone 15 Pro Max (6.7"): 1290×2796 pixels (required for app submission)

- iPhone 15 (6.1"): 1170×2532 pixels

- iPhone 13 mini (5.4"): 1080×2340 pixels

- iPhone SE 3 (4.7"): 1170×2532 pixels (legacy support)

• Dimensions (iPad):

- iPad Pro 12.9" (5th gen+): 2048×2732 pixels

- iPad Pro 11" (3rd gen+): 1668×2388 pixels

- iPad Air, iPad: 1024×1366 pixels

• Dimensions (Apple Watch):

- 42mm: 430×430 pixels

- 41mm: 410×410 pixels

- 40mm: 400×400 pixels

- 39mm: 390×390 pixels

• Format: PNG, JPEG, or TIFF (PNG recommended for quality)
• Count: Up to 10 screenshots per device type
• Aspect ratio: Portrait (4:3 to 21:9) supported depending on device
• Update method: No binary required
• Submission location: App Store Connect > Version > Screenshots section

Google Play Store:

• Dimensions (Phone):

- Portrait (primary): 1080×1920 pixels (9:16 aspect ratio)

- Landscape (alternate): 1920×1080 pixels (16:9 aspect ratio)

- Standard minimum: 320×569 pixels (will be scaled up)

• Dimensions (Tablet):

- 7-inch: 600×1024 pixels (landscape preferred)

- 10-inch: 1024×768 pixels (landscape preferred)

• Format: PNG or JPEG
• Count: Up to 8 screenshots
• Aspect ratio: 9:16 (portrait) or 16:9 (landscape) recommended
• Device frame: Optional (Google Play auto-applies device mockup)
• Update method: No binary required (SLE supports testing)
• Submission location: Google Play Console > Product Pages > Screenshots section

Amazon Appstore:

• Dimensions:

- Landscape: 1024×600 pixels (16:9, primary)

- Portrait: 600×1024 pixels (9:16, optional)

• Format: PNG or JPEG
• Count: Up to 10 screenshots
• Device frame: Optional
• Submission location: Amazon Developer Console > Multimedia > Screenshots

Feature Graphic Specifications (Google Play only)

• Dimensions: 1024×500 pixels (exactly, no variance)
• Aspect ratio: 2.048:1 (width:height) — must be exact
• Format: PNG or JPEG
• Color space: RGB
• Safe area: Keep critical content within 900×440 px center area (40 px margin)
• File size: Recommended under 2 MB (max 32 MB)
• Update method: No binary required
• Submission location: Google Play Console > Product Pages > Feature Graphic section
• Placement: Top of product page, browse surfaces, Featured collections

App Preview Video Specifications

Apple App Store (In-App Preview):

• Duration: 15-30 seconds (must be under 30 seconds)
• Format: M4V, MP4, or MOV
• Resolution: 1080p minimum (4K supported)
• Aspect ratios:

- Native apps: 4:3, 16:9, 21:9 (landscape orientations)

- Portrait apps: 9:16 (vertical full-screen)

- iPad apps: Various (16:9 common)

• Frame rate: 24fps or 30fps (60fps supported)
• Bitrate: 2-4 Mbps recommended (will be re-encoded)
• Audio: Audio track required (music, voiceover, SFX)
• Codec: H.264 video, AAC audio (will be re-encoded to HEVC if needed)
• File size: No hard limit (Apple will re-encode for delivery)
• Submission method: Upload via App Store Connect or YouTube link

Google Play Store (YouTube Trailer):

• Duration: 30 seconds recommended (max 60 seconds)
• Format: MP4, MOV, AVI, FLV, or WebM
• Resolution: 1080p minimum; 4K supported
• Aspect ratio: 16:9 (landscape) standard; 9:16 (portrait) optional
• Frame rate: 24fps, 30fps, or 60fps
• Bitrate: 5-8 Mbps recommended (YouTube will re-encode)
• Codec: H.264 video, AAC audio preferred
• File size: No hard limit (YouTube re-encodes)
• Submission method: Upload to YouTube, link URL in Google Play Console
• Poster frame/Thumbnail: Custom design recommended (1280×720 pixels for YouTube)

Amazon Appstore (Fire TV Promo):

• Duration: 15-30 seconds
• Format: MP4, MOV, AVI, or FLV
• Resolution: 1080p minimum (4K recommended for Fire TV)
• Aspect ratio: 16:9 (landscape, required for TV)
• Frame rate: 24fps, 30fps, or 60fps
• Codec: H.264 or H.265 (HEVC)
• Submission method: Direct upload to Amazon Developer Console
• Limitations: Less robust analytics than YouTube

Promotional Video Specifications

General (Multi-Platform):

• Typical duration: 15-20 seconds (30 sec for YouTube is max standard)
• Format: MP4 (universal compatibility)
• Resolution: 1080p minimum; 4K for premium targeting
• Frame rate: 30fps or 60fps
• Aspect ratio: 16:9 (landscape) for most platforms
• Codec: H.264 video, AAC audio
• Audio mix: Voiceover + music + SFX (layered approach)
• Subtitles: Burn-in or separate SRT file (recommended for muted viewing)

Formulas & Metrics

Asset Scaling Calculation:

Display_Size_In_Points = Asset_Pixel_Size / Device_Scale_Factor
Example: 1024×1024 icon on 3x device (iPhone 15) displays as: 1024 / 3 = 341 points
(But iOS system scales it down further for actual display sizes: 40pt, 60pt, 80pt, etc.)

File Size Optimization:

Compressed_File_Size = Uncompressed_Pixel_Data × Compression_Ratio
PNG (lossless): 3-5 compression ratio typical
JPEG (lossy): 10-20 compression ratio typical
WebP (modern): 20-30 compression ratio typical
Target: Icon <500 KB, screenshots <2 MB, feature graphic <2 MB

Screenshot Pixel Density:

PPI (Pixels Per Inch) = √(Width² + Height²) / Diagonal_Screen_Size_Inches
iPhone 15 Pro Max (6.7"): 1290×2796 / 6.7 = 460 PPI (super retina)
Ensure assets created at target device resolution to maintain sharpness

Best Practices

1. Create at 1.5x or 2x intended display size — design screenshots at 1.5x (1620×2880 for 1080×1920 base) to ensure clarity on high-DPI devices. This accounts for display scaling.

1. Use PNG for screenshots (lossless) — JPEG compression can introduce artifacts around text and sharp edges. PNG preserves quality for critical UI elements.

1. Optimize file sizes before upload — compress images without quality loss using ImageOptim (macOS), PNGQuant, or similar tools. Smaller files load faster, improve user experience.

1. Test on actual devices before submission — simulator rendering differs from device. Test on iPhone SE (small), iPhone 14+ (standard), and iPhone Max (large) to validate appearance at different sizes.

1. Create asset library with version control — maintain Figma, Sketch, or similar design files with version history. Export assets at correct sizes; document any platform-specific variants (e.g., "screenshot_ios_v2.1_light_mode.png").

1. Plan for future devices — store original assets at 2x or 3x resolution. When new device sizes emerge (foldables, new screen ratios), scaling down is easier than scaling up.

1. Use design system tokens — if you have a design system (typography, spacing, colors), reference tokens in mockups. When branding changes, update token values and regenerate all assets automatically.

1. Account for safe areas and notches — on modern devices (notches, Dynamic Island, foldable screens), avoid critical content near screen edges. Test safe zone placement.

1. Automate screenshot generation where possible — use tools like Fastlane (iOS), MakeBadges (Android), or screenshot automation libraries to generate screenshots programmatically. Reduces manual work and error.

1. Update specifications quarterly — platforms update device models, aspect ratios, and video codecs regularly (new iPhones, Android tablets, etc.). Check platform guidelines every 3 months for changes.

Examples

Asset Specification Checklist (Before Submission):

Icon:

• 1024×1024 pixels (Apple), 512×512 (Google, Amazon)
• PNG or JPEG format
• No transparency (Apple); alpha channel OK (Google, Amazon)
• File size <500 KB
• Rounded corners not built-in (Apple applies automatically)

Screenshots:

• Correct dimensions per platform and device (iPhone 15 Pro Max for Apple: 1290×2796)
• Up to 10 screenshots (Apple), 8 (Google), 10 (Amazon)
• PNG format (lossless)
• File size <2 MB per screenshot
• No protruding text outside safe area
• High contrast for readability
• Tested on actual device or high-fidelity simulator

Feature Graphic (Google Play):

• Exactly 1024×500 pixels (2.048:1 aspect ratio)
• PNG or JPEG format
• File size <2 MB
• Critical content within 900×440 px center area
• Text max 20% of image area, max 80 characters
• File size optimized

App Preview Video:

• Duration 15-30 sec (Apple), 30 sec recommended (Google)
• 1080p minimum, MP4 format
• 16:9 aspect ratio (or platform-specific)
• Audio included (no silent videos)
• H.264 video + AAC audio codec
• Subtitles included for muted viewing (recommended)
• File size <500 MB

Dependencies

Influences (this term affects)

• App Icon — specifications ensure icon displays correctly across devices
• Screenshot — specifications ensure screenshots render at intended quality
• Feature Graphic — specifications ensure correct dimensions for Google Play
• Promotional Video — specifications ensure video compatibility across platforms
• Visual Asset Quality — correct specs ensure assets look professional

Depends On (affected by)

• Platform updates: Apple, Google, Amazon regularly update device models and spec requirements
• Device fragmentation: New screen sizes, aspect ratios, resolutions require specification updates
• Technology trends: New codecs (AV1), formats (WebP), compression techniques may become standard

Platform Comparison

Related Terms

• App Icon
• Screenshot
• Feature Graphic
• App Preview Video
• Promotional Video
• Visual Assets & Creative
• Design Specifications

Sources & Further Reading

• Apple: App Store Icon Design Guidelines and Screenshot Requirements
• Google: Google Play Asset Size and Format Requirements
• Amazon: Appstore Asset Specifications and Technical Requirements
• Device Info: Current device screen sizes, resolutions, aspect ratios
• Image Optimization: PNGQuant, ImageOptim, TinyPNG tools for file size reduction
• Video Codecs: H.264 vs H.265 vs AV1 comparison and platform support