App Store and Google Play Assets Checklist: Screenshots, Texts, Privacy Labels

Many launches are delayed by assets rather than code. A build can be ready on Monday and still wait for a week because nobody has a privacy policy URL, the screenshots have the wrong size or the data declarations are incomplete. This checklist helps you collect everything in advance. Sizes and formats change with new devices, so always confirm exact requirements in App Store Connect and Google Play Console.

Visual assets

• App icon: a square, high-resolution master without transparency or rounded corners drawn in; the stores apply their own masks. Android also uses adaptive icons with separate foreground and background layers.
• Screenshots: real screens of the actual app, in the device sizes each store asks for. Cover the main value in the first two or three images.
• Google Play feature graphic: a banner image used in listings.
• Optional preview video: short, silent-friendly, showing real use.
• Launch screen and splash: simple and consistent with the icon.

Text assets

1. App name and subtitle or short description: clear and honest; each store has character limits.
2. Full description: what the app does, for whom, key features, in plain language.
3. Keywords (Apple): relevant terms, no competitor names, no repetition of the title.
4. Release notes: short, human-written summary of what is new.
5. Localizations: at least the languages of your main markets, written by someone fluent.

Required URLs and contacts

• Privacy policy URL that is public and reachable without login.
• Support URL or email with a real person behind it.
• Marketing URL (optional).
• Account deletion information page, where relevant, for Google Play.

Plan screenshot production as a small pipeline. Capture from a release build on a clean device with demo data, crop consistently, add short captions if you wish and export every required size in one pass, so that later updates are cheap.

Privacy declarations

Apple asks for privacy details, often called nutrition labels, and Google asks for a Data safety form. Both ask what data you collect, why, whether it is shared, and whether it is linked to users. The answers must match your app, your backend and every SDK inside it. This is where AI-built apps often drift, because a generated project may include analytics or crash reporting you did not select deliberately. Review the dependency list with a human, and read our article on GDPR-compliant mobile apps for European context.

Ratings and compliance

• Age rating or content rating questionnaires, answered honestly.
• Export compliance and encryption declarations on Apple's side.
• Target audience and ads declarations on Google's side.
• Demo account credentials and review notes for the reviewer.
• Legal entity details and, for traders in the EU, contact information that the stores may request.

Writing text that works

Lead with what the user can do, not with how clever the technology is. Name the audience, mention the two or three features that matter most and keep claims verifiable. Avoid superlatives, competitor names and phrases the stores treat as keyword stuffing. Read the text aloud; if it sounds like a brochure, rewrite it. For screenshots, show the app in a believable state with realistic data, since empty screens and lorem ipsum make the product look unfinished. Keep a master file of all texts so updates for both stores and all languages happen in one place.

How apprat.io helps with assets

We include store publishing assistance in our app builder, and our AI Code Engineers coordinate the technical parts: correct build metadata, permission strings and declarations that match the code. Agents can draft descriptions and propose screenshot layouts quickly, but a human reads every claim, checks that screenshots show the real app and signs off on the declarations. See the features overview or book a call for free if you want us to review your listing before submission.

A simple timeline

Start asset work when the first stable build exists, not after the last one. Collect URLs and legal texts early, produce screenshots from a release candidate and leave a day for translations. For the account side, read Apple Developer account setup and Google Play Console setup. If your app is a wrapped web app, double-check how it fares against Guideline 4.2 before you pay for polished screenshots.