Enhance your presence on the App Store

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TL;DR

• App product pages can now include a Product Page Header that uses marketing images or videos beyond screenshots and app previews.
• Search results can show a custom image or video instead of default screenshots, helping communicate core value before users tap through.
• Asset Library in App Store Connect centralizes screenshots, previews, in-app event media, and new creative assets across platforms, sizes, and placements.
• Approved creative assets can be reused for Product Page Header and Search Results without additional review, and uploads can be automated with the App Store Connect API.

New visual placements on the App Store

The session introduces new App Store placements for richer app marketing visuals. Product pages can now include a Product Page Header, which is the first visual element people see when landing on an app page. This header can use images or videos that express the app's brand or visual identity, rather than being limited to app screenshots and previews.

Search Results can also use a custom image or video instead of default screenshots. These assets should clearly communicate the app's core value and encourage people to tap through for more detail.

• Product Page Header supports images and videos outside normal screenshots and app previews.
• Search Results can show an impactful custom image or video instead of default screenshots.
• Product Page Header, app icon, and screenshots should work together to explain the app experience.
• These placements are available for product page header and search result visuals on iOS 27 and iPadOS 27.

Use assets consistently across acquisition paths

The same marketing visuals can be reused across product pages, search results, Custom Product Pages, and Apple Ads campaigns to create a consistent acquisition experience. For example, an app promoting yoga classes on its website can link to a Custom Product Page that uses matching header visuals, then deep-link people into the yoga offering after installation.

The session recommends tailoring assets for different contexts, such as search keywords or campaign audiences, while keeping the user journey coherent from discovery through install.

• Use Apple Ads to set up creative assets for Today tab or Search Results campaigns.
• Use Custom Product Pages to align visuals with a specific website banner, keyword, audience, campaign, or offering.
• Use deep links after download when appropriate to continue the same experience promoted in the acquisition creative.
• Consider matching Product Page Header and Search Results assets for a seamless customer experience.

Test and optimize visuals

Product Page Optimization in App Store Connect can be used to test different visual approaches and learn which assets perform best with an audience. The examples include testing whether users respond better to an app logo, a core value proposition, or a new feature.

The guidance applies broadly across app categories. Outdoor apps might use aspirational imagery, travel apps might promote destinations, and games might show gameplay or characters.

• Use Product Page Optimization to compare alternate header or search-result visuals.
• Choose assets that communicate the app's value quickly and clearly.
• Adapt the creative strategy to the category and user intent.

Submit assets for review

There are two review paths for these assets. The familiar path is through the app version page: upload the assets with a version, preview the product page appearance, and submit the version for App Review. When the approved version is released, the Product Page Header and Search Results assets go live.

The new path is through Asset Library in App Store Connect. In this flow, creative assets can be uploaded and submitted for review independently, without updating an app version or deciding exactly where the assets will be used later.

• Version-page flow: upload assets on the app version page, preview them, then submit the version for review.
• Asset Library flow: upload creative assets directly to Asset Library and submit them standalone for review.
• The new preview functionality shows how the app will look on the App Store with these assets.
• Preview supports iPhone and iPad, different orientations, and different languages.

Manage creative assets with Asset Library

Asset Library is a centralized place in App Store Connect for managing app assets across platforms, sizes, and placements. It includes existing screenshots, preview videos, in-app event media, and the new marketing images and videos, which App Store Connect calls creative assets.

A key benefit is reuse after approval. Once creative assets are approved, they are available in Asset Library and can be used across Product Page Header and Search Results without additional review. This enables faster changes, such as replacing a summer hiking header with an already approved winter hiking asset and publishing that change directly to the App Store.

• Centralizes screenshots, preview videos, in-app event media, and creative assets.
• Stores assets across platforms, sizes, and placements.
• Approved assets can be reused for Product Page Header and Search Results without another review.
• Pre-approving assets gives teams flexibility to update visuals in real time.

Automation and next steps

Teams can automate Asset Library upload and submission workflows with the App Store Connect API. Apple Ads setup flows can also be automated with the Apple Ads Platform API, which includes open-source client libraries for Swift and other languages.

Recommended next steps are to prepare the images and videos that showcase the app, upload them to Asset Library, use them across the product page and search results, and preview the app before submitting assets or versions for review.

• Prepare brand, feature, or campaign-specific images and videos.
• Upload assets to Asset Library for reuse across Product Page, Search Results, and related placements.
• Preview App Store presentation before submission.
• Use App Store Connect API and Apple Ads Platform API for automated asset and ad workflows where needed.

Resources

• Design your own ads with creative assets
• App Store - What's New
• Creating your Product Page

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