New in App Store Connect: product page header, search results assets and Asset Library
Since October 5, 2026 you can add a header image or video to your App Store product page and a separate asset for search results, and get them approved without a new app version.
Apple added three new things to App Store Connect on October 5, 2026: a product page header, a search results asset, and an Asset Library to store and approve them. Together they let you put a large image or short video at the top of your App Store page and in search results, on top of your normal screenshots, and change them without shipping a new version of your app.
Key facts
- The new creative assets are a product page header and an App Store search results asset, image or video (Apple, October 5, 2026).
- You can submit them for review on their own, without a new app version (Apple Help).
- One 16:9 PNG at 5244 x 2950 pixels can serve both placements (Apple specifications).
- Custom product pages: up to 70 per app, and each can have its own keywords so it shows in search (Apple Help).
- Product page optimization tests run up to 3 treatments for up to 90 days (Apple Help).
- A seasonal look, for example a holiday theme for a shopping or recipe app.
- A new feature or new content you want people to notice first.
- Your brand: a clean visual that says what the app is in one glance.
- Images cannot have transparency (no alpha channel).
- Videos loop. In search results they are always muted. On the product page they start muted and people can turn the sound on.
- Video files can be MOV, M4V or MP4.
- Review without a new version. Apple says you can "upload and get creative assets approved without updating your app's version". Standalone assets are reviewed against your app's latest version.
- Prepare ahead. Apple's example is a seasonal campaign: submit the assets today, use them the moment you are ready (Apple).
- Reuse. The same approved asset can go on custom product pages, in product page optimization tests and on in-app event cards.
- Apple: Showcase your apps with new assets on the App Store (October 5, 2026)
- Apple Help: Manage your App Store assets
- Apple Help: Creative assets specifications
- Apple Help: Configure multiple product page versions
- Apple Help: Create a product page optimization test
- Apple: Enhancements to help you submit and market your apps and games (October 29, 2025)
- Apple: WWDC26 App Store guide
What is the App Store product page header?
The header is a wide image or video at the very top of your product page, above the app name and screenshots. Apple describes the new assets as a way "to highlight your brand, promote seasonal offerings, showcase new content, and more", and says they "complement your existing app previews and screenshots" (Apple).
In App Store Connect, the product page settings now have two tabs: Header and Search Results, and App Previews and Screenshots. The first tab has a Header view and a Search Results view, so you can see each placement on its own.
Good uses for a header:
What is the search results asset?
This is the image or video people see when your app appears in App Store search. Until now, search results showed your first screenshots. The new asset lets you choose a landscape visual made for that spot. Apple's WWDC26 App Store guide says these assets also reach people in the Apple Games app.
If you do not want to make two files, use one universal 16:9 asset for both the header and search results.
Sizes and formats
From Apple's creative assets specifications:
| Placement | Image | Video |
|---|---|---|
| Product page header | 21:9, 3840 x 1646 (JPEG or PNG) or 16:9, 5244 x 2950 (PNG) | 21:9, 3840 x 1646, 5 to 30 seconds, 30 or 60 fps |
| Search results | 3:2, from 1920 x 1280 to 3840 x 2560 (JPEG or PNG) or 16:9, 5244 x 2950 (PNG) | 3:2, 5 to 30 seconds, 30 or 60 fps |
What is the Asset Library?
The Asset Library is one place in App Store Connect for your app's images and videos: screenshots, app previews, the new header and search assets, and in-app event cards (Apple Help).
What makes it useful:
To manage assets you need the Account Holder, Admin, App Manager or Marketing role in your developer account.
There is also a new preview tool in App Store Connect that shows how your header, screenshots and search results asset will look before you submit, including Dark Mode and different devices.
Custom product pages now show up in search
Custom product pages are extra versions of your App Store page with their own screenshots, app previews and promotional text. Since Apple's October 2025 update you can create up to 70 of them, and you can give each one keywords. When a page has keywords, people who search for those words can see that page in search results instead of your default page.
Example: a fitness app could have one page for "home workouts" and another for "running plan", each with screenshots that match.
Product page optimization: test which page wins
Product page optimization lets you show different versions of your product page to a share of visitors and compare downloads. You can run up to 3 treatments in a test, for up to 90 days, and choose what share of traffic sees them (Apple Help). Apple says the new creative assets can be tested this way too. Your app must already be live on the App Store to run a test.
Should a small app bother?
Short answer: start with the basics, then add a header when you have something to say.
1. Screenshots first. They still carry most of the page. Make the first two explain what the app does.
2. Add a universal 16:9 header when you have a clear message: a launch, a season, a new feature. One file covers both placements.
3. Use custom product pages with keywords if your app serves two or three different groups of people.
4. Test once you have steady traffic, so the results mean something.
For more on what makes people tap Download, see Your app is live. Now what? Getting your first 100 downloads.
Where Snapp fits
Snapp builds your iPhone and Android app and publishes it into your own Apple developer account. On the way it prepares your standard store page: the app name, description, screenshots and privacy policy, which you check and approve. See your store page with Snapp.
The new header, search results asset and custom product pages are extra, optional marketing. Because your app sits in your own App Store Connect account, you can add them yourself at any time, and they do not need a new version of your app. If you have not published yet, start with how Snapp publishes to the App Store, or try Snapp at snappai.co.
Frequently asked questions
Do I need a new app version to change the header?
No. You can submit creative assets as a standalone submission in the Asset Library and use them once they are approved.
Can one image work for both the header and search results?
Yes. A 16:9 PNG at 5244 x 2950 pixels can serve both placements.
Are the new assets required?
No. They are optional and sit next to your screenshots and app previews, which are still required.
How many custom product pages can I make?
Up to 70 per app, each with its own screenshots, previews, promotional text and keywords.
Sources
Last updated: November 2026.
Snapp Team
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