For Apple developers
Edit an effective App Preview.
Practical editing choices that keep your app clear, credible, and easy to follow.
15-30 secondsKeep the full preview within Apple's limit
One ideaLet each scene earn its place
Muted firstMake the visual story complete
End cleanlyHold the final result briefly
Edit for understanding, not spectacle.
An App Preview is short. Every cut, caption, and transition should help someone understand your app faster.
These tips are specific to App Preview videos. They help the footage feel responsive without making the experience look rushed or misleading.
Use captured app experience, not live-action or promotional footage. For AR or visionOS, follow Apple's platform-specific guidance when environmental context is necessary to show a feature accurately.
Keep the pace moving.
Trim pauses longer than about two seconds when they do not help someone understand the screen. Keep necessary holds for reading captions, showing a result, or letting the app finish an important action.
Keep scenes short.
Aim for two to four seconds per scene. If viewers understand the state quickly, move on. If they need longer, use the time instead of forcing a faster cut.
Record deliberate interactions.
Tap, scroll, and swipe at a steady pace. Avoid rushed or unnecessary gestures. Each interaction should show a real part of the app's workflow.
Let animations finish.
Let an important animation reach a clear end state. Do not leave viewers watching a long wait. Trim it or cut truthfully to the completed state, but never edit timing in a way that misrepresents app performance.
Show one idea at a time.
Trying to demonstrate everything makes an App Preview harder to follow. Give each scene one job, then cut anything that does not support it.
Start with the strongest feature.
Capture attention in the first few seconds. Do not save the clearest or most valuable part of the experience for the end.
Use short captions.
Use text only when it adds context the interface does not already provide. Keep it brief, readable, and on screen long enough to absorb.
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Avoid prices, dates, and seasonal statements that will age quickly. Disclose any login, subscription, or in-app purchase requirement for a feature you show.
Keep motion subtle.
Simple cuts, fades, and dissolves help guide attention. Too much animation competes with the app, and transitions must not imply functionality the app does not provide.
Finish with a polished, real result.
Before recording, hide notifications, personal information, debug menus, and unfinished content. Use fictional, believable data instead of empty placeholders whenever you can.
Show only content you have the right to use, and keep every scene appropriate for all ages.
Preview without sound.
Your App Preview should make sense when muted. If audio explains something important, support it with the right visual context or a short caption.
End cleanly.
Avoid abrupt cuts. Give viewers a brief moment to absorb the final screen before the video ends.
Remember
The best edit stays out of the way. It makes the app feel clear, useful, and ready to use.
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