The app preview poster frame is the still image App Store shows before your preview plays and while your app installs. By default, Apple uses the frame at 5 seconds, which is often a transition or a half-loaded screen. Set it yourself in App Store Connect after uploading: choose a clear, attractive frame that sums up your app, ideally with a caption.
The short answer
| Question | Answer |
|---|---|
| What is it? | The still shown before playback and during install |
| Default | The frame at 5 seconds |
| Where to set it | App Store Connect, on the uploaded preview |
| What to pick | A clear key screen, ideally with a caption |
| Can I change it later? | Yes, with a new upload or version |
Why does the poster frame matter?
When autoplay is off or still loading, and when someone taps install, the poster frame is what they see. It often shows alongside your screenshots, so it acts like an extra screenshot. A blurry transition or a loading spinner wastes that space.
How do I set the poster frame in App Store Connect?
- Upload the preview in your app version's Previews and Screenshots section.
- Hover over the uploaded preview and choose the option to set or edit the poster frame.
- Scrub through the video to the frame you want.
- Save.
Apple's preview specifications note the 5-second default and that you choose the image shown on the product page and during install. Upload steps are in how to upload an app preview, and Apple's asset guide covers the media manager.
What makes a good poster frame?
- A finished, meaningful screen, such as the result, not the loading state.
- A caption on screen, if your preview has text overlays.
- Sharp, not mid-transition. Pick a frame where nothing is moving.
- Consistent with the screenshots, so the product page looks designed as a set.
How do I plan a preview around the poster frame?
Hold the key screen still for a second or two somewhere in the preview, with its caption showing, so there's a clean frame to choose. A natural place is right after your opening moment, around seconds 3 to 6. If you use the default, put that still moment at exactly 5 seconds.
Should the poster frame match my first screenshot?
It helps. The poster frame and screenshots often appear together, so a poster frame that repeats your first screenshot wastes a slot. Pick a frame that shows something the screenshots don't, such as a moment of interaction, or that introduces the story the screenshots then continue. Use the same background color and caption style in both so the page feels like one design.
Does the poster frame affect conversions?
It's one of the first images people see, so a clear one can only help. Many developers test different poster frames and previews using App Store product page optimization, which lets you compare variants of your page. Keep the change small, like one different frame, so you can tell what made the difference.
Can the poster frame be a separate image?
No. It must be a frame from the preview itself. Design one moment of the video to work as a still. Apple's Guideline 2.3.4 still applies: the frame is part of a screen capture of your app, with optional overlays.
How do I make the preview itself?
Record the app, then convert it with the App Store Preview Maker, which exports the exact size, 30 fps, and H.264 that App Store Connect accepts. Full walkthrough: how to make an App Store preview video, and design tips in App Store preview best practices.
Where MobileStudio fits
The App Store Preview Maker is one of our free tools. MobileStudio itself turns your app's recordings into polished demos for your website and launch posts. Get MobileStudio.
Quick FAQ
What is an app preview poster frame?
The still image shown before your preview plays and during install.
What's the default poster frame?
The frame at 5 seconds.
Can I upload a custom poster image?
No. It must be a frame from the preview.
How do I change the poster frame?
Edit it on the uploaded preview in App Store Connect.
What frame should I pick?
A sharp, finished key screen, ideally with a caption.
