Mobile App Press Kit Template (2026)

When you pitch journalists or apply for App Store / Google Play featuring, they request a "press kit." Most indie devs scramble to make one and miss what reviewers / journalists actually want.

This is the template. Use it as a starting point.

What journalists / editors actually need

Three things, in priority order:

1. Easy access to high-quality assets (screenshots, video, icon).
2. One-paragraph and one-page descriptions they can adapt.
3. Contact info with response-time commitment.

What they DON'T need:

• Marketing fluff.
• Founder bios longer than a paragraph.
• Hyperbolic claims.
• Asset folders 20 levels deep.

Press kit structure

A working folder structure (host on Notion, Dropbox, or your website):

PRESS KIT
├── README (overview + contact)
├── ASSETS/
│   ├── icon/ (multiple sizes, PNG + transparent)
│   ├── screenshots/ (App Store sizes + retina)
│   ├── video/ (preview video + B-roll)
│   ├── logos/ (full color + monochrome)
│   └── founder photos/ (if applicable)
├── COPY/
│   ├── one-sentence-description.txt
│   ├── one-paragraph-description.txt
│   ├── one-page-pitch.md
│   └── boilerplate.md
└── FACT SHEET (numbers, dates, milestones)

README template

# [App Name] Press Kit

## What is [App Name]?

[One sentence. e.g., "AppHack is a free ASO audit tool for indie mobile developers."]

## Key facts

- Founded: [year]
- Launch: [date]
- Available on: iOS / Android / Web
- Pricing: Free / $[X]/month
- Audience: [target user]
- Geography: [available markets]

## What's unique

[1-2 sentences on differentiation.]

## Recent milestones

- [Latest milestone].
- [Earlier milestone].
- [Earliest milestone].

## Contact

- Press inquiries: [email protected]
- Founder Twitter/X: @yourhandle
- Response time: typically 24 hours

## Assets

- Icon: [/icon/]
- Screenshots: [/screenshots/]
- Video: [/video/]
- Founder photo: [/founder/]

One-sentence description

"[App Name] is [function] for [audience], built for [specific need]."

Examples:

• "ASOhack is a free ASO audit tool for indie mobile developers, built for those who can't afford $200/mo enterprise tools."
• "QuietMind is a sleep meditation app for adults with anxiety, built for fast-falling-asleep without grogginess."

One-paragraph description

[App Name] is [function]. It helps [audience] [specific outcome]. Unlike [generic alternative], we focus on [differentiator]. Available on [platforms], free / starting at $[X]/month. Founded [year] by [founder background snippet].

Example:

ASOhack is a free App Store Optimization audit tool for indie mobile developers. It helps solo founders and small teams improve their App Store and Google Play listings with AI-powered audits, keyword analysis, and screenshot feedback. Unlike enterprise ASO platforms charging $79+/month, ASOhack offers the core audit functionality completely free, no signup required. Available on web at https://asohack.com, with a Pro plan at $18.99/month. Founded 2025 by indie app developers who wanted free ASO tools to exist.

One-page pitch

# [App Name]: [Tagline]

## The problem

[2-3 sentences on what's broken in the world without your app.]

## What [App Name] does

[2-3 sentences on the solution.]

## Why now

[2-3 sentences on the timing/trend that makes this relevant.]

## What's working

[2-3 sentences on traction: user count, growth, notable users.]

## What's next

[2-3 sentences on roadmap / what you're building.]

## About the founder

[1-2 paragraph bio. Real human, no marketing speak.]

## Press contact

[Email + Twitter + phone if available]

Boilerplate

A 50-100 word "about us" you can paste into press releases:

About [App Name]: [App Name] is [function] founded in [year] by [founder name]. Based in [location], the company [what you do]. [App Name] is [size of operation — solo / small team / N people]. The product is [available on platforms / pricing model summary]. Learn more at [URL].

Press releases need this. Use it consistently.

Fact sheet

A quick-reference:

Founded: [date]
Launch: [date]
Founder: [name]
Headquarters: [city, country]
Employees: [N]
Platforms: iOS, Android, Web
Pricing: Free / $[X]/month
Notable customers / users: [if applicable]
Total users: [if you want to share]
Funding: [if applicable]

Asset specifications

What journalists need:

App icon

• 1024×1024 (App Store size).
• 512×512 (Google Play size).
• PNG with transparent background for use in articles.
• SVG if you can.

Screenshots

• App Store sizes: 1290×2796 (6.7"), 1242×2208 (5.5"), iPad sizes.
• Google Play: 1080×1920 typical.
• Both with and without device mockups (journalists prefer no-frame for embedding).

App preview video

• 15-30s native (matching App Store).
• Also a longer 1-2 minute version for embedding in articles.
• Captioned version if your video has audio.

Logos

• Wordmark + symbol: separate files.
• Color and monochrome versions.
• Light + dark backgrounds.

Founder photo (if applicable)

• High-resolution (3000px+ side).
• Professional but not stuffy.
• Square crop available for thumbnails.

What journalists ask about

Common follow-up questions you should be ready for:

• Revenue: do you want to share? Be specific or say "not disclosing."
• User count: same.
• Funding: state explicitly.
• Team size: be honest.
• Tech stack: brief, not exhaustive.
• What was hard: have a story ready.
• What's surprising: have an angle ready.

What to never include

• Bragging without proof.
• Competitor put-downs.
• Vague hand-waving ("disruption", "innovation").
• Long history of every pivot.
• Asset folders that require multiple clicks to find anything.

Where to host

• Notion is increasingly common. Free for public pages.
• Dropbox for assets, link from a Notion or web page.
• Your own website at /press, /media, or /press-kit.
• Google Drive in a worst-case scenario.

The more clicks to get to your assets, the fewer journalists will bother. Single-page is best.

Press kit URL convention

yourdomain.com/press
yourdomain.com/press-kit
yourdomain.com/media

Pick one. Link to it from your footer.

Update cadence

• Quarterly review: are screenshots current? Numbers up to date?
• After major releases: update assets.
• Once a year: refresh founder photo, boilerplate, fact sheet.

Stale press kits damage credibility.

Common mistakes

• No press kit at all. Slows journalist work; lose coverage.
• Burying assets in nested folders. Journalists give up.
• Outdated screenshots. Embarrassing.
• No video. Many articles want video.
• Too long. Brevity beats thoroughness.
• No contact info. Journalists can't reach you.
• Marketing-speak. Journalists filter on sight.

Test it

Before launch, send your press kit to 3 friends who don't know the app. Ask:

• "Can you write a tweet about this?"
• "What questions do you have?"
• "What's missing?"

Iterate from feedback.

Related reading

• Mobile App PR Strategy for Indie Developers
• Product Hunt App Launch Strategy 2026
• How to Get Featured by Apple and Google
• The Indie Mobile App 90-Day Launch Playbook
• Mobile App Launch Marketing Budget Planning
• App Icon Design for ASO 2026
• App Store Screenshot Best Practices

Try the tools

• Free ASO audit — ensure listing matches press kit promises.
• Screenshot Lab — verify visual quality.