App Store screenshot design statistics
What top App Store listings actually do: light vs dark screenshots, caption placement, background colours and screenshot counts — measured from 872 real listings by LaunchShots.
Based on 872 analysed listings. Updated continuously as new apps are analysed. How we measure →
By category
| Category | Apps | Light theme | Caption above | Avg shots | Top background | Avg rating |
|---|---|---|---|---|---|---|
| Entertainment | 129 | 18% | 36% | 5.8 | black | 4.01 |
| Health & Fitness | 78 | 46% | 41% | 6.8 | white | 4.35 |
| Finance | 70 | 30% | 50% | 6.3 | white | 4.11 |
| Shopping | 63 | 46% | 43% | 6.1 | white | 4.33 |
| Photo & Video | 58 | 38% | 38% | 7.1 | black | 4.12 |
| Sports | 49 | 37% | 41% | 5.7 | white | 3.54 |
| Medical | 48 | 54% | 29% | 5.5 | white | 3.42 |
| Education | 45 | 60% | 38% | 5.2 | white | 3.47 |
| Navigation | 35 | 29% | 54% | 5.8 | white | 3.66 |
| Business | 31 | 55% | 42% | 4.9 | white | 3.68 |
| Book | 31 | 45% | 26% | 6.5 | white | 3.46 |
| News | 29 | 48% | 38% | 4.7 | white | 3.16 |
| Food & Drink | 26 | 62% | 42% | 5.1 | white | 3.94 |
| Social Networking | 23 | 30% | 30% | 5.3 | blue | 3.87 |
| Lifestyle | 20 | 45% | 20% | 5.6 | white | 3.73 |
| Utilities | 20 | 55% | 35% | 5.3 | white | 3.30 |
| Games | 19 | 11% | 16% | 6.3 | blue | 4.40 |
| Developer Tools | 18 | 33% | 28% | 4.6 | white | 0.75 |
| Productivity | 18 | 56% | 39% | 5.7 | white | 3.66 |
| Travel | 16 | 56% | 25% | 5.8 | white | 3.39 |
| Reference | 15 | 33% | 27% | 6.3 | white | 4.54 |
| Graphics & Design | 14 | 71% | 57% | 6.1 | white | 4.43 |
| Music | 9 | 44% | 56% | 5.7 | white | 3.46 |
| Weather | 8 | 25% | 13% | 5.9 | blue | 2.49 |
How to read this
A dark theme is the majority choice here, so going the other way is a deliberate way to stand out in search results — where your first screenshot sits next to competitors'. 38% put the caption above the phone; the caption is read first either way, but above-the-phone keeps the text in the thumbnail crop the App Store shows in search. The average listing uses 5.9 screenshots — Apple allows 10, and only 22% use 8 or more, so the later slots are mostly uncontested space for feature depth. Open any listing above to see its exact colours and load them into the editor with one click.
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