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Show the few moments your mobile app is for (an approval, an alert, today’s numbers) with realistic, fictional company data, because Apple does not accept a bare login screen as a screenshot. Lead with the job the phone does better than the desktop, and keep the design as calm and credible as your product.
What a B2B companion app is really for
Most B2B apps are companions: the desktop product does the heavy work, and the phone handles the moments when someone is away from their desk. That is the story to tell. Nobody needs a tiny copy of your dashboard; they need the approval, the alert, the quick answer.
The people installing are often already customers, sent by a link in an onboarding email. The screenshots still matter, because they set expectations and they are what the wider team sees. Show a populated, realistic workspace: deal names, team members, numbers that look like a real company’s.
For SaaS sold to small businesses straight from the store, the bar is higher: the first frame must explain the product category. “Invoices for contractors” beats “The future of work”.
A five-frame plan for a SaaS app
A SaaS set should show the five moments someone reaches for the app.
Headlines for SaaS apps
B2B headlines should be specific enough that a manager could forward the screenshot.
Colour and style for SaaS apps
B2B sets look credible in navy, slate and white, with your brand colour as the single accent. Data colours (green, amber, red) should keep their meaning.
Store rules for SaaS and B2B apps
Apple says screenshots should show the app in use, not merely a login page or splash screen (2.3.3). Use a demo workspace.
Apps with sign-in must give App Review a working demo account or demo mode, and it should match what the screenshots show (2.1).
Use made-up company names, deals and colleagues (2.3.9). Real customer logos need permission.
If frames show features from a paid plan, make that clear in the listing (2.3.2).
Do and avoid
- Lead with the mobile moment
- Use a realistic demo workspace
- Show approvals, alerts and summaries
- Name security features exactly
- Keep the design calm and credible
- Use a login screen as a frame
- Shrink your desktop dashboard into a phone
- Show real customers’ data or logos
- Write “the future of work”
- Bury the product category
Questions
Can SaaS app screenshots show a login screen?
No. Apple says screenshots should show the app in use rather than a login page or splash screen (guideline 2.3.3). Build a demo workspace and screenshot that.
What should a B2B companion app’s screenshots show?
The moments the phone is for: approvals, alerts and a quick summary, with realistic, fictional company data.
Do screenshots matter if users are already customers?
Yes. They set expectations, they are what the wider team sees, and they decide whether a new user bothers to sign in.
How do I show security features?
Name them exactly (SSO, audit logs, data residency) in a trust frame, and only the ones your plan really includes.
