The 2026 App Store Product Page: Every Surface, Measured

What did Apple ship for App Store product pages in October 2026? On October 5, 2026, Apple turned on the “creative assets” it presented at WWDC26 in June and told developers to plan for on August 5: a product page header, an image of exactly 3840 by 1646 pixels (21:9) or a 5 to 30 second video, and a search results asset, 3:2 at any size from 1920 by 1280 to 3840 by 2560, that shows in search “Instead of showing the default app screenshots”.¹²³⁴ People see both on iOS 27 and iPadOS 27 or later.⁵ The same day Apple opened the Asset Library, where images and videos are uploaded once and approved ahead of use; a preview tool that shows the product page and the search result before you submit; and uploads for iPhone Duo, whose screenshots every app submitted from April 2027 will need.¹⁶⁷ For an app’s page it means two things. The top of the page and the search result are now art you choose rather than your first screenshots, and once a creative asset is approved, swapping it on a live version needs no new submission.⁵³ Custom product pages (up to 70 per app) and product page optimization (up to three treatments, up to 90 days) can carry the new assets too.⁸⁹¹⁰

TL;DR

• Two new slots, live since October 5. The product page header (3840 by 1646, 21:9) and the search results asset (3:2, 1920 by 1280 up to 3840 by 2560) take an image or a 5 to 30 second video; one 16:9 “universal” PNG of 5244 by 2950 can fill both. Help accepts JPEG for the header image; the API’s catalog accepts only PNG.⁴¹¹¹
• One library, two review paths. The Asset Library holds every screenshot, preview and creative asset. After an app has an approved version, an asset can be submitted on its own, and an approved creative asset (a header or a search results asset) can be published to the live version’s page without a new version; screenshots and previews still go to review with a version. Before the first approval, everything rides with the first version.⁵¹²
• iPhone Duo uploads are open, and the documented API path is the asset library. The Duo takes 1398 by 2034 (outer display) and 2007 by 2853 (inner) screenshots, in either orientation, and the same 886 by 1920 preview as other modern iPhones; Duo screenshots are required for submissions from April 2027. Apple documents Duo uploads through the new asset library, and the 4.5.1 OpenAPI file’s screenshot and preview enums have no Duo value. The live service is ahead of the file: a read of the deprecated screenshot-set resource returned our Duo set as APP_IPHONE_DUO. Whether that resource accepts a new Duo set is untested, since I made no writes.^13146151617
• The older surfaces grew. Custom product pages went from 35 per app, the number Apple gave at WWDC21, to 70 on October 28 or 29, 2025 (Apple’s release notes and its news item differ by a day), with keywords; a custom product page’s deep link works on iOS 18 or later. Product page optimization still runs up to three treatments for up to 90 days and calls a result at 90% confidence.^1871989
• Apple’s own pages disagree in at least ten places a builder will hit. One test at a time or several, which app states may test, who may use the Asset Library, how early to nominate, whether keywords count characters or bytes, which iPhone screenshot class is required, whether alpha is allowed, whether the header image may be JPEG, what frame rate and audio a preview needs, and what “Archived” means. Each is below with both sources.^{9205122122232413114142526}
• None of our pages has a header or a search results asset, by the API’s own read. The read Apple documents for listing a page’s placements, made on October 7 on all 258 localizations of our live versions and of the two versions waiting for review (not Reps’ tvOS 1.6.3, in review that morning), returned 2,073 placements, every one a screenshot: no header, no search results asset, no preview. Whether a header published in the console shows up in that read is unverified until one of ours exists. Apple publishes no safe area in pixels; the safe areas below are my measurement of Apple’s Sketch template.²⁷²⁸²⁹
• What this gives our apps. On October 7 our account held 28 apps, 9 of them live; not one had a product page optimization test or an app preview, Kiradex alone had iPhone Duo screenshots, none had a header or search results asset placed, and only Reps’ event media were creative assets in any library. The last section is the kit every app’s agent now builds, with the read or the script that proves each item done.³⁰³¹

1. What Apple shipped, and when

Every date below comes from a page Apple dated: a news item, a release note, a WWDC session’s year, or the App Review Guidelines’ own “Last Updated” line. Apple’s marketing pages under /app-store/ and its Help pages carry no dates of their own, so where a rule matters I give the date I fetched it, October 7, 2026 (UTC), with the page.³²

The October 5 release note says it in one line: “You can now use creative assets to highlight your brand identity, promote seasonal updates, and showcase new app or game across the App Store,” naming product page headers, search results and in-app events.⁷ The news item that day adds the preview tool, “With support for Dark Mode, as well as different devices and orientations,” and the Asset Library, where you can “submit creative assets for approval today to use in a future seasonal campaign, then immediately use them once you’re ready.”¹ Apple’s What’s New page marks the creative assets, the Asset Library and the preview tool “Now available.”¹⁰ The August 5 item had said “As we announced in June,” which ties the October launch to the WWDC26 session; the session page itself shows no date, and the session sits in the WWDC26 collection, which opened June 8.²³⁶³

Two of Apple’s own pages have not caught up. The marketing page “Creating Your Product Page” (/app-store/product-page/) still opens with “You can now take advantage of product page optimization, and create custom product pages” and does not mention the header, creative assets or the Asset Library.²³ The “Promoting your apps” page still offers “up to 100 promo codes per in-app purchase,” which the March 27 release note retired.⁴⁰⁷

Where this site said otherwise, and what changed. The September 22 post App Store Screenshots That Sell the Why announced the creative assets as coming: “to be submitted through a new Asset Library and checked in a product page preview tool, both listed as coming this fall.”⁴¹ They came on October 5, and this post is the follow-through. Two lines in that post describe Apple’s screenshot page as it stood on September 22 and no longer match it on October 7. Then, in that post’s words, the page marked the 6.5-inch size as required only when the 6.9-inch set was missing, and the Duo row was “listed but not yet accepting uploads.”⁴¹ Now the page names classes instead of inches (“iPhone with Dynamic Island (large display)” and so on), its required-size line asks for “At least one screenshot for iPhone with Dynamic Island (medium display),” and the Duo’s upload note is gone.¹³ The iPhone Duo day-two post of September 10 told readers that Duo uploads would open later this year, which was Apple’s wording that day. Uploads opened on October 5. Five places in that post said otherwise, its list of what I would use today, its FAQ answer on Duo screenshot sizes, its note on Apple’s September 9 release note, its paragraph on the app preview row and its paragraph on the community mock-up tools, and all five were corrected on October 7, 2026 with dated notes.⁶⁴² Prepare Your App for iPhone Duo, of October 2, still treated the uploads as unopened in its TL;DR, its status table, its October 4 re-check under that table, two passages of its section on submitting and its FAQ answer on screenshot sizes, and those six were corrected the same day too.

2. The product page in 2026, surface by surface

Apple now sorts what you put on the page into three kinds. “App previews and screenshots showcase your app in-use or gameplay, while creative assets can be used to highlight your brand, promote seasonal offerings, showcase new content, and more.”⁴³ The creative assets are “optional and separate from your app’s screenshots, app previews, In-App Purchase and Subscription images, and any promotional artwork requested by editorial teams,” and Help describes them as “distinct from the in-use functionality requirement in app previews and screenshots.”⁵ The specification page lists three of them: “Creative assets include product page header, search results, and in-app event cards.”⁴

Every canvas at one scale, drawn by script from Apple’s Help specifications and the API’s reference catalog.^4131411

The product page header

“When someone lands on your product page, the first thing they’ll notice is your header.”⁴³ In the WWDC26 session’s words it is “the first visual element people will see when they land on your app,” and it can be an image or a video.³ Apple pitches it for brand and season: “Use video or images to express your brand, seasonal offerings, exciting new content, and more to set the tone for the rest of your product page.”⁴³

The search results asset

“Your search result asset is the first thing people experience when they find your app or game through the Search tab, before they ever reach your product page.”⁴³ It replaces what search shows by default: “Instead of showing the default app screenshots, you can use an impactful image or video, to make your app stand out in the Search Results.”³ Apple’s What’s New page adds the Games app: “Reach people in relevant search results on the App Store and in the Apple Games app.”¹⁰ Leave it empty and nothing breaks: “If you choose to not use a search result creative asset, your In-App Events, app previews, and screenshots will appear.”⁴³

One file for both: the universal asset

A 16:9 PNG of 5244 by 2950 pixels can fill both slots. Help: “If you upload a universal creative asset, you can use it for both your product page header and search results placement. Otherwise, select dedicated assets for each.” The console’s shortcut, “Use header asset in search results,” is “only available for universal creative assets.”⁵ Apple’s specification table prints the 16:9 row under each placement without naming it; the API’s catalog names it, marking the 5244 by 2950 specification universalAsset: true and compatible with both placement types.⁴¹¹ There is no universal video: the catalog lists no 5244 by 2950 video specification, so on my reading a universal asset is always an image.¹¹

Two disagreements sit in that table. Help accepts JPEG for the header image and the API’s catalog does not, so a header made as PNG satisfies both.⁴¹¹ And the catalog’s short names encode a 10 second minimum for the header video and 15 for the search video (t10~30, t15~30) while the same entries’ structured duration fields say 5 to 30 seconds, as Help does; I trust the structured field and Help over the name.¹¹⁴

Who sees them. “Creative assets support both images and videos, and are available for iOS and iPadOS apps and games running iOS 27 or iPadOS 27 or later.”⁵ On my reading “running iOS 27” describes the shopper’s device, not your deployment target, and no page I saved names a Mac, Apple TV, Apple Vision Pro or Apple Watch placement.⁵⁴³

Per language. Apple’s best practices say of text on these assets, “Be sure to localize for all languages your app supports,” and the console’s preview works “across different orientations and languages.”⁴³⁵ No Help step describes uploading a header per language, but the API attaches every placement to a localization, so the data model is one header per language per surface.²⁷

Safe areas. Apple publishes none in pixels. Its rule is qualitative: “Design key elements with a safe area in mind to accommodate different devices and orientations. Be sure your focal point artwork is within the center of your composition to prevent any unwanted clipping.”⁴³ Apple’s Sketch template for these assets does draw a rectangle labeled “ART SAFE AREA” on each canvas, and I measured them from the file’s layers.²⁹

The “ART SAFE AREA” rectangles in Apple’s Sketch template, as I measured them; Apple states no safe area in pixels.²⁹

Two cautions on those numbers. Some group frames in the Sketch file are stale, so the figures are the drawn rectangles inside the safe-area groups; and I did not open Apple’s Photoshop or Pixelmator templates to cross-check the universal canvas’s high safe area.²⁹ On my reading the safe areas are small because the same file is cropped differently across iPhone, iPad and orientation, which is what the preview tool is for.⁴³¹

Templates. Apple’s best-practices page links Figma, Photoshop, Pixelmator and Sketch templates for the header and the search result; the August 5 news item named the first three, and the Sketch file I downloaded was last modified August 28, 2026.⁴³²²⁹

Apple Ads, not yet. The same assets are meant for ads, but the Apple Ads page reads “Coming soon to Apple Ads” and says approved assets will be usable “at a later date”; “Videos can only be used in search results ads,” “Videos can be uploaded with or without audio, but audio will not play,” and Apple Ads runs its own review of ad creative.⁴⁴

Featuring. Apple’s best-practices page says creative assets appear “when your app is featured,” and a WWDC26 group lab summary says the new assets “also appear in featuring placements”; neither names which placements.⁴³⁴⁵

Screenshots, by device class

The counts have not changed: “You can have up to 10 screenshots on your product page. Depending on orientation, up to three screenshots can appear in search results.”⁴³ Help: “You must include at least one screenshot and can upload up to 10 screenshots per device size in .jpeg, .jpg, or .png formats,” and “Images can’t include alpha channels or transparencies.”¹³ Scaling saves work: “If your app’s user interface is consistent across multiple device sizes and localizations, you only need to provide screenshots for the highest required resolution. App Store Connect automatically scales them down for smaller device sizes.”¹³

Source: App Store Connect Help, Screenshot specifications, fetched October 7, 2026, lines 33 to 283 (iPhone), 347 to 449 (iPad), 535 to 551 (Mac); placement groups from the live reference catalog.¹³¹¹ The page also lists the 4-inch and 3.5-inch Home Button iPhones, the 12.9-inch, 10.5-inch and 9.7-inch iPads, Apple TV (1920 x 1080 or 3840 x 2160), Apple Vision Pro (3840 x 2160) and six Apple Watch sizes, with the rule that “You must use the same screenshot size for Apple Watch consistently across all localizations for the app.”¹³

The iPhone Duo rows. Apple prints the Duo as the first iPhone card with a size card and nothing else: no device list, no requirement and no fallback note.¹³ Outer 1398 by 2034 and inner 2007 by 2853, both orientations, are the numbers this site’s iPhone Duo developer post worked out in points, and nothing on Apple’s pages as fetched October 7 contradicts them; the API’s display class lists the Duo’s screen dimensions as the same pair.⁴⁶¹¹ Apple’s catalog labels the four Duo specifications 3:2 and 2:3, but 2034 over 1398 is 1.455 and 2853 over 2007 is 1.42, so on my reading the label is a bucket, not a ratio to design to.¹¹ What a Duo shopper sees on a page with no Duo set is not documented on any page I saved.¹³

Which iPhone class is required: Apple’s pages disagree. The top of the Help page says: “iPhone: At least one screenshot for iPhone with Dynamic Island (medium display).”¹³ The same page’s Face ID (large display) row says it is “Required if app runs on iPhone and screenshots for iPhone with Dynamic Island (large display) aren’t provided,” and the release note of September 11, 2024 says you are “only required to provide a single screenshot” for iPhone, naming the 6.5-inch or the 6.9-inch size.¹³⁷ The medium-display line is the newest wording; I have not verified which rule App Store Connect enforces at submission. Six of our seven live iPhone apps carry a 1320 by 2868 set on their approved versions, the largest size of the large Dynamic Island class, which Help says scales down to the smaller classes. The seventh, Tappy Color, carries six frames at 1290 by 2796, another size in the same class, beside six at 1242 by 2208, the large Home Button class.³⁰⁴⁷¹³

Alpha: Help and the API disagree. Help forbids alpha for every screenshot.¹³ The API’s catalog marks 35 older specifications alphaAllowed: true, among them every Home Button iPhone size, the 10.5-inch and 9.7-inch iPads, Mac, Apple TV and Vision Pro; every Dynamic Island, Face ID, 13-inch, 11-inch and Duo specification allows none.¹¹ Make new screenshots without alpha and both agree. The catalog also labels the Mac sizes 16:9 where Help says 16:10 (2880 over 1800 is 1.6), and gives a 524,288,000-byte maximum for every image, a limit Help does not state for screenshots.¹¹¹³

App previews

“App previews are optional. You can upload up to three app previews per supported device size and language for iOS, macOS, tvOS, and visionOS apps.”¹⁴ They autoplay, and they come first: “App previews always appear before screenshots on iPhone, iPad, Mac, and Apple TV,” even if reordered, with one exception in the same paragraph of Help: “If a preview video uses an aspect ratio different from your screenshots,” it appears in the page’s A Closer Look section instead.¹⁴ And “up to three may appear in search results.”¹⁴⁴³

The audio row matters for anyone generating previews. Help describes audio formats but never says a preview must have sound; the API marks every preview specification audioRequired: true, and its video article warns that a file with “no audio track where audioRequired is true, fails processing rather than being rejected up front.”¹⁴¹¹⁴⁸ A silent preview therefore needs a silent stereo track, and its frame rate has to sit between 23 and 30 fps to satisfy both pages.¹¹¹⁴

The Duo has no Duo-shaped preview. Its row lists the device resolutions 2034 by 1398 and 2853 by 2007, labeled “(19.5:9 aspect ratio),” and accepts the same 886 by 1920 file as every Face ID and Dynamic Island iPhone; the label fits neither Duo number, as the day-two post already noted.¹⁴¹¹⁴² How the App Store fits that file to the Duo’s displays is not documented.¹⁴

Apple’s previews page adds the content rules: “App previews must show only content within the app itself. Don’t film people interacting with a device, such as an over-the-shoulder angle or fingers tapping the screen.” “Avoid any seasonal or timely references that will age your video,” Apple’s examples being “new for spring” and dates. If features need a purchase, a subscription or a login, “you must disclose this.” And: “If you change the poster frame on an app preview that’s already approved, you’ll need to submit a new version of your app preview.”⁴⁹

Promotional text, and the other text fields

“Your app’s promotional text appears at the top of the description and is up to 170 characters long. You can update promotional text at any time without having to submit a new version of your app.”²³ Help puts it “above your description on the App Store for customers with devices running iOS 11 or later,” and Apple warns that “promotional text doesn’t affect your app’s search ranking so it should not be used to display keywords.”²⁴²³ It is the only text on the default page you can change between versions. No page I saved says whether App Review looks at an edit to the default page’s promotional text; on a custom product page it is reviewed with the page.⁵⁰

The keyword row is one of Apple’s disagreements: the marketing page counts characters, Help counts bytes. On my reading bytes is the binding limit for any locale whose characters take more than one byte, so a Japanese or Korean keyword list fills up sooner than its character count suggests.²³²⁴ The API’s schema encodes none of these lengths: no maxLength appears on any of these strings in the OpenAPI file, so the limits are written only in Help, and whether the server enforces them is untested, since I made no writes.¹⁶

In-App Events

“In-App Events are timely events within apps and games,” and they appear “On your product page, which displays all of your currently published events,” in search, and in editorial selections on the Today, Games and Apps tabs.⁵² In search the card shows “for users who have downloaded your app, while screenshots show for those who haven’t downloaded your app.”⁵² They exist only for iPhone and iPad apps.²¹

Events are reviewed (“In-app events must be approved before they are visible to users”) and, without an app version, “reviewed together with the latest version of the selected platform.”⁵³⁵⁵ Once an event is published, “you can modify only the start and end dates”; after it begins, only the end date.⁵⁶ Apple names what does not qualify: “Repetitive activities such as daily tasks or rewards,” “Price promotions that don’t introduce any new content, features, or goods,” and “General promotions that raise awareness about your app or game.”⁵² Its media rules pull against the creative-asset pitch: “When possible, avoid using text or logos in your media, especially if they include your event name or app name,” and “Don’t add borders or gradients to your media.”⁵² Whether a creative asset used as event media is held to that text rule is not stated on any page I saved.

Featuring Nominations

“To nominate your app to be featured, whether it’s a new launch or an exciting update, submit your plans through App Store Connect.”²¹ There are three types, New Content, App Enhancements and App Launch; a nomination can name up to 10 related apps and 5 supplemental URLs, and a CSV import takes up to 50 at once with a 60-character name and a 1,000-character description.²¹⁵⁷ It is not App Review: the editorial team reads it, and “if it’s a fit, we’ll reach out to the email address you provide.”⁵⁷

How early: four answers. Help: “we recommend submitting plans as early as possible, with a minimum lead time of 3 weeks.” The nominations template: “Make sure to submit and finalize your plan at least three weeks in advance.” The getting-featured page: “please give our team a minimum of two weeks notice. For wider featuring consideration, we recommend submitting a nomination up to three months in advance.” The discoverability page’s story form: “let us know six to eight weeks in advance of your launch.” None of the four pages carries a date.^21572258 On my reading three weeks is the floor to plan to, since two of the four pages state it as a minimum.

What the editors weigh, by Apple’s list, ends with the page this post is about: “App Store product page. Compelling screenshots, app previews, and descriptions, as well as positive ratings and reviews.”²²

Promo codes, briefly

“You can request up to 100 promo codes per version of each platform your app supports,” each valid four weeks and usable once, and customers who redeem one “can’t rate or review the app.”⁵⁹ Codes for In-App Purchases ended: the October 29, 2025 news item said “starting March 26, 2026,” and the release note of March 27, 2026 says they “are no longer supported.”¹⁹⁷ Offer codes replace them.¹⁹

3. Custom product pages

A custom product page is another version of your page with its own URL: “Publish additional versions of your App Store product page, each of which highlights a feature or specific content from your app and has a unique URL to share.”⁸ Help lists what can differ: “Each custom product page can include different screenshots, previews, promotional text, and keywords, and is localizable and shareable through a unique URL.”⁶⁰ The 2026 addition is the header. The WWDC26 session showed a custom page whose header matches a website banner (“Now, you have the ability to customize the header”), Apple’s What’s New page says to use the creative assets “on your custom product pages,” and the API’s catalog gives custom product pages one header and one search results placement per localization.³¹⁰¹¹ Apple’s custom product page Help and marketing pages, fetched October 7, do not yet mention headers.⁶⁰⁸

How people reach one. By link: “The unique URL adds a new product page ID parameter to the default product page URL.”⁸ By ad network: the page ID goes in as “customProductPageIdentifier with SKOverlay”, or as a parameter of SKStoreProductViewController.⁸ By search, since October 2025: “Custom product pages with keywords assigned to them can appear in search results for those selected keywords instead of your default product page.”¹⁹ By Apple: custom pages “can appear in editorially curated stories and collections on the Today, Games, and Apps tabs” and can back Apple Ads variations.⁸⁶² Otherwise nobody sees them: “Custom product pages are only visible to people if they follow a custom product page link, or if you choose to make your custom product page visible in App Store search results by adding keywords.”⁶⁰

Review. “Any metadata included in your custom product pages must be submitted for review, which you can do independent of an app update.”⁸ Before an app’s first approval, a custom page has to go in “the same submission as your first iOS app version.”⁵⁰ During review the page is locked: “You can’t modify a custom product page’s screenshots, previews, promotional text, or keywords, while it’s under review.”⁵⁰ After approval, “An approved custom product page can be edited and submitted for review without affecting its unique URL. Changes are published automatically upon approval by App Review.”⁶⁰ Assigning keywords alone needs no review (“as long as you’re just assigning keywords, you can make this live without needing to submit for review”), but a page is searchable only once it is approved and set visible.⁶³⁶⁰ Disabled or deleted pages redirect to the default page.⁶⁰

What they are for. Apple’s examples are campaigns: one sports team in an email, the yoga classes on a website whose banner becomes the header and whose deep link opens the yoga section.⁸³ Apple’s own number for the effect is “Developers see a 2.5 percentage point increase on average when referring people to a custom product page. This is a 156% increase compared to the 1.6% average conversion rate on default product pages,” with no date or method stated.⁸ Product page optimization does not run on them: “Product page optimization tests aren’t available for custom product pages or for product pages on the App Store for Apple Watch or iMessage.”⁶⁴ On my reading that makes a custom page the tool for a known audience you send somewhere, and a test the tool for the default page everyone else lands on.

Changing your primary language has a trap here: “If your app has a custom product page configured, you must also have uploaded screenshots in the language for each custom product page.”⁶⁵

4. Product page optimization

Product page optimization is Apple’s A/B test of the default page: “Test up to three alternate product page versions against your original, view the results in App Analytics, and set the best performing version to display to everyone on the App Store.”⁹ Treatments are “shown to a percentage of randomly selected people on the App Store in iOS and iPadOS 15 or later, who will see the same treatment for the duration of your test.”⁹ In 2026 a treatment can carry the new assets: the treatment editor now has a “Header and Search Results” tab beside “App Previews and Screenshots,” the API’s catalog gives each treatment localization one header and one search placement, and Apple’s best practices say “you can use product page optimization to test alternative header visuals and see which performs best.”⁶⁶¹¹⁴³

Where Apple’s pages disagree. On how many tests: the marketing page says “You can create one test at a time which will run for up to 90 days,” while the Analytics help answers “Can I run multiple tests simultaneously on different elements?” with “Yes. You can test different product page elements (screenshots, description, preview video, etc.) in separate tests at the same time.”⁹²⁰ The same Analytics page lists “descriptions” among the things a test can change, which no other page I saved does, and suggests “extending your test beyond 90 days if possible,” against the 90 days that the marketing page and two Help pages, Create a test and Run a test, state as the limit, and that the Analytics page itself treats as the window elsewhere on the page.^2096768 On which apps may test: the overview Help says “Your app must be in the Ready for Distribution state to test its product page,” while the create-a-test Help allows “a Pre-Order Ready for Distribution or Ready for Distribution status” and adds “and is live on the App Store.”⁶⁴⁶⁷ All of these were fetched the same morning. On my reading the safe plan is one test at a time, on a live app, for no more than 90 days.

Review. “Before you can publish your test, any new metadata that you’d like to include in your treatments must be approved by App Review.” Tests without alternate icons “can be submitted for review independent of a new app version.”⁹ Reordering screenshots already on the store, or only changing the icon, needs no resubmission.⁶⁶ Whether an already approved Asset Library header chosen with Browse Assets skips review inside a treatment is not stated on any PPO page; on my reading it should, since Apple’s WWDC26 session says approved assets are ready for the header and search placements “without going through additional reviews.”³

The statistics Apple shows. The test appears in Analytics once “at least five first-time downloads are attributed to the test.”²⁰ Results use “Bayesian techniques designed specifically for App Store product page data,” a results table of “Unique Impressions,” “Conversion Rate,” “Improvement” and “Confidence,” and four statuses: Performing Better, Performing Worse, Collecting Data and Likely to be Inconclusive.²⁰ “When a treatment reaches 90% confidence, it may be labeled as Performing Better or Performing Worse,” and the credible interval is “a 90% probability that the true value falls within this range.”²⁰ Apple’s advice: wait to apply or stop “until at least one treatment has been declared to be performing better or worse than the baseline with at least 90% confidence,” and, from its Tech Talk, run “for at least one week and in seven day increments.”⁹⁷⁰

What a test can and cannot tell you. It can tell you which of up to four versions of the default page converts better for the localizations you included, at 90% confidence, if your traffic gets there in 90 days; “Likely to be Inconclusive” exists because many apps’ traffic will not.²⁰ On my reading it cannot tell you why, cannot test a custom product page, cannot speak for shoppers outside the included localizations, and with fewer than five attributed first-time downloads it tells you nothing at all.⁶⁴²⁰

5. The Asset Library, and how review works now

“Use Asset Library to submit and manage your app’s images and videos across platforms, sizes, and placements, including app previews, screenshots, and custom creative assets like the product page header and in-app event cards.”⁵ It is a sidebar item in App Store Connect, and every surface that takes media (the version page, custom product pages, test treatments, In-App Events) now has a Browse Assets button that opens it.⁵⁶⁰⁶⁶ Each asset’s detail view shows “which App Store features and placements the asset is compatible with” and “where this asset was most recently used.”⁵ One asset can back many placements, and “The poster frame set applies to everywhere the asset is used.”⁵²⁶ No page I saved gives a limit on how many assets a library holds.

Stand-alone review. The new review path sends an asset to review without a version, on two conditions in Apple’s text: the app already has an approved version, and the item the asset is assigned to is not already part of an active submission. Apple’s rules, from the Help page on submitting from the Asset Library:¹²

• “First app version: If your app doesn’t yet have an approved version, include your assets in the same submission as your first app version.”
• “Subsequent updates: After your app has an approved version, you can submit standalone assets directly from the Asset Library without creating a new app version.”
• “Assets assigned to other items: When you submit an app version, Custom Product Page, Product Page Optimization test, or In-App Event, any assets assigned to it are automatically included in that submission and reviewed together.”
• “Submission restrictions: An asset can’t be submitted on its own through the Asset Library if the item it is assigned to is already part of an active submission.”

A stand-alone asset is judged against the app as it is: “Standalone assets are reviewed against your app’s latest version.”⁵ Once approved, a creative asset can go onto a live page with no new version: “If your app’s current version is already live on the App Store, you can update its creative assets with approved assets without submitting a new version,” by choosing the asset with Browse Assets and clicking Publish.⁵ The WWDC26 session demonstrated exactly that, a summer hiking header swapped for a winter one, “publishing changes directly to the App Store without a new submission.”³

Which file reaches which slot. The console says assets are usable across touchpoints depending on their size (my observation of the Asset Library page on October 6, 2026); that sentence is on no public page I found. The public version is the API’s reference catalog, which lists, for every specification, the placements it can fill.¹¹⁷¹

Source: live read of the reference catalog, GET /v1/appAssetLibraryRefData, October 7, 2026, 05:51 UTC.¹¹ A screenshot never fills a creative slot and a creative asset never fills a screenshot slot: the category (APP_SCREENSHOTS_AND_PREVIEWS or CREATIVE_ASSETS) is fixed when the file is reserved.¹¹²⁶

Statuses. Help lists Uploading, Processing, Prepare for Submission, Ready for Review, Waiting for Review, In Review, Accepted, Approved, Rejected and Archived.²⁵ Accepted means accepted while something else in the submission was not: “All items in the submission must be accepted before any can be published.”²⁵ Help and the API define Archived differently. Help: “The asset belonged to a previous app version and has been replaced by a newer one.” The API: “You retired an approved asset from active use.”²⁵²⁶ You can delete an asset “only when its status is Prepared for Submission” (the status page spells it Prepare for Submission), and “Archived assets can’t be used in new placements.”⁵²⁵

Who may use it: three answers. The Help page on managing assets: “Required role: Account Holder, Admin, App Manager, or Marketing.” The Help page on submitting them: “Required role: Account Holder, Admin, or App Manager.” The API article lists only ACCOUNT_HOLDER, ADMIN and APP_MANAGER for managing the library through the API.⁵¹²²⁶ On my reading a Marketing user can upload in the console but not submit, and an API key with the Marketing role is not documented to work at all.

6. Apple’s rules, quoted

These are the sentences an asset is judged against, in Apple’s words. The best-practices page says they “reflect our overarching policies as well as how we evaluate artwork for featuring, so you can put your best work forward.”⁴³

The asset best practices, as rules

From Apple’s App Store asset best practices, fetched October 7, 2026; every line applies to screenshots, previews and creative assets alike unless it names one.⁴³

What may appear in any asset

• “Don’t include specific pricing, discounts, website URLs, copyright symbols. This ensures your content remains relevant to a global audience and more evergreen.”
• “Avoid claims that can’t be verified, such as awards or recognition that your app or game hasn’t actually received.”
• “Don’t include logos or references to other platforms or marketplaces.”
• “Please don’t include any Apple-designated recognitions,” Apple’s examples being “Editor’s Choice, App of the Day, Game of the Day, or Apple Design Award winner, as many of these already appear alongside your app or game in search results, as well as on your product page.”
• “While you may depict content outside of your app or game in use, it must still relate to its general functionality.”

Audience

• “Assets displayed on the App Store must meet a 4+ age rating, even if your app’s rating is higher and it’s intended for an older audience.”
• “Keep violent content in check. Games that include violence may use action imagery, but must avoid depictions of gore, graphic imagery, or weapons that are pointed directly at a person or the audience.”
• “You can localize your metadata, including images and videos, to tailor your content to each region or country in which you offer your app or game.”

Images

• “Consider using the latest UI and reflecting your app or game’s aesthetic. Aim for strong composition and a clear focal point for each asset.”
• “If using text, use a short phrase that enhances your visual rather than describes it. Be sure to localize for all languages your app supports.”
• “Design key elements with a safe area in mind to accommodate different devices and orientations.”

Video

• “Select an impactful poster frame.”
• “Start strong. Lead with your value proposition or most compelling feature.”
• “Avoid quick cuts and fast-moving visuals, as these can be difficult for people to follow and may not be accessible for everyone.”
• “Loop seamlessly. Videos autoplay and repeat, so people may see the loop multiple times.”
• “In most cases, audio is muted by default, so your creative must work silently first.”

By surface

• Header: “Focus on a single, clear idea. Visually dense or cluttered assets dilute your impact.” “Design with a first-time visitor in mind.”
• Search result: “State the obvious. Since people tend to look for something specific when using search, be sure your app or game’s purpose is obvious at a glance.” “Showcase the firsthand experience.”
• In-App Events: “You need media for the event card (16:9 landscape) and the event details page (9:16 portrait).” “Design your media to complement the badge rather than duplicate it.”
• Screenshots: “Stay focused on the core user experience,” then “avoid using the entire asset to highlight general accolades or call-to-action statements.” “Lead with your best features.”
• App previews: “Use real-UI or gameplay.” “Tell a complete story.”
• All together: “consider using similar visual style, such as color palette, iconography, fonts, message, and tone.”

Screenshots in App Review: more than half in use

Guideline 2.3.3: “Screenshots should show the app in use, and not merely the title art, login page, or splash screen.”³⁷ On October 5 Apple published new Help for it, linked from that day’s news as “new App Review guidance on how to avoid common screenshot issues.”¹⁷² The test is a count: “App Review takes the set of screenshots submitted for each supported device into account, and will approve only those submissions where more than half of screenshots show the app in use.” Its example: “If an app has four screenshots for each device, three must show the app in use, and so on.”⁷² Marketing frames are allowed inside that count: you may “Include splash screens or marketing text, as long as the majority of screenshots still show the app in use.”⁷² The don’ts: “Don’t submit screenshots that only show generic login pages or splash screens,” “Don’t let overlays or marketing visuals crowd out your app,” and “Don’t show only the hardware or an overlay with no app interface behind it.”⁷² Localized sets are judged one by one: “Each localization’s screenshots are still assessed on whether the majority show your app in use.”⁷² This is a Help page, not a guideline change; the June 8, 2026 revision of the guidelines changed no 2.3 subsection.⁷³

Whether App Review applies that more-than-half test to creative assets is not stated anywhere I found. Help calls creative assets “distinct from the in-use functionality requirement,” which on my reading means no.⁵

The rest of guideline 2.3, and two neighbors

From the App Review Guidelines (“Last Updated: June 8, 2026”):³⁷

• 2.3: “make sure all your app metadata, including privacy information, your app description, screenshots, and previews accurately reflect the app’s core experience and remember to keep them up-to-date with new versions.”
• 2.3.2: “make sure your app description, screenshots, and previews clearly indicate whether any featured items, levels, subscriptions, etc. require additional purchases.”
• 2.3.4: “previews may only use video screen captures of the app itself.”
• 2.3.7: “Metadata such as app names, subtitles, screenshots, and previews should not include prices, terms, or descriptions that are not specific to the metadata type.”
• 2.3.8: “make sure your app and in-app purchase icons, screenshots, and previews adhere to a 4+ age rating even if your app is rated higher.”
• 2.3.9: “You are responsible for securing the rights to use all materials in your app icons, screenshots, and previews, and you should display fictional account information instead of data from a real person.”
• 2.3.10: “don’t include names, icons, or imagery of other mobile platforms or alternative app marketplaces in your app or metadata, unless there is specific, approved interactive functionality.”
• 2.3.13, for events: “All event metadata must be accurate and pertain to the event itself, rather than the app more generally.”
• 4.1(c), added November 13, 2025: “You cannot use another developer’s icon, brand, or product name in your app’s icon or name, without approval from the developer.”⁷⁴
• 5.2.4(b): if your app is chosen as an Editor’s Choice, “Apple will apply the badge automatically.”

Device images and badges in marketing

Apple’s Marketing Guidelines govern the device images and the App Store badge in marketing outside the store’s own slots: “Use Apple-provided product bezels in all your marketing materials to display your app on the Apple devices it supports. Always use the latest-generation devices for which your app is currently developed.”⁷⁵ Apple product images are to be used “as is” and “without modification,” which rules out reflections, shadows, cropping, tilting, animating, flipping or spinning; “You can place promotional copy or violators beside the product images, not on top of them.”⁷⁵ It also forbids “Rendering in 3D or creating any simulation of an Apple product,” sets “200 px onscreen” as the minimum device size, and asks for “a full network icon or product designator, a full Wi-Fi icon, and a full battery icon” in the status bar.⁷⁵ For the badge: “Use one App Store badge per layout or video,” and “Don’t modify, angle, or animate the App Store badge.”⁷⁵ The September 22 post applied these rules to its own screenshots; on my reading they bind a header or search asset that shows an Apple device just as much.⁴¹

Ads

When these assets run as Apple Ads, a stricter policy applies: “Pricing, offers, or other incentivized promotions are not allowed in your app icon, name, subtitle, custom product page assets, or creative assets. App rankings, app awards claims, and promoting in-app purchases are also not allowed.”⁴⁴ And for language: “The custom product page and creative assets that you use must match the default language for the associated App Store country or region where your campaign is set to run. You can include a creative asset with no text that can be used when you don’t have a localized image or video.”⁴⁴

Localization

App Store metadata now comes in 50 localizations: the March 31, 2026 news item added 11, “bringing the total number of supported localizations to 50.”³⁵ A new language starts as a copy: “screenshots and the properties for the new language default to those of the primary language, except for the description and keywords.”⁶⁵ Where no localization matches, “the next most relevant localization is used,” and elsewhere the primary language shows.⁶⁵ For previews: “If an app preview is not provided for a specific language, the preview in the next best available language appears on your App Store product page.”¹³

Where Apple’s own pages disagree

Two smaller ones stay where they arise: the catalog labels the Mac sizes 16:9 where Help says 16:10 (section 2), and the Analytics page lists descriptions among the things a test can change and suggests running past 90 days (section 4).

7. Measuring it

App Analytics in App Store Connect is where these surfaces report, and Apple rebuilt it this year: the March 25, 2026 news item called it Analytics’ “biggest update since its launch,” with “More than 100 new metrics,” cohorts and peer benchmarks.⁷⁶ What it can show about a product page:

What “conversion” means there. Apple defines Conversion Rate as “Total downloads and pre-orders divided by unique device impressions,” and an impression as a view “on the Today, Games, Apps, and Search tabs of the App Store for more than one second,” which “Includes product page views.”⁷⁷ So the conversion rate of a page is not the share of page visitors who downloaded; it counts everyone who saw the app anywhere on the store for a second. In a test’s results table, by contrast, Conversion Rate is “the percentage of viewers who downloaded your app” for each variant.²⁰ On my reading the two numbers are not comparable, and a header change should be judged by a test, not by watching the dashboard’s conversion rate move.

What cannot be measured. No Analytics page I saved names a metric for the product page header or the search results asset; on my reading the cleanest way to measure one is a test treatment, and the other route is a custom product page, which carries its own header and whose conversion Analytics reports against the default page.⁷⁷⁶⁶ There is no keyword-level data: in the WWDC26 App Store Connect group lab Apple’s answer was “We don’t provide keyword level data in ASC,” with the suggestion of two custom product pages, one for ads and one for organic search, to tell them apart.⁴⁵ Individual custom pages are only exportable “in the detailed reports, which have more rigorous privacy protections than the standard reports.”⁷⁹ Nominations have no metric at all. And Apple’s own effect claim for custom pages, the 2.5-point lift quoted in section 3, comes with no date or method.⁸

8. What an agent can automate

Our apps’ App Store work is done by agents through the App Store Connect API, so this section is the one I read hardest. The OpenAPI file Apple ships with the documentation is version 4.5.1, last modified October 6, 2026; the WWDC26 session promised the API side (“you can upload and submit to Asset Library, using the App Store Connect API as well”).¹⁶³

The headline: all marketing media moved to the asset library. The 4.5.1 release notes add library images, videos, placements, placement ordering and reference data, and “Target iPhone Duo screenshots and app previews with the new IPHONE_DUO display class in AppAssetLibraryDisplayClass.” They also deprecate the old way: “The App Screenshot Sets, App Screenshots, App Preview Sets, and App Previews resources are deprecated,” and so are the event screenshot and video clip resources.¹⁵ Each old resource page now opens “This resource is deprecated. Use the App Asset Library and App Asset Library placements instead.”⁸¹ The machine-readable file has not caught up: the OpenAPI document still does not flag those create operations as deprecated, while it does flag version 1 of the experiments resource.¹⁶ For iPhone Duo the documentation points one way: ScreenshotDisplayType and PreviewType, which the old resources require, have no Duo value in the 4.5.1 file, so the documented API path to Duo screenshots and previews is the asset library, through the IPHONE_DUO display class and the IPHONE_DUO_PROFILE placement group.¹⁶¹¹ That matches what the September 22 post found in the 4.5 file, eight iPhone display types and none for the Duo.⁴¹ The live service is ahead of its file, though. My read-only GET of Kiradex’s screenshot sets through the deprecated appScreenshotSets resource returned its Duo set with "screenshotDisplayType": "APP_IPHONE_DUO", a value the 4.5.1 enum does not list, and the placements read returned the same ten frames in IPHONE_DUO_PROFILE.¹⁷²⁸ So the old resource can at least report a Duo set. Whether it accepts a create for APP_IPHONE_DUO is unverified: testing that takes a write, and I made none. An agent should build on the asset library, which is the path Apple documents.

Resource by resource

The last row is my reading of the OpenAPI file, not an Apple article: the review-submission item can point at a library image or video, which is how a stand-alone asset submission is expressed in the API. Apple’s asset library articles describe only placements riding with their parent surface.¹⁶²⁷

The upload flow

1. GET /v1/apps/{id}/assetLibrary and keep the id.
2. GET /v1/appAssetLibraryRefData and size the file to an exact specification; “Image specifications state exact dimensions, not ranges,” the creative search and event sizes being the exception.⁸²¹¹
3. Reserve: POST /v1/appAssetLibraryImages (or Videos) with the file name, byte size and category. The response is AWAITING_UPLOAD with uploadOperations.⁸²
4. PUT each part to its URL. “The upload URLs are unauthenticated and time-limited, so you don’t send a JSON Web Token (JWT), and you don’t share them.”⁸²
5. Commit with PATCH .../{id} and uploaded: true alone: “Unlike the deprecated appScreenshots flow, there’s no sourceFileChecksum attribute to send”; the commit fails if the bytes received don’t match the declared size.⁸²
6. Poll until PREPARE_FOR_SUBMISSION (or FAILED with stateDetails), then read back specId, look it up in the catalog’s imageSpecs (or videoSpecs), and confirm its shortName is the specification you meant (i1320x2868a0 for a 1320 by 2868 screenshot) and that the placement group you will use lists that specId under the placement type’s specMappings; Apple matches the file during processing, and its specification article says to resolve a specId in the catalog rather than against a hard-coded list.^82837111
7. Place it: one POST /v1/appAssetLibraryPlacements per surface and localization, then one ordering request per group.²⁷
8. Submit the parent surface; placements follow its review state.²⁷

Two traps from Apple’s migration article. “You can only create placements while the parent surface is editable, so migrate against an App Store version in PREPARE_FOR_SUBMISSION rather than one that’s already approved.” And deletes reverse order: “Delete the placements first, then the asset.”⁸³ For previews, the catalog’s audioRequired: true means an audio track, silent if need be; stereo is Help’s specification, not the catalog’s.¹¹⁴⁸

What has no API and needs the console

• The preview tool. No endpoint renders the product page or the search result; the check is a person, or an agent driving the console, looking at it on iPhone, iPad and the Duo, in both orientations and Dark Mode.¹¹⁶
• Swapping a creative asset on a live version. Help’s flow is Browse Assets, then Publish, on the live version; the API creates placements only on an editable parent, so on my reading this swap is a console step.⁵⁸³
• “Use header asset in search results.” There is no toggle in the API; the equivalent, on my reading of the placement model, is a second placement of the same universal asset.⁵¹¹
• Confirming a header published in the console. The placements read is where the API should show it, as a PRODUCT_PAGE_HEADER_ASSET or APP_STORE_SEARCH_RESULTS_ASSET placement on the version localization, but none of our apps has one yet, so whether a header published through the console appears there is unverified (section 9).²⁷²⁸
• Media Manager’s scaling choices (Help: “to manage scaled app previews and screenshots for other device sizes, select View All Sizes in Media Manager”)⁵, and length checks: the OpenAPI file encodes none of Help’s text limits (no string in it carries a maxLength), and I made no writes, so whether the server rejects an over-length string is unverified; the agent’s own script checks every length before anything is sent.¹⁶²⁴
• Marketing-role keys. The API article names only Account Holder, Admin and App Manager for the library.²⁶
• Ads and retention placements. The enums name SEARCH_RESULTS_ADS_ASSET, TODAY_TAB_ADS_ASSET and RETENTION_MESSAGE_ASSET, but the live catalog returns only four features and seven placement types; Apple says to “treat a feature that’s absent as unavailable for your app.”¹¹⁷¹

9. Our apps on October 7, 2026

I read our App Store Connect account on October 7, 2026, from 05:47:01 to 05:51:14 UTC, then every app’s asset library images and videos, with the public US lookups for star ratings, in a second pass from 05:51:43 to 05:52:03, and read the account again from 08:04:24 to 08:05:53 UTC for the asset placements of every live version and of the two versions waiting for review; every request was a read-only GET and nothing was written.³⁰²⁸ The account holds 28 apps. Nine have a live version; 19 have never had one: Kiradex and Founder Camera are waiting for review, and the other 17 each hold a 1.0 in Prepare for Submission with nothing on any surface. By platform those 17 are 12 iOS apps (three of which also hold a Mac or tvOS 1.0), 4 Mac-only apps and 1 visionOS-only app.³⁰ Two names have changed on the way to the store: Banana List ships as Get Bananas and Yawara as Randori, and there is no Water app on the account.³⁰

Our apps by surface, drawn by script from the saved API responses of October 7 (the header and search column from the placements read, 08:04:24 to 08:05:53 UTC); the 17 apps with only an unsubmitted 1.0 are left out.³⁰²⁸

Screenshot counts are the primary locale’s (English, US), on the version a shopper sees, or on the pending version for the two apps with none live. The iPhone column counts the large Dynamic Island set: 1320 by 2868 on every app but Tappy Color, whose six frames are 1290 by 2796.⁴⁷ “Library images” counts every image in the app’s Asset Library through GET /v1/appAssetLibraries/{id}/images, read in the second pass, 05:51:43 to 05:52:03 UTC, not in the row’s own window; the number in parentheses is the CREATIVE_ASSETS category.³¹

What the surfaces hold, where there is anything:

• Reps has the one custom product page, “Progress Pics (all locales),” approved and visible in 22 locales with 8 iPhone and 7 iPad screenshots each, no preview, no promotional text and no deep link.⁸⁵ Its one In-App Event, “Progress Pics,” is approved with the Major Update badge, publishes October 7 at 14:00 UTC, starts October 8 and ends November 8, in 175 territories, with a deep link into the app.⁸⁵ Its three creative assets are that event’s 1920 by 1080 card and 1080 by 1920 details image, both approved, and one reservation of the card that never finished uploading.⁸⁵ All 22 locales of Reps’ live iOS version carry promotional text; the English reads “New: Progress Pics. Front, side and back on the same mark every time. Encrypted on your iPhone, synced only through your own iCloud, never on our servers.”⁸⁵
• Tappy Color has two custom product pages: one approved, with 6 screenshots at each of two sizes and promotional text, and one in Prepare for Submission with 10 at each; neither has a deep link.⁴⁷
• Kiradex holds the account’s only Duo screenshots: five of the inner display in landscape (2853 by 2007) and five of the outer display in portrait (1398 by 2034), beside eight at 1320 by 2868, all on the 1.0 that is waiting for review.¹⁷ Its one nomination, an App Launch, was submitted on October 7 at 04:37 UTC with a publish start of October 23, the Duo’s first day on sale.⁹²⁶ Its promotional text: “Scan a card and it’s registered. Every set, English and Japanese. Your lists live in your own iCloud: no account, no ads.”¹⁷
• 941 Tiles is a Mac app, live at $14.99, with Mac screenshots in 17 locales and promotional text only on the 1.3.1 it has not submitted.⁹¹

The gaps, counted. Not one app has a product page optimization test, an app preview, or a video of any kind in its library.³⁰³¹ Seven live iPhone apps could run a test and none does.³⁰⁶⁷ Only Kiradex has a Duo set.¹⁷ No library image resolves to a header or search results specification, the only creative assets on the account are Reps’ event media, and the placements read found no header or search results placement on any of the 258 localizations.³¹²⁸ Of the custom pages that exist, none has a deep link.⁸⁵⁴⁷ Promotional text is missing on most live pages: Return and Get Bananas in all 27 locales, Ace Citizenship in 10 of 12, Tappy Color and ResumeGeni for iOS in their one, Reps on Mac and on its live tvOS 1.6.2, and 941 Tiles on its live version; Reps’ tvOS 1.6.3, in review, carries it in all 22 locales, as 941 Tiles’ unsubmitted 1.3.1 does in all 17.³⁰⁸⁵⁹¹ Founder Camera’s eleven non-English locales own no screenshots, and Ace Citizenship’s 5.5-inch set exists only in English; the placements read returned empty lists for those eleven Founder Camera localizations, and which images a shopper in those locales sees is store fallback the API does not report.^84882893

What the placements read shows, and what it cannot. Apple’s article on placing assets names the read that lists every placement on a surface, GET /v1/appStoreVersionLocalizations/{id}/placements.²⁷ I made it on October 7 from 08:04:24 to 08:05:53 UTC for every localization of the 14 live versions (245 localizations) and of Kiradex’s and Founder Camera’s versions waiting for review (13 more), 258 requests and no errors; Reps’ tvOS 1.6.3, in review that morning, was not in it.²⁸ It returned 2,073 placements, and every one is an APP_SCREENSHOT: no PRODUCT_PAGE_HEADER_ASSET, no APP_STORE_SEARCH_RESULTS_ASSET and no APP_PREVIEW on any app.²⁸ The screenshot placements match the screenshot counts in the table, frame for frame, so the read sees screenshots uploaded before the library existed, and the libraries agree: their creative category holds only Reps’ event media, and Help says headers live in the Asset Library.²⁸³¹⁵ Two details for anyone scripting against it: every placement carries a state of ACTIVE, or INACTIVE on all 85 of 941 Tiles’ live Mac placements, and neither value is in the 4.5.1 file’s AppAssetLibraryPlacementState enum; and Kiradex’s Duo frames sit in IPHONE_DUO_PROFILE.²⁸¹⁶ What the read cannot show yet is whether a header published through the console appears in it, since none of ours has one to compare. On my reading of the placement model it would appear as a PRODUCT_PAGE_HEADER_ASSET placement, and the first header we publish is the test. Star ratings come only from the public US lookup, and Analytics was not read (its report API needs a report request first, which is a write).⁹³

What the libraries hold, by specification. A library image carries a specId, the catalog specification App Store Connect matched the file to during processing, and Apple’s pages say to resolve a specId returned on an asset “by looking it up in the catalog”.⁷¹⁸² Joined against the catalog’s imageSpecs, 3,546 of the account’s 3,655 library images resolve, and every one of them has its specification’s dimensions; the specification’s shortName names it, so Kiradex’s outer-display frames resolve to i1398x2034a0 and its inner-display frames to i2853x2007a0.³¹¹¹ By specification the libraries hold 1,168 images at i1320x2868a0 (the large Dynamic Island iPhone), 815 at i2064x2752a0 (the 13-inch iPad), 437 at i416x496a0 and 75 at i368x448a1 (Apple Watch), 425 at i2880x1800a1 and 141 at i2560x1600a1 (Mac), 302 at i3840x2160a1 and 111 at i1920x1080a1 (Apple TV), 23 at i1290x2796a0, 22 at i1242x2208a1, 15 at i1398x2034a0 and 5 at i2853x2007a0 (the Duo, all Kiradex’s), 5 at i2048x2732a0, and one each at the event card’s i16x9w1920~3840a0 and the event details page’s i9x16w1080~2160a0, both Reps’. None resolves to the header’s i3840x1646a0, the universal i5244x2950a0 or the search asset’s i3x2w1920~3840a0.³¹¹¹ Kiradex’s library holds ten more outer-display images than its page places, in Prepare for Submission.³¹²⁸ The 109 images that do not resolve are Reps’ one card reservation that never finished uploading and Get Bananas’ whole live Mac set: 4 screenshots in each of 27 locales, 108 images, approved and placed in MAC_PROFILE, at 1800 by 1104 with a specId of null. 1800 by 1104 is not one of Help’s four Mac sizes, all 16:10, and matches no specification in the catalog, whose MAC_PROFILE lists only i2880x1800a1, i2560x1600a1, i1440x900a1 and i1280x800a1.^8731281311

10. The brief: what each app’s agent builds and the checks it must pass

This section is written for the agents that run each app’s App Store presence. Each item says what to build, the check that proves it done (an API read, a script run on the file, or a capture of App Store Connect’s preview tool), and where the app stood on October 7, 2026, from the read in section 9. Every limit in it is Apple’s, sourced above; the order and the choices are mine. Nothing here is to be written to App Store Connect without the normal review of the change by me.

The common kit

Every iPhone and iPad app with a live version gets all ten items, and K3 comes in two parts: the iPhone set for every one of them, and the 13-inch iPad set for each app that runs on iPad, which Help makes a condition of submission.¹³ The header, the search results asset, custom product pages, tests and events exist only for iPhone and iPad.⁵⁸⁹²¹

K1. A product page header. Build one universal 16:9 PNG, 5244 by 2950, which also fills K2, or a dedicated 21:9 PNG of exactly 3840 by 1646 (PNG because the API’s catalog accepts nothing else for the header image). No alpha. Key content inside the template’s safe rectangle (section 2). Rated 4+; no prices, discounts, URLs, copyright symbols, other platforms’ logos or Apple-designated recognitions; text, if any, a short phrase localized for every language, or no text at all.^4112943

• Check, script: the file is PNG, exactly 5244 x 2950 or 3840 x 1646, with no alpha channel.
• Check, read: GET /v1/appAssetLibraries/{id}/images?filter[category]=CREATIVE_ASSETS returns it with that width and height, a specId that resolves in the catalog to i5244x2950a0 or i3840x1646a0, and state APPROVED; GET /v1/appStoreVersionLocalizations/{id}/placements?filter[placementType]=PRODUCT_PAGE_HEADER_ASSET returns one placement in each locale. If the first header published through the console produces no placement in that read, the preview-tool capture below is the acceptance check, and the missing placement is recorded as a gap in the API.¹⁶¹¹²⁸
• Check, capture: the preview tool on iPhone, iPad and iPhone Duo, portrait and landscape, light and Dark Mode, in every locale; nothing important clipped.¹⁶
• On October 7: no library image on the account resolves to a header specification, and the placements read returned no PRODUCT_PAGE_HEADER_ASSET on any localization (08:04:24 to 08:05:53 UTC); the console was not checked.³¹²⁸

K2. A search results asset. The universal file from K1 placed a second time, or a 3:2 image between 1920 by 1280 and 3840 by 2560. Make the app’s purpose “obvious at a glance” and show the interface or content.⁴⁴³

• Check, script: 3:2 within that range, or the universal size; no alpha.
• Check, read: the library image’s specId resolves to i5244x2950a0 or i3x2w1920~3840a0, and the same placements read with filter[placementType]=APP_STORE_SEARCH_RESULTS_ASSET returns one per locale. If the first search asset published through the console produces no placement in that read, the preview-tool capture below is the acceptance check, and the missing placement is recorded as a gap in the API.¹⁶¹¹²⁸
• Check, capture: the preview tool’s search result on iPhone and iPad.⁵
• On October 7: none on any app: no library image resolves to a search specification, and no localization has an APP_STORE_SEARCH_RESULTS_ASSET placement.³¹²⁸

K3. The large iPhone set at 1320 by 2868, and the 13-inch iPad set where the app runs on iPad. Up to 10 screenshots at 1320 by 2868, the largest size of the large Dynamic Island class (the 6.9-inch models, with iPhone Air and the Plus models in the same class by Help’s list), no alpha, current interface, in every locale the page has; more than half of each locale’s set showing the app in use.¹³⁷² Where the app runs on iPad, in Help’s words “if your app supports iPadOS,” Help asks for a second set before the app can be submitted at all, “At least one screenshot for iPad 13-inch display,” a row it marks “Required if app runs on iPad”: up to 10 screenshots at 2064 by 2752 or 2048 by 2732 (2752 by 2064 or 2732 by 2048 in landscape), no alpha, in every locale, under the same more-than-half rule. The agent confirms from the app’s own target, whose device families must include iPad, not from a compatibility list: an iPhone-only app also runs on an iPad in compatibility mode, and the public lookup lists 80 iPad models under supportedDevices for every one of our live iOS apps, universal or not.¹³⁷²

• Check, read (iPhone): on the localizations of the version that carries the set, and again on the live version’s localizations once it is released, so the set is on the page and not only in the library, the placements with filter[placementGroup]=IPHONE_DYNAMIC_ISLAND_LARGE_PROFILE&include=image count 1 to 10 in every locale, and every included image is 1320 x 2868, its specId resolving to i1320x2868a0 (without include=image the read returns no dimensions).¹⁶²⁷¹¹
• Check, read (iPad, where the app runs on iPad): the same reads with filter[placementGroup]=IPAD_13_PROFILE&include=image count 1 to 10 in every locale, and every included image’s specId resolves to one of the four screenshot specifications the catalog maps to IPAD_13_PROFILE: i2064x2752a0, i2752x2064a0, i2048x2732a0 or i2732x2048a0.¹⁶²⁷¹¹
• Check, script: a labeled list of the frames marks each as in use or not, and in-use frames are more than half, locale by locale and for each device’s set.⁷²
• Check, capture: the preview tool on iPhone, and on iPad for an app that runs there, shows each set in the order intended.¹
• On October 7: the class is filled on every live iPhone app in its primary locale (5 to 8 frames), at 1320 by 2868 on six of the seven. Tappy Color’s six frames are 1290 by 2796, so Tappy Color fails this check until its set is rebuilt at 1320 by 2868. Founder Camera’s 1.0.1 has the set in English only.^30472884
• On October 7, iPad: the public US lookup lists iosUniversal among the features of four live apps, Reps, Return, Get Bananas and ResumeGeni for iOS, and all four pass the iPad read on their live versions: Reps with 7 frames in each of 22 locales and Return and Get Bananas with 5 in each of 27, all resolving to i2064x2752a0, and ResumeGeni for iOS with 5 in its one locale, resolving to i2048x2732a0. Ace Citizenship, Randori and Tappy Color are not marked universal and have no iPad set, so on that reading the iPad part does not apply to them. Neither app waiting for review has an iPad set; the saved reads do not record their device family, except that Kiradex’s nomination lists iPhone as its only device family.⁹⁴²⁸

K4. The iPhone Duo set. Outer display 1398 by 2034 and inner display 2007 by 2853, in the orientations the app supports, uploaded through the asset library (the path Apple documents; section 8) and placed in IPHONE_DUO_PROFILE. For a live app the set rides with the app’s next version: Help takes screenshots to review only while a version is in Prepare for Submission, Invalid Binary or one of the rejected states, and the API creates placements only while the parent is editable. Required for submissions from April 2027; the Duo reaches customers October 23, 2026.^1315115836

• Check, read: filter[placementGroup]=IPHONE_DUO_PROFILE&include=image on the placements read, on the localizations of the version that carries the set and again on the live version’s once it is released, returns the set in every locale, and each included image’s specId resolves in the catalog to one of the four Duo specifications, i1398x2034a0, i2034x1398a0, i2007x2853a0 or i2853x2007a0.¹⁶⁸³¹¹
• Check, capture: the preview tool on iPhone Duo.⁶
• On October 7: only Kiradex, ten frames on its pending 1.0, in IPHONE_DUO_PROFILE by the placements read.¹⁷²⁸

K5. An app preview. 886 by 1920 (portrait) for every modern iPhone and the Duo; 15 to 30 seconds; 23 to 30 fps; H.264 in .mov, .m4v or .mp4 at most 500 MB; a stereo 256 kbps AAC track at 44.1 or 48 kHz, silent if the video has no sound; screen captures of the app only; poster frame chosen before approval, since it cannot change after.^141148375 For an app that runs on iPad, the iPad preview is 1200 by 1600 (portrait) or 1600 by 1200, the catalog’s v1200x1600f23~30t15~30u1 or v1600x1200f23~30t15~30u1 in IPAD_13_PROFILE, with the same length, frame rate and audio; the 11-inch class takes the same two sizes.¹⁴¹¹

• Check, script: a probe of the file reports those dimensions, that duration, a frame rate from 23 to 30, and AAC audio at 256 kbps and 44.1 or 48 kHz in one two-channel track or in the two one-channel tracks Help also allows.
• Check, read (processed): the video reaches PREPARE_FOR_SUBMISSION, not FAILED, with a specId that resolves to a preview specification (v886x1920f23~30t15~30u1 for the portrait iPhone file). That state is not the page: Apple’s article defines it as “Processing succeeded and the video is ready to place.”⁴⁸⁸²¹¹
• Check, read (placed): once the version that carries the preview has passed review and been released, GET /v1/appStoreVersionLocalizations/{id}/placements?filter[placementType]=APP_PREVIEW&include=video on the live version’s localization, for every locale meant to show it, returns a placement in each intended group (IPHONE_DYNAMIC_ISLAND_LARGE_PROFILE for the portrait iPhone file, IPHONE_DUO_PROFILE for the Duo, which the catalog maps to the same 886 by 1920 specification, and IPAD_13_PROFILE for the iPad file) whose included video is the one uploaded, with state ACTIVE, the value every placement on our live iOS versions carried on October 7. The state alone does not prove release: 941 Tiles’ live Mac placements read INACTIVE that morning, and the placements of the two versions waiting for review read ACTIVE, which is why the check reads the live version’s localization. Placing the video and submitting the version are writes, under the review rule at the top of this section.^48271628
• Check, capture: in each of those locales the preview tool shows the preview with its chosen poster frame and plays it, where Help says it goes: before the screenshots, or in A Closer Look if its aspect ratio differs from theirs.¹⁴¹
• On October 7: no app on the account has a preview, and no library holds a video.³¹

K6. Promotional text. Up to 170 characters in every locale of every live version, saying what is new; never a keyword list.²³²⁴

• Check, read and script: GET /v1/appStoreVersions/{id}/appStoreVersionLocalizations returns a non-empty promotionalText of at most 170 characters for every locale.¹⁶
• On October 7: complete on Reps’ iOS version, Randori and ResumeGeni for Safari; missing everywhere on Return and Get Bananas, in 10 of 12 locales on Ace Citizenship, on Tappy Color, ResumeGeni for iOS, Reps’ Mac version and live tvOS 1.6.2, and 941 Tiles’ live version. Reps’ tvOS 1.6.3, in review, already has it in all 22 locales, so for Reps’ tvOS the check runs against 1.6.3 once it is released, and the text is not rewritten in the meantime.³⁰⁸⁵

K7. A custom product page per campaign, with a deep link. One page for each audience we actually send somewhere (a link in a post, an event, an ad), with its own header, screenshots and promotional text, and an app deep link to the content the campaign is about; keywords only where the page should also win organic search, each combination unique to one page.⁶⁰⁸³

• Check, read: GET /v1/apps/{id}/appCustomProductPages lists the page with visible true; GET /v1/appCustomProductPages/{id}/appCustomProductPageVersions shows its current version with state APPROVED and a non-null deepLink; and for each localization from GET /v1/appCustomProductPageVersions/{id}/appCustomProductPageLocalizations, GET /v1/appCustomProductPageLocalizations/{id}/placements?filter[placementType]=PRODUCT_PAGE_HEADER_ASSET returns one placement.¹⁶
• Check, capture: the page’s URL opens it, and on iOS 18 or later its Open button lands on the deep-linked screen.⁸
• On October 7: Reps one page and Tappy Color two, none with a deep link; no other app has one.⁸⁵⁴⁷

K8. A product page optimization test with three treatments. On the default page of a live iPhone app; one test at a time; three treatments that vary one thing (the header first); all localizations unless a reason says otherwise; left to run until a treatment is labeled at 90% confidence or 90 days pass, in whole weeks.^9672070

• Check, read: GET /v1/apps/{id}/appStoreVersionExperimentsV2 returns exactly one test whose state is APPROVED, with a startDate in the past and no endDate reached. The schema’s state has no running value, so on my reading that combination is the test. Then GET /v2/appStoreVersionExperiments/{id}/appStoreVersionExperimentTreatments returns three treatments, and each treatment’s appStoreVersionExperimentTreatmentLocalizations read returns its localizations.¹⁶
• Check, capture: the Analytics product page optimization view shows the status of each treatment.²⁰
• On October 7: none on any app; seven live iPhone apps are eligible.³⁰

K9. An In-App Event, where the app has a real one. A timely thing inside the app, not a daily task, a price cut or a general promotion; 15 minutes to 31 days; published no more than 14 days ahead; name 30, short description 50, long description 120 characters; 16:9 card and 9:16 details media.⁵²⁵³⁴

• Check, read and script: GET /v1/apps/{id}/appEvents shows the event’s eventState APPROVED before its publish date or PUBLISHED after it (the API’s states run from DRAFT through APPROVED, PUBLISHED and PAST to ARCHIVED), and its dates. That read carries no text, only a link to the event’s localizations, so GET /v1/appEvents/{id}/localizations (or include=localizations on the first read, which returns at most 50 per event) supplies it, and the name, short description and long description of every returned localization, following each page to the last, are inside those limits.¹⁶⁸⁵
• Check, capture: the event card on the product page once it publishes.
• On October 7: Reps one, approved, publishing October 7.⁸⁵

K10. A nomination, when a launch or an enhancement qualifies. Submitted at least three weeks before the date it names, the longer of the two minimums Apple’s pages state (three weeks in Help and the nominations template, two on the getting-featured page).²¹⁵⁷²²

• Check, read and script: GET /v1/nominations?filter[state]=SUBMITTED returns it, and its publishStartDate is at least 21 days after its submission date.¹⁶
• On October 7: Kiradex one, an App Launch for October 23, submitted 16 days ahead: more than the getting-featured page’s two weeks, less than Help’s three.⁹²²²²¹

Per app, where the apps differ

Kiradex (waiting for review). Version 1.0 is waiting for review, so the app has no approved version and cannot submit an asset on its own: until 1.0 is approved, assets ride with a version, and an asset assigned to an item already in an active submission cannot be submitted on its own.¹⁷¹² The header and the search asset therefore wait for 1.0’s approval, then go stand-alone or with version 1.0.1, for which builds 47 and 48 are already uploaded.¹⁷¹² The nomination for October 23 stays as submitted. The Duo set exists (inner in landscape, outer in portrait); the other orientations are the agent’s call against the poses the app supports.¹⁷ Its 1.0 has no iPad set, and its nomination lists iPhone as its only device family; if the app does run on iPad, K3’s 13-inch set goes into 1.0.1.⁹⁴ Kiradex’s header and search asset show the app’s own interface.

Reps (event publishing October 7). The Progress Pics event publishes at 14:00 UTC on October 7, 2026 and starts October 8; the check is a capture of the event card on the product page after that time.⁸⁵ Its custom product page has no deep link: add the one the event already uses, which sends the page back to review without changing its URL.⁸⁵⁶⁰ Reps’ header, search asset and first test should carry the same Progress Pics idea, so the event, the custom page and the default page agree.³ Its 13-inch iPad set, 7 frames at 2064 by 2752 in all 22 locales, already passes K3’s iPad read.⁹⁴ One reservation of the event card in the library never finished uploading; remove it if the API allows, or leave it, since it places nothing.⁸⁵⁸³ Reps’ Mac 1.6.2 and live tvOS 1.6.2 have no promotional text; tvOS 1.6.3, in review on October 7, has it in all 22 locales, so the Mac version is the one still owed it (K6). The creative-asset items do not apply to either.⁸⁵⁵

The apps with no live version. Kiradex, Founder Camera and 17 more have none, and none of them can submit an asset stand-alone: the kit goes into each first submission, or waits for its approval.³⁰¹² The 17 with only an unsubmitted 1.0 split by platform, and the kit splits with them.³⁰ The 12 with an iOS 1.0 build K1 to K6 into it before it is submitted, K3’s 13-inch iPad set included for each that runs on iPad, since Help makes that set a condition of submission, and nothing else until it ships; the three of them that also hold a Mac or tvOS 1.0 give that version only its own screenshots and promotional text. The 4 Mac-only apps take the Mac kit below, not K1 to K5: none of the header, the search asset, K3’s iPhone and iPad sets, the Duo set or the iPhone and iPad preview sizes applies to a Mac app. The visionOS-only app gets a line of its own: an Apple Vision Pro screenshot set at 3840 by 2160 (“Required for Apple Vision Pro”), an optional preview at 3840 by 2160 in landscape, and promotional text; creative assets, custom product pages, tests and events are iPhone and iPad features, so nothing else in the kit applies.^131458921

Founder Camera (waiting for review, English-only screenshots). Version 1.0.1, the only version the app has ever had in App Store Connect, has 12 locales and promotional text in all of them, but screenshots only in English; the other 11 locales own none.⁸⁴ Next, in the first version after this one: a screenshot set per locale, a 13-inch iPad set in each if the app runs on iPad (1.0.1 has none), the Duo set, and the header and search asset; after approval, the creative assets can go stand-alone instead.⁸⁴⁹⁴¹²

941 Tiles, ResumeGeni for Safari, and the four Mac-only apps not yet shipped. The header and search asset are iOS 27 and iPadOS 27 placements; custom product pages are for iPhone and iPad; tests run on iOS and iPadOS; In-App Events are iPhone and iPad only; so none of K1 to K4 (K3’s iPad set included), K5’s iPhone and iPad sizes, K7, K8 or K9 applies.⁵⁸⁹²¹ Their kit is Mac screenshots (one of 1280 by 800, 1440 by 900, 2560 by 1600 or 2880 by 1800, all 16:10 and landscape, in every locale; “Required for Mac apps”), promotional text, an optional 1920 by 1080 preview, and a nomination when a release qualifies.¹³¹⁴ For 941 Tiles the first move is the promotional text already written in all 17 locales of the unsubmitted 1.3.1: promotional text can change without a new version, so it can go on the live 1.3 now.⁹¹²³

Tappy Color. Its second custom product page sits in Prepare for Submission: submit it with a deep link, or delete it.⁴⁷ Its listing has one locale, so K3 and K6 are one locale each, and the public lookup does not mark it universal, so on my reading of that flag K3 is its iPhone set alone.⁴⁷⁹⁴

Return, Get Bananas, Ace Citizenship, Randori, ResumeGeni for iOS. The full kit on the iOS version; Return and Get Bananas also ship Mac (and Return tvOS) versions, which take only screenshots and text.⁸⁶⁸⁷ Return, Get Bananas and ResumeGeni for iOS carry the public lookup’s iosUniversal flag, on my reading the sign that they run on iPad, and already pass K3’s iPad read in every locale; Ace Citizenship and Randori are not marked universal, so on that reading K3 is the iPhone set alone for them unless that changes.⁹⁴ Promotional text first: Return and Get Bananas have none in 27 locales, Ace Citizenship has it in 2 of 12.⁸⁶⁸⁷⁸⁸ Get Bananas’ live Mac set also needs a rebuild: its four screenshots, in all 27 locales, are 1800 by 1104, which is not a Help Mac size and resolves to no catalog specification (section 9). Rebuild them at one of 1280 by 800, 1440 by 900, 2560 by 1600 or 2880 by 1800 with the next Mac version; check, read: the Mac localization’s placements with filter[placementGroup]=MAC_PROFILE&include=image return images whose specId resolves to one of i2880x1800a1, i2560x1600a1, i1440x900a1 or i1280x800a1.^87131116

The order of work

1. October 7, 2026: capture Reps’ event card on the product page after 14:00 UTC.⁸⁵
2. Promotional text on every live version that lacks it (K6). It is text, it needs no new version, and it covers the most shoppers for the least work.²³
3. The 13-inch iPad set (K3) in the first submission of every app that runs on iPad, since Help requires it to submit; the four live apps the lookup marks universal already carry it in every locale, on that reading, so for them the work is the read.¹³⁹⁴
4. One universal header and search asset per live iPhone app (K1, K2): submit stand-alone, check in the preview tool, publish in the console. On my reading this is the largest visible change Apple shipped, and none of our apps has used it.
5. Duo sets for the live iPhone apps (K4), each riding with that app’s next version, before April 2027; earlier is better, since the Duo goes on sale October 23 and a Duo-less page’s look on the Duo is undocumented.⁶¹³
6. One test per live iPhone app (K8), the header as the variable, one at a time.
7. Custom product pages with deep links (K7): fix Reps’ existing page, then a page only for campaigns we are actually running.
8. Previews (K5), app by app, each checked on the released page, not only in the library.
9. Events and nominations (K9, K10) when an app has something real to say, three weeks ahead.

What needs the console

The preview-tool captures; publishing an approved creative asset onto a live version; the “Use header asset in search results” choice (in the API, a second placement of the universal file); confirming that a header published in the console shows in the placements read, until the first one does; and reading a test’s status in Analytics.^5832820 Everything else in the kit has an endpoint in section 8.

Not in this brief

• Apple Ads campaigns: the ad placements are not in the live catalog yet, and Apple Ads reviews its creative separately.¹¹⁴⁴
• Names, subtitles, keywords and descriptions; prices, In-App Purchase images, promo codes and offer codes.
• Alternate app icon tests, which need every icon in the shipped binary.⁹
• Analytics report requests, which are writes.⁹³
• Retention messaging placements, which the live catalog does not offer.¹¹

Key Takeaways

If you market an app

• The top of your product page and your search result are now yours to design, on iOS 27 and iPadOS 27: a 3840 by 1646 header and a 3:2 search asset, or one 5244 by 2950 PNG for both.⁴⁵
• Get creative assets approved ahead of time in the Asset Library; once approved, a seasonal swap on a live page needs no new version.⁵³
• Screenshots still pass App Review only if more than half of each device’s set shows the app in use.⁷²
• Plan the iPhone Duo set now: outer 1398 by 2034, inner 2007 by 2853, required for submissions from April 2027.¹³⁶
• Use custom product pages (up to 70) for audiences you send somewhere, with a deep link, and a test (up to three treatments, up to 90 days) for the default page.⁸⁹
• Nominate at least three weeks ahead, the longer of the two minimums Apple’s pages state.²¹²²

If you build the automation

• Screenshots, previews and creative assets now go through appAssetLibraryImages, appAssetLibraryVideos and appAssetLibraryPlacements; the set-based resources are deprecated, and Apple documents Duo uploads only through the library (a live read of the old set resource did report a Duo set; whether it accepts one is untested).¹⁵¹⁶¹⁷
• Reserve, PUT the parts, commit with uploaded: true alone, then read back the specId.⁸²
• Read GET /v1/appAssetLibraryRefData for sizes and limits instead of hard-coding them, and ship header images as PNG.⁸³¹¹
• Give previews an audio track (stereo, per Help) and a frame rate from 23 to 30 fps, or processing fails.¹¹⁴⁸
• Enforce Help’s text limits yourself; the API’s schema has none.¹⁶²⁴
• Leave room for the console: the preview tool and the live swap of a creative asset have no endpoint. Read placements to see what a page carries, and confirm that a console-published header shows there before trusting the read.^5832728

FAQ

How many custom product pages can an app have?

Seventy. Apple raised the limit from 35, the number given when custom product pages were presented at WWDC21, to 70 in a release note dated October 28, 2025 and a news item dated October 29: “You can now create up to 70 custom product pages per app on the App Store.”¹⁸⁷¹⁹ They show on iPhone and iPad, on iOS 15 or later, and their deep links work on iOS 18 or later.⁶⁰⁸

What size is the App Store product page header?

Exactly 3840 by 1646 pixels at 21:9, as an image or as a 5 to 30 second video at 30 or 60 fps. A 16:9 PNG of 5244 by 2950 also works and can fill the search results slot too. Help accepts JPEG or PNG for the 3840 by 1646 image; the API’s specification catalog accepts only PNG, so PNG is the safe choice.⁴¹¹

What size is the App Store search results creative asset?

A 3:2 image or video anywhere from 1920 by 1280 to 3840 by 2560 pixels, or the 5244 by 2950 universal PNG. Videos in search are muted and “can’t currently be unmuted.”⁴ If you add none, your In-App Events, previews and screenshots show as before.⁴³

Do App Store screenshots and creative assets go through App Review?

Yes. Screenshots and previews are reviewed with the version, custom product page or test they belong to, and creative assets either ride with a version or go in a stand-alone submission from the Asset Library once the app has an approved version; “Standalone assets are reviewed against your app’s latest version.”¹²⁵ For screenshots the bar is that “more than half of screenshots show the app in use” for each device.⁷²

What are the iPhone Duo screenshot sizes for the App Store?

1398 by 2034 pixels for the outer display and 2007 by 2853 for the inner display, each also accepted in landscape. The Duo’s app preview is the same 886 by 1920 file as other modern iPhones. Duo screenshots are optional until April 2027, when every submitted app will need them, and in the API Apple documents them only through the asset library; a live read of the deprecated screenshot-set resource did return a Duo set, but whether that resource accepts a new one is untested.^131461517

Can I change my product page header without submitting a new app version?

Yes, if the new asset is already approved and the current version is live: “If your app’s current version is already live on the App Store, you can update its creative assets with approved assets without submitting a new version.” You choose it with Browse Assets and click Publish.⁵

How long does an App Store product page optimization test run?

Up to 90 days, with up to three treatments against the original; Apple recommends waiting for 90% confidence before applying a treatment, and running for at least one week, in seven-day increments.⁹⁷⁰ Apple’s marketing page says one test at a time; its Analytics help says several can run on different elements.⁹²⁰

Related on this site: App Store Screenshots That Sell the Why reads 37 screenshot sets and Apple’s accolade and bezel rules; What App Review Looks For covers the review these assets go through; and the iPhone Duo series, from Prepare Your App for iPhone Duo through Designing for iPhone Duo and iPhone Duo for Developers, works out the displays these screenshot sizes come from.

Sources