Visual Asset Specifications

Definition

Visual Asset Specifications is a comprehensive reference guide containing all technical requirements, dimensions, formats, and constraints for app icons, screenshots, feature graphics, 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 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)

CarPlay Visual Specifications

Apps implementing CarPlay interfaces must follow specific design constraints that differ from standard iOS visual assets:

• Icon size: 120×120 pixels (@3x scale), 80×80 pixels (@2x scale)
• Template images: Must be pure alpha channel masks (no color data)
• Safe area: Content must fit within a circular mask; square icons will be cropped
• Color mode: System automatically handles light/dark appearance; do not embed color
• Display context: Designed for glance-able viewing while driving
• UI elements: Must be large enough to read at arm's length (minimum 44pt touch targets)

CarPlay support now extends beyond basic audio playback to include messaging, navigation, productivity, communication, and AI assistant categories. Visual assets for these contexts require larger touch targets and simplified layouts compared to standard iPhone interfaces, as users interact with content while operating a vehicle. Recent implementations demonstrate broader use-case expansion: redesigned messaging interfaces surface conversation history, call logs, and contact favorites directly in-dash beyond basic Siri routing. Video conferencing and music streaming services have also added CarPlay compatibility, validating the platform as a first-class distribution channel for apps that can safely operate in driving contexts while meeting strict review guidelines on interaction patterns—no typing, minimal visual attention required.

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. Hardware evolution may include modified Dynamic Island configurations affecting screenshot framing strategy and icon prominence in browse contexts. Future iPhone models may feature reduced Dynamic Island cutouts as Face ID components migrate beneath the display, requiring UI layout adjustments for apps routing controls around that region.

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.

1. Prepare asset updates before major platform releases — when new OS versions are announced at developer conferences, review beta documentation for visual specification changes. Allocate time in spring development cycles to prepare updated assets before summer beta periods introduce new requirements. WWDC typically runs in early-to-mid June as an online-only event, with frameworks and APIs introduced then defining the technical envelope for apps shipping alongside new hardware in September and October. Beta access opens immediately after the keynote, providing a three-month runway to adopt new capabilities and test against pre-release builds.

1. Consider context-specific variants — apps with CarPlay, Apple Watch, or tablet support need separate asset sets optimized for those viewing contexts. Design for glance-ability and large touch targets in automotive environments, where users interact at arm's length. CarPlay compatibility is increasingly table-stakes for navigation, audio, communication, productivity, and AI assistant apps as the platform matures and automakers adopt richer screen configurations. Teams with communication, productivity, or content apps should evaluate whether a CarPlay presence aligns with user workflows while meeting interaction safety requirements.

1. Monitor mid-cycle OS updates — point releases throughout the year may introduce minor API refinements affecting App Store Connect submission flows or build compatibility. Verify current builds remain compatible with latest OS versions and monitor crash analytics for edge cases in app lifecycle handling or deep-link behavior.

1. Treat established assets as conversion baselines — for high-traffic apps, existing screenshots already carry brand recognition value. Test redesigns incrementally rather than replacing entire sets. User familiarity with proven assets often outweighs aesthetic improvements in CVR metrics. At scale, a 2% conversion drop translates to thousands of lost installs daily.

1. Test single-variable changes on mature products — isolate one element per test (color palette, layout hierarchy, messaging angle) rather than full redesigns. This reduces risk on products with high organic visibility where disrupting proven assets carries asymmetric downside.

1. Segment testing by traffic volume — early-stage apps benefit from aggressive iteration. Established apps with millions of impressions should test new creative in lower-traffic locales or secondary placements before rolling to primary markets. Use data to validate changes before broad deployment.

1. Prioritize clarity over trend alignment — visual design trends evolve faster than user recognition patterns. A clean, readable layout from previous years may convert better than a contemporary redesign that obscures core functionality or disrupts mental associations users have built with the product.

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