msc mobile emerging technologies blog

What you need to deploy Apps to Apple iTunes, Google Play and the Windows Store

Posted by Valantis Giogiakas on Feb 9, 2016 3:00:00 PM

Writing software sometimes can be a long progress - especially when we talk about distributed architectures. But after the software is done, there is more to be done before the users can get the software into their hands. Testing, documentation, training and in case of mobile applications, the submission to the app stores.

We recently developed a platform independent app based on SAP in the backend, SQL Anywhere/MobiLink on the middleware and Apache Cordova/UltraLite on the client. This app was submitted to the stores from Apple, Microsoft and Google. In this blog we summarize what requirements there are for each App Store - accounts, texts, graphics and more

Each of the three stores has different requirements for publishing an application. The following is an overview of the required texts, screenshots, icons and other information to successfully submit the apps.

Apple iTunes Connect

Required texts and graphics for the Apple AppStore/itunes

To publish an app to the Apple AppStore, you need to use Apple iTunes Connect. For this you need an Apple ID (these are the same credentials you use to login to iCloud) and an subscription to the Apple Developer website (99 USD/year). The whole publishing process can take up to 2 - 3 weeks.

The applications are submitted with the following URL:

Required Texts

  • Title - max. 30 characters
  • Description - max. 4000 characters
  • Keywords - max. 100 characters (separate with commas)
  • Support URL
  • Version number
  • Rating
  • Copyright

Screenhot Size

  • App Icon (incl. Apple Watch)
    1024 x 1024
  • 3.5-Inch iPhone
    640 x 920
    640 x 960
    960 x 600
    960 x 640
  • 4-Inch iPhone
    640 x 1096
    640 x 1136
    1136 x 600
    1136 x 640
  • 4.7-Inch iPhone
    750 x 1334
    1334 x 750
  • 5.5-Inch
    1242 x 2208
    2208 x 1242
  • iPad
    1024 x 748
    1024 x 768
    2048 x 1496
    2048 x 1536
    768 x 1004
    768 x 1024
    1536 x 2008
    1536 x 2048
  • iPad Pro
    2732 x 2048
    2048 x 2732
  • Mac OS X
    1280 x 800
    1440 x 900
    2560 x 1600
    2880 x 1800
  • tvOS
    1920 x 1080
  • Apple Watch
    312 x 390

Do not include the status bar in the image!

Optional - Videos
If you want to upload a video in order to present your application, you need to be aware of the format. Allowed formats: M4V, MP4 or MOV with a max size of 500MB

Application testing by Apple
Apple will test your application. If the app requires the user to login (which most business apps do), you need to provide a test account to Apple.


Windows Store

Required texts and graphics for the Windows Store from Microsoft

To publish an Application in Windows Store, you need to have a Microsoft Developer Account. It is available in two different flavors:

  1. Individual account
    - Restricted from using certain app capabilities
    - Costs approximately 19 $ (USD) (the exact amount varies on your country or region)
  2. Company account
    - Requires verification through Symantec
    - Greater access to app capabilities
    - Requires that your company is recognized as such in the country or region in which it is located
    - Costs approximately 99 $ (USD) (the exact amount varies on your country or region)
More information about the required account can be found here:

Apps can be published via this URL:

The whole publishing process takes 1 to 2 days.

Required Texts

  • Title - max. 256 char
  • Description - max 10.000 char

Required Graphics

You can upload max. 9 screenshot images, max with 2 MB size each. Accepted format of images is PNG.

  • Desktop screenshots (max. 9)
    1366 x 768 pixels or larger
  • Mobile screenshots (max. 8)
    768 x 1280
    720 x 1280
    480 x 800
  • App tile icon (1)
    300 x300
  • Promotional artwork
    358 x 173
    358 x 358
    1000 x 800
    414 x 180
    558 x 558
    558 x 756
    846 x 468
    2400 x 1200

Application testing by Microsoft
Microsoft will test your application. If the app requires the user to login (which most business apps do), you need to provide a test account to Microsoft.


Google Play Store

Required texts and graphics for the Google Play store

To deploy apps to the Google Play Store, a Google account is required. With it, a developer account can be created. It is 25 USD. More information about how to create an account can be found here:

The URL where you can publish apps is:

Required Texts

  • Title - max. 30 char 
  • Short description - max. 80 char
  • Full description - max. 4000 char

Required Graphics

Two screenshots are required overall and a max of eight screenshots per device type is possible. Accepted format of images: JPEG or 24-bit PNG

  • Hi-res icon
    512 x 512
  • Feature Graphic
    1024 x 500
  • Promo Graphic
    180 x 120
  • TV Banner
    320 x 180
Additionally you can provide a link to a youtube video of your app.

For the Google Play store, it is not required to provide username and password in case a login is needed.

Having all the information available before the deployment will speed up the process. Especially if you need to include the customer or your marketing to provide the right texts and images.


Topics: Windows, Android, AppStore, Google Play, iOS, iTunes