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App Store Promotional Artwork Guidelines


Welcome to a whole new App Store experience.

The new App Store experience features a Today tab, along with a totally redesigned Apps and Games browsing experience. The artwork you deliver here will be used to tell the story of your app in the Today tab, the Apps and Games tabs, across social media and other App Store marketing. If your app is selected for feature in the Today tab, we look forward to partnering with you to tell the story of your App.

Games, Today, Apps tabs

Stories within the Today tab will be crafted to:

In order to ensure you are able to provide the best assets to represent your App or Game, iTunes Connect is now enhanced to support new types of media, plus a simplified submission and review process.

Using iTunes Connect to Submit Artwork

In order to accept a wider range of artwork, we have created additional dropwells within iTunes Connect. This will help represent your app visually across the App Store experience. For more information, see About Dropwells. Rather than request many times for each type of asset request, our goal is to ask for a kit of assets that can be used to feature you on the App Store, in App Store marketing materials, and in related special promotions.

When submitting artwork, refer to the original request you received from Apple. It will detail which assets are highest priority to submit based on where they will be used. It will also provide all the necessary technical specifications for submission.

Artwork Policies

  • When you create your artwork, be sure to follow the App Store Promotional Artwork Guidelines. You agree that Apple may modify any artwork you submit for any purpose, combine it with or place it near other artwork, and use it on the App Store, App Store marketing in any media, Apple events, public relations, and archival purposes. Note that you can suggest creative direction in the Notes section on the Promotional Art Request page on iTunes Connect, but the App Store design team has final approval.

  • When creating and submitting art, ensure all content is safe. The App Store, including its marketing and communication, strives to be family-friendly. We ask that you consider this when creating and submitting content. Do not include any additional copy in your art other than a title treatment and logo.

  • Artwork will be rejected if it includes any of the following:

    • Website addresses. Your artwork must not contain or display any URLs.

    • Marketing tag lines or supplementary copy.

    • App icons. Supply a logo/title treatment in your artwork, do not submit an app icon.

    • The words “App Store,” “iTunes,” or “Apple Inc.”

    • References that your content is a digital product.

    • References to pricing, for example “Reduced Price,” “Low Price,” “Available for $9.99,” or “For Promo Use.”

    • Third-party trademarks without authorization or usage rights.

    • Nazi symbolism restricted by the Strafgesetzbuch section 86a, if the content is visible in Austria, Germany, or Switzerland.

  • Do not show any Apple devices or other branded hardware. In order to ensure screenshots and gameplay examples are shown in the most up to date devices, our internal design team will place them in a device for featuring. Do not include third party devices or other hardware of any kind in your art.

Dropwell Specifications

About Dropwells

There are seven dropwells for promo art, described in detail below. It is not necessary to upload content to all dropwells in order to submit. However, we encourage you to submit artwork if it is available. This will ensure it's easier to feature your app or game in the future without having to request assets multiple times.

App Store Featuring Art

  • File Types: PSD, ZIP

    You can ZIP your images to make them easier to upload, but make sure to compress only one file into each ZIP archive. If you compress more than one file into the ZIP, you will see an error.

  • Dimension: 4320 x 1080px

  • Naming convention: AppName_AS_FeaturingAppsGames

Your hero artwork is the window into your app/game's world. It showcases what a user can expect when they tap through into your product page. The hero artwork is comprised of several elements listed below that work together to inform customers quickly while navigating the App and Game tabs.

Games, Apps tabs

When desiging featuring art, keep the following in mind:

Simplify and Focus

With a minimal amount of time for each hero art to communicate with a user, it is important to simplify and focus the amount of information being presented. Remove non-essential characters, objects, or elements from the composition to create a clear and uncluttered view into the app/game’s world.

Getting Started

When beginning your design, familiarize yourself with the the Photoshop template. This template contains two main Layer Groups in the Layers palette—the first is Safety Areas & Guides and the second is Art. To see how to place your images, we’ve included overlays of green and purple areas in the Safety Areas & Guides group.

Target Grid

Target Grid

The target grid is comprised of a rule of thirds grid and a bullseye target for centering subjects and creating uniform compositions for the Apps and Games tab.

1. Target Grid

2. Subject

3. Backdrop

Target Grid
Target Grid 2
Target Grid 3
Target Grid 4


The subject is the focal point of hero art. Subjects are most likely to be characters, objects, results/products/outcomes, or UI features of an app or game.


The backdrop gives context to the subject and the whole app/game. At the same time, it does not distract from the subject. It is possible and advisable for the backdrop to direct focus toward the center and the subject in various ways, including:

  • An overarching color that quiets the backdrop through a gradient map/overlay/other blending technique

  • Lowering the presence of the backdrop through opacity settings

  • Visual direction created through shapes and/or color

Examples of final composed Hero artwork:

Hero Art 1
Hero Art 2
Hero Art 3

Artwork for the Today Tab

  • File Types: PSD, ZIP

  • Dimension: 3524 x 2160px

  • Naming convention: AppName_AS_FeaturingToday

You may receive a request for assets to feature on the Today tab. Refer to the original, detailed request you receive via iTunes Connect. It will detail which assets are highest priority to submit based on where they will be used. It may also provide information regarding when and how we will feature your artwork. Note that our design team works carefully to ensure your app is showcased in a beautiful way, so it is not necessary to submit complex designs, just the assets that are outlined in your request.

Today tab example

Title Treatments

  • File Types: PSD, ZIP

  • Dimension: 4000 x 4000px

  • Naming convention: AppName_AS_TitleTreatment

Submit your title treatments in all existing forms. If your app is localized, submit each translated title in the Localization folder in the template. Do not submit other marketing messaging, trademarks, or copyright symbols. These isolated title treatment files will allow our design team to overlay them as needed.

Supporting Imagery

  • File Types: PSD, ZIP

  • Dimension: 4000 x 4000px

  • Naming convention: AppName_AS_SupportingImagery

  • How to use: The App Store Supporting Imagery dropwell can be used to submit nearly all additional content, with the exception of video.

    In order to submit a layered PSD with multiple characters, game stills or other specific content, simply place on individual layers as embedded Smart Objects.

Supporting imagery should be visuals that inform customers about the most compelling features of your App or Game. Include as many of the following elements to ensure adequate design flexibility when telling the story of your App across the App Store experience. See examples and specs below:

Characters & Subjects

Characters and subjects from app/game must be separated onto individual layers.

Logos & Marks

Logos and marks from the app/game branding can be helpful in creating a central point of focus.

UI & Icons

UI and icons from the app/game separated onto individual PSD layers or as vector files. If the app/game is being promoted for new features it is advisable to have an example of the feature being used.


Screenshots and mock-screenshots of apps and games showing app features/environment, gameplay, etc. Preferably with objects/items/artwork on separate PSD layers. Provide these in highest resolution possible.


Provide backgrounds that give extra context to your App or game. Backgrounds should generally be low contrast and/or have a dominant color theme.


Photographs should have a dominant color theme and centrally composed.

Product Page Artwork

  • File Types: PSD, ZIP

  • Dimension: 4320 x 1080px

  • Naming convention: AppName_AS_ProductPageArt

This artwork will potentially be used to customize the appearance of your app’s Product Page on the App Store.

Apple TV Artwork

Submit artwork for Apple TV in the designated dropwells as you normally would using the following guidelines.

Marketing Requests

You may also receive requests for specific assets for use in a special feature. For example, we may request specific, exclusive content for a social media marketing campaign. Follow the specifications in the original request, and submit through iTunes Connect using the Supporting Imagery dropwell.

PSD Templates

Download and use the Photoshop templates to design your Promotional Artwork.

App Store - Promotional Art (8.6 MB)