How to Localize App Store Screenshots: Complete Guide for iOS Developers

Screenshots: Your Visual Sales Pitch

App Store screenshots are your most powerful conversion tool. Users scroll through them before reading your description, and 60%+ make download decisions based on visuals alone.

When you expand to international markets, your screenshots need to speak the local language—literally.

What Needs Localization in Screenshots

Text Elements

Most effective App Store screenshots include:

• **Headlines** - The main value proposition
• **Subheadings** - Feature explanations
• **Captions** - Contextual information
• **UI text** - If visible in the screenshot

All of these require localization for each target market.

Design Considerations

Beyond text, consider:

• **Reading direction** - RTL languages (Arabic, Hebrew) may need mirrored layouts
• **Color associations** - Colors carry different meanings across cultures
• **Imagery** - Photos of people, places, or cultural elements may need adjustment

The Screenshot Localization Workflow

Step 1: Design for Localization

Before you localize, set up your screenshots for success:

Separate Text from Background:

Create your base screenshots without text overlays. This gives you clean images to localize, rather than trying to cover up English text.

Account for Text Expansion:

German text is ~30% longer than English. Design text areas with padding:

`

English: "Track Your Progress"

German: "Verfolge Deinen Fortschritt"

`

If your design barely fits English, it will break in German.

Use Universal Icons:

Reduce text dependency with clear iconography. A checkmark, calendar icon, or progress bar communicates across languages.

Step 2: Translate Screenshot Copy

Screenshot text is different from description text:

Guidelines for Screenshot Copy:

• 3-7 words per headline maximum
• Action-oriented language
• Immediate clarity—no one reads carefully

Example Transformations:

`

English: "Track your habits daily"

German: "Tägliche Gewohnheiten tracken"

Japanese: "毎日の習慣を記録"

Spanish: "Registra tus hábitos"

`

Step 3: Render Localized Screenshots

You have several options for rendering localized screenshots:

Manual Design Approach:

• Open source files in Figma/Sketch
• Replace text for each locale
• Export each variant
• Time: Hours per locale

Template Approach:

• Create templates with placeholder text
• Swap text programmatically
• Export automatically
• Time: Minutes per locale

AI-Assisted Approach:

• Define text layers once
• AI translates and renders
• Review and push to ASC
• Time: Minutes for all locales

Choose based on your volume and iteration frequency.

Step 4: Review and Quality Check

Before publishing, verify:

• [ ] Text fits within design bounds
• [ ] No truncation or overflow
• [ ] Translations are accurate
• [ ] Cultural appropriateness
• [ ] Consistent quality across locales

Have native speakers review if possible, especially for high-value markets.

Device-Specific Considerations

App Store Connect requires screenshots for multiple device sizes:

Required Sizes (2024)

Pro Tip: Design for the largest size first. Apple can scale down automatically, but you should verify the results look good.

Handling Multiple Device Sizes

If your screenshots are app UI-focused:

• Capture from each device size
• Apply same localized overlays
• Maintain consistent branding

If your screenshots are more marketing-focused:

• Create one set of designs
• Resize and adjust as needed
• Consider device-specific optimizations

Screenshot Localization Best Practices

Do: Prioritize Your Top Markets

You don't need localized screenshots for all 40 locales immediately. Start with:

• Markets with significant user bases
• Languages where screenshots drive conversion
• Regions you're actively targeting

Do: Maintain Brand Consistency

While localizing text, keep visual branding consistent:

• Same color scheme
• Same layout structure
• Same typography (localized font may differ)
• Same overall feel

Users should recognize your brand regardless of language.

Do: Test Different Approaches

Some markets respond to different visual styles:

• US users expect bold, confident messaging
• Japanese users appreciate elegant minimalism
• German users respond to precision and reliability

Consider market-specific variations for your top markets.

Don't: Machine-Translate Screenshot Text

Screenshot copy is highly visible and space-constrained. Awkward translation shows immediately. Use proper localization tools or native speakers.

Don't: Ignore Text Sizing

When text expands, don't just shrink the font. If a headline doesn't fit:

• Rewrite to be more concise
• Adjust layout to accommodate
• Split across multiple lines

Tiny, compressed text hurts conversion.

Don't: Forget About Cultural Context

An image that works in the US might not work globally:

• Hand gestures vary in meaning
• Symbols carry different associations
• Humor doesn't always translate
• Personal space expectations differ in photos

Review localized screenshots for cultural fit.

Uploading Localized Screenshots to App Store Connect

Manual Upload

• Go to App Store Connect → Your App → App Store → Screenshots
• Select locale from sidebar
• Upload screenshots in order
• Save changes

Repeat for each locale. Time-consuming but straightforward.

API Upload

For programmatic upload:

• Use App Store Connect API
• Create screenshot reservations
• Upload binary data
• Commit uploads

Requires development effort but enables automation.

Using Localization Tools

Tools that integrate with App Store Connect can:

• Push screenshots directly to ASC
• Handle all locales simultaneously
• Track versions and changes
• Save significant time

For apps with frequent updates, tooling pays for itself quickly.

Measuring Screenshot Performance

Conversion Rate by Locale

Track the conversion rate (impressions → downloads) per locale. If localized screenshots increase conversion, the effort is validated.

Screenshot Tap-Through

App Store Analytics shows how many users tap to view additional screenshots. If users don't scroll, your first screenshot isn't compelling enough.

A/B Testing

Apple doesn't offer native A/B testing for screenshots. Alternatives:

• Test sequentially (change screenshots, measure impact)
• Use Search Ads creative testing
• Monitor conversion before/after localization

Common Mistakes and Fixes

Your Localization Checklist

Before You Start:

• [ ] Create text-free base screenshots
• [ ] Document all text that needs translation
• [ ] Identify target locales (start with top 5)

During Localization:

• [ ] Translate with context, not word-for-word
• [ ] Check text fits in design
• [ ] Verify cultural appropriateness
• [ ] Maintain visual consistency

After Launch:

• [ ] Monitor conversion rates by locale
• [ ] Collect user feedback
• [ ] Iterate on underperforming markets
• [ ] Update when app changes

The ROI of Screenshot Localization

Localized screenshots can increase conversion rates by 20-40% in target markets. For an app with 10,000 monthly impressions in Germany, that's 2,000-4,000 additional downloads—just from having German screenshots.

The investment is minimal compared to the potential returns. Don't let your global expansion be held back by English-only visuals.