When you browse the Apple App Store on your iPhone, you are often bombarded with dynamic content. As you scroll through search results or view an app’s detail page, promotional preview videos will automatically begin playing. While this can give you a quick glimpse into gameplay or app features, it can also be incredibly disruptive—especially if you are trying to save battery life, conserve limited cellular data, or simply prefer a quieter, less distracting browsing experience.
The Impact of Auto-Playing Videos
Apple enables video auto-play by default because it increases user engagement and app downloads. However, these videos consume a significant amount of bandwidth. If you are travelling and relying on a strict data cap, scrolling through the App Store’s “Today” tab can quickly eat through your allowance. Furthermore, the constant rendering of video puts unnecessary strain on your iPhone’s processor and battery.
How to Disable Auto-Play in Settings
You cannot turn this feature off from within the App Store itself. The toggle is located in the main iOS Settings menu.
- Open the Settings app on your iPhone.
- Scroll down the main list until you find the App Store section and tap on it.
- Under the “Video Autoplay” section, tap on the option labelled Video Autoplay.
Choosing Your Auto-Play Preferences
You will be presented with three distinct choices regarding how the App Store handles video content:
- On: This is the default setting. Videos will automatically play on both Wi-Fi and cellular connections.
- Wi-Fi Only: Videos will only play automatically when you are connected to a Wi-Fi network. This is an excellent compromise if you enjoy the previews but want to strictly protect your mobile data allowance.
- Off: Videos will never play automatically under any circumstances. You will only see static thumbnail images.
To completely stop the videos, tap Off (a blue checkmark will appear next to your selection). You can now return to the App Store and enjoy a completely static, distraction-free scrolling experience. If you ever want to watch a preview video, you can still simply tap the “Play” button overlaid on the thumbnail image.