Enhance your presence on the App Store

Highlight

Apple adds a new Header area to App Store product pages, supports custom images and videos in search results, and introduces Asset Library to decouple marketing asset review from app releases. Developers can upload, review, and replace assets independently.

Core Ideas

Visual upgrades for product pages and search results

Previously, when users discovered your app on the App Store, the first things they saw were screenshots and preview videos. Those assets can show functionality, but they struggle to communicate brand tone or marketing messages.

(00:56) Apple now adds Product Page Header to product pages. This is the first visual element users see after entering the product page. It can use an image or video to present brand visuals, campaigns, or core selling points. The Header works together with the app icon and screenshots, helping users understand the app’s value faster.

(01:48) Search results also change. Previously they showed app screenshots by default. Now you can upload a more striking image or a video so the app stands out in the search results list.

Asset review decoupled from app releases

(05:16) The biggest change is Asset Library. Previously, replacing a product page banner had to be submitted for review together with a new app version, so operations were constrained by engineering release cycles. Asset Library now centralizes screenshots, preview videos, In-App Event media, and new marketing materials called Creative Assets. You can upload Header and search result assets directly and submit them for review separately, without updating the app version.

After approval, these assets can be switched between the product page and search results without another review. For example, you might use a hiking asset as the Header in summer, then switch to a winter version inside Asset Library and publish it directly when winter arrives.

(07:16) This flow also supports automated upload and submission through the App Store Connect API, while the Apple Ads Platform API can automate ad delivery.

Working with Custom Product Pages

(02:30) New assets work even better with Custom Product Pages, or CPPs. Suppose your yoga app promotes a “Summer Yoga Challenge” on the official website, and users click through to the corresponding CPP. You can configure dedicated Header assets for that CPP, keeping the visual language consistent between your website and the App Store. After users download the app, a Deep Link takes them directly to the yoga campaign page, creating a complete path from ad to download to in-app experience.

(03:17) You can also configure different search result assets for different search keywords. Users searching for “yoga” see one visual set, while users searching for “meditation” see another, making search results better match user intent.

Details

Two ways to submit for review

Option 1: Submit through the version page

(04:30) Upload assets on the App Store Connect version page, use the new Preview tool to inspect how the product page looks on iPhone and iPad, in different orientations, and in different languages, then submit them together with the app version after confirming everything looks correct. When the version is approved, the assets go live as well.

Option 2: Submit independently through Asset Library

(05:19) Upload Creative Assets directly in Asset Library and submit them for review independently. This flow does not require updating the app version and does not require preselecting where the asset will be used. After approval, the asset enters Asset Library and can be assigned to the product page Header or search results at any time.

Product Page Optimization supports new assets

(03:38) Product Page Optimization (PPO) in App Store Connect now supports A/B testing with Header and search result assets. You can test different visual directions and see which one persuades your target users more effectively.

Code example: handling a Custom Product Page Deep Link

When users enter the app from an external marketing link, you need to identify the CPP parameter and route them to the corresponding page.

func scene(_ scene: UIScene, continue userActivity: NSUserActivity) {
    guard userActivity.activityType == NSUserActivityTypeBrowsingWeb,
          let url = userActivity.webpageURL,
          let components = URLComponents(url: url, resolvingAgainstBaseURL: true) else {
        return
    }

    // Link format: https://yourapp.com/promo/summer-yoga?cpp=summer_challenge
    if let cppId = components.queryItems?.first(where: { $0.name == "cpp" })?.value {
        Router.shared.navigateToPromoPage(campaignId: cppId)
    }
}

Key points:

NSUserActivityTypeBrowsingWeb identifies Universal Link launch scenarios.
Extract the cpp identifier from the URL query parameters, corresponding to the campaign ID of the Custom Product Page.
Router navigates to the corresponding campaign page inside the app based on the campaign ID.
The corresponding promotional link must be configured for the CPP in App Store Connect for attribution to work correctly.

Code example: showing a StoreKit product page in-app with tracking parameters

When recommending another app inside your app, such as another app in the same portfolio, you can include marketing tracking parameters.

import StoreKit

func presentStoreProductPage(for appID: String, campaign: String) {
    let storeVC = SKStoreProductViewController()
    storeVC.delegate = self

    let parameters: [String: Any] = [
        SKStoreProductParameterITunesItemIdentifier: appID,
        SKStoreProductParameterCampaignToken: campaign
    ]

    storeVC.loadProduct(withParameters: parameters) { [weak self] success, error in
        if success {
            self?.present(storeVC, animated: true)
        }
    }
}