Do they want the purchased content in action or the store interface? what if i have a bunch of products that are very similar can I just use a single screenshot for all of them?
In order for the app screenshots to be accepted, your files need to have a 72 dpi resolution without transparency and be saved as either flattened JPEGs or PNGs. We've also summarized below all of the screenshot sizes an app can use on the Apple App Store. iPhone screenshot sizes: iPhone 3 (3.5 Inch): 920 x 640 px.
In-app purchases are extra content or subscriptions that you buy inside an app. Not all apps offer in-app purchases. To check if an app offers in-app purchases before you buy or download it, find it in the App Store. Then look for "In-App Purchases" near the app's price or Get button.
Visit App Store Connect, click your app, then under "In-App Purchases" click Manage. Click your purchase. You should have already filled out all the fields, including the screenshot, and checked "cleared for sale." If you have done that correctly, click on the version of your app in the top left.
An in-app purchase is any fee an app may ask for. Many in-app purchases are optional or give users additional features. Others serve as subscriptions and require users to sign up and pay a fee to use the app – often after an initial free trial.
On Page 85 of the iTunes Connect Developer Guide, it states:
The screenshot should be a clear picture of your in app purchase in action...
This means it has to be some representation of what the user actually gets for the purchase, not how it appears in your store GUI.
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