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App Store Promotional Artwork Guidelines for iOS 11


The App Store on iOS 11 has been redesigned from the ground up to help customers discover new apps and games. The artwork you deliver here may be used to promote your app on the Today Tab, the Apps and Games tabs, and across other App Store marketing channels.

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, App Store Connect is enhanced to support new types of media, plus a simplified submission and review process.

Using App Store Connect to Submit Artwork

In order to accept a wider range of artwork, we have created additional dropwells within App Store 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 submit your artwork, be sure to follow the App Store Promotional Artwork Guidelines. You agree that any assets you submit are properly permissioned and cleared for Apple’s use (including but not limited to any third party intellectual property rights or likeness rights embodied in your assets), and that Apple may modify these assets for any purpose, combine it with or place it near other assets, and use the assets for promotion on the App Store, as well as in Apple’s marketing materials distributed digitally, and on social media channels, Apple events, public relations, and for archival purposes. You also confirm that the submission of your artwork also includes any additional permissions that may be required. Licensor represents and warrants that a) it owns or controls the rights and/or permissions necessary to make the grant of privilege and license herein, and b) the rights granted herein, and the use thereof by Apple, do not violate the rights of any third party. Licensor agrees that it shall indemnify Apple and be responsible for any loss or liability incurred by Apple arising out of a breach by Licensor of the foregoing warranties. Note that you can suggest creative direction in the Notes section on the Promotional Art page on App Store 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.

  • All Smart Objects should be embedded into the Photoshop document before submitting.

  • 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.

Important points to consider when creating/uploading your art

  • The proper Promotional Art templates must be used when creating your art. If art is not in the correct template it will not upload to App Store Connect.

  • If you are submitting multiple assets/file types you must import into Photoshop first and then duplicate the layers/folders into the proper template. You can only upload a single file into the dropwells. Zip files may not contain more than one PSD file. If they do, App Store Connect will return an upload error. Include all assets requested in high resolution but attempt to keep each PSD file under 2GB in size (less than 500MB is preferable).

  • If you are experiencing time-out or other upload issues with App Store Connect use the following process:

    1. Confirm that you are using the correct Promotional Art templates.

    2. Confirm that the PSD does not contain any additional content that does not relate to the art request. You can remove the guides and sample art to decrease file size.

    3. Compress the file into a zip archive.

  • If you are still experiencing upload issues after confirming the 3 items above you can upload your art to a third party file sharing service and send the link to Please include your App Name and Apple ID in all correspondence.

    By using this off system delivery method you agree to the following:

    Any artwork you submit is cleared for Apple’s use, and that Apple may modify such artwork 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 for archival purposes. Note that you can suggest creative direction in the Notes section on the Promotional Art page on App Store Connect but the App Store design team has final approval.

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 1080 pixels

  • 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 designing 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 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


Our design team is dedicated to showcasing your app beautifully. To do that, all they need is the assets outlined in the request.

If we need promotional assets to feature your app or game, we’ll send you an emailed request via App Store Connect. The request usually includes:

  • Details on how and when to deliver your artwork

  • Which template you should use to submit your artwork

To tell the best story we can, we need your help with art assets, which include screenshots, photographs and illustrations. Ideally, we’d like to show artwork that hasn’t been circulated elsewhere.

Artwork that illustrates the following aspects of your app or game are especially helpful:

  1. The newest feature

  2. An especially beautiful or delightful moment

  3. A screen that quickly conveys the idea behind your app or game

  4. A moment that’s especially popular with your users

  5. Any signature characters or mascots (ideally provided in layers or isolated)

  6. An informative, surprising, or just plain cool interaction (please provide 3 screenshots at most)

  7. Key vector elements from your UI (Tab bar icons or other notable glyphs)

Art submitted must contain layers within the PSD file and should be scalable smart objects.

  • File Types: PSD, ZIP

  • Dimension: 3524 x 2160 pixels

  • Naming convention: AppName_AS_FeaturingToday

Today tab example

App / Game of the Day

You may be selected for an ‘App of the Day’ or ‘Game of the Day’ feature. If you are selected you will receive a request to provide composed assets in our Master Art template with all design elements separated into individual layers within the PSD. The App Store design team may modify any artwork you submit for this purpose.

Your hero card artwork is like a magazine cover for your app/game's story. It hints at what a user can expect to read when they tap into the card. The hero artwork is comprised of several elements listed below that work together to inform customers quickly while navigating the App and Game tabs.

App / Game of the Day Example (iPhone)

When designing card art, keep the following in mind:

Simplify and Focus

Create a single point of focus in the iPhone crop of the card. Remove cluttered background elements and anything that makes the UI type illegible.

Getting Started

When beginning your design, familiarize yourself with the Photoshop template. This template contains two main Layer Groups in the Layers palette—the first is Guides and the second is Art.

PSD Layers

Inside of the Guides layer group, use the “Art Safe Area” layer to place your key element in the template. To preview the artwork with user interface elements, turn on the “App of the Day” or “Game of the Day” layer. With the “Card Masks” layer group, you can preview the artwork per device as well.

Use the Art layer group to organize your composition.

Follow these 4 steps when creating an App of the Day/Game of the Day master template:

App / Game of the Day - Numbers

1. Adhere to the art safe area.

Start by reviewing the FeaturingToday.psd template. It will show you where to target the placement of your composition’s most vital information.

A well designed safe area outlines an area where the focus is free of any interaction with its UI elements (typography, product information, badge). Ideally, the featuring art scales to activate most of the focus area (iPhone, iPad, and iPad Pro). It also provides a serviceable composition within the safe area (imagine a composition created strictly from that area).

2. Include right-hand side detail.

Most of the visual focus will fall within the proximity of the safe area. Note that featuring art covers wider crops on iPad. Scale or activate the entire canvas in order to create a balanced composition throughout the various crops.

3. Include a background for your featuring art.

Ideally, make the background one that fulfills the entire canvas. The background can include details, texture, color, and elements that support the composition. Remain aware of the points of interaction with the UI — the App of the Day/Game of the Day badges, for example.

4. Be mindful of the UI.

Make sure key elements in the art are not placed directly behind the UI, or create odd shapes/lines if they intersect with the text.

Device Crops and Views

App / Game of the Day (iPhone)

iPhone Crop

Allow enough negative space in the composition so the UI type can breathe and your central focal point captures the viewer’s attention.

App / Game of the Day (iPhone - Expanded)

Expanded iPhone story view

App name, subtitle and GET button all move down the canvas. More of the image becomes visible.

App / Game of the Day (iPad)

iPad crop

Find a balance in the composition by choosing imagery that fills the right side of the canvas with some detail. However, it should never detract from the central focus.

App / Game of the Day (iPad - expanded)

Expanded iPad view

The iPad card expands to show slightly more of the master art once tapped.

Title Treatments

  • File Types: PSD, ZIP

  • Dimension: 4000 x 4000 pixels

  • 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 4000 pixels

  • 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 them 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 the 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 1080 pixels

  • 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.

PSD Templates

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

App Store - Promotional Art (6.2 MB)