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Prepare your App Store creative assets in App Store Connect’s Asset Library before launch, not while a release is waiting for review. The practical set includes app previews, screenshots, a product-page header image or video, and a search-results creative. Upload and submit these independently of the app version, preview them on iPhone and iPad in both orientations and every localization, then keep approved alternates ready. After a version is live, you can publish an approved header or search creative without submitting another app update.
This guide explains the required dimensions, how search placement differs from a product-page header, when Custom Product Pages are worth the work, how to test treatments, and which metrics tell you whether a new visual actually improves acquisition.
What to prepare in App Store Connect
Apple separates the familiar app previews and screenshots from optional creative assets designed to communicate a broader brand, a seasonal offer, or newly released content. All of them can be stored and reused in Asset Library, which is the most efficient place to organize launch and campaign variants.
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|---|---|---|
| App previews | Short videos showing the app experience, interface, content, or gameplay. | On the product page and, when available, in discovery surfaces such as search. |
| Screenshots | Static views that explain the product and its main benefit. | Product pages; the first one to three can also appear in search when no app preview is available. |
| Product-page header creative | A wide visual for a brand message, feature, season, or new content. | The product-page header. |
| Search-results creative | A visual that answers the searcher’s question at the moment the app is found. | App Store search results. |
| In-App Event creative | Promotion for a time-limited event or activity. | Eligible App Store discovery placements, including places where Apple may otherwise show other creative. |
Creative assets are optional, but omitting them does not leave search empty. If you provide no search-results creative, Apple may show In-App Events, app previews, and screenshots instead. That fallback is less controllable, so a launch plan should treat the search asset as a deliberate discovery message rather than an extra decoration.
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Why Asset Library work should start before launch
Asset Library lets you upload images and videos and submit them for review independently of an app version. That separation gives design, localization, and review time to run in parallel with engineering. It also means a live version can receive a newly approved header or search creative without waiting for a new binary submission.
Use Apple’s Preview tool before submission. Inspect each placement on iPhone and iPad, in portrait and landscape where the surface supports both, and in every language you intend to publish. Text that is readable on a desktop mock-up can be cropped or become too small on a phone. Previewing also exposes differences between a product-page presentation and a search-result card before customers see them.
- Start production early enough to absorb a review rejection or a localization correction.
- Keep an approved alternate for an important campaign so a single failed asset does not remove the message from a launch calendar.
- Track which file is intended for which audience, keyword set, device family, and language; generic filenames make later publishing errors more likely.
Production specifications you must meet
Build from Apple’s current templates and keep the important message inside the displayed safe area. The following dimensions are the documented requirements in the supplied guidance; verify them again in App Store Connect because specifications can change.
| Placement | Aspect ratio | Documented pixel guidance | Important constraints |
|---|---|---|---|
| Product-page header, primary image | 21:9 | 3,840 × 1,646 pixels | Keep essential text and faces inside the template safe area. |
| Search-results image | 3:2 | Minimum 1,920 × 1,280; maximum 3,840 × 2,560 | Design for a small card and make the purpose obvious without sound. |
| PNG variants listed in Apple’s specification table | 16:9 | Use the dimensions accepted by the current table. | Confirm the current upload requirements before exporting. |
Images cannot contain an alpha channel or transparency. Export an opaque background rather than relying on a transparent layer that may pass through a design tool but fail validation in App Store Connect.
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Videos are muted by default in search results. On the product page, people can unmute them. Your opening frame or poster frame therefore needs to communicate the app’s purpose on its own. Do not put the only explanation in narration, music, or a late frame.
Design for both the safe area and the crop
Apple’s templates show the safe area for each surface. Place the product name, benefit, callout, and key interface state inside it, then check the edges for accidental cropping. A header can look balanced in a 21:9 artboard and still lose a headline when the same creative is viewed in another orientation or device presentation. Test portrait and landscape layouts separately instead of assuming that a responsive crop will preserve your hierarchy.
How to make a search-results creative that earns the click
Apple describes search creative as the first thing many people experience after finding an app through the Search tab. The visual should state the app’s purpose plainly and show the interface, content, or gameplay that proves the match with the query. Apple’s guidance is summarized by two useful rules: “State the obvious” and “Showcase the firsthand experience.”
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Match the first visual to the query
Begin with the intent behind the search, not with an abstract brand statement. A budgeting app should show the budgeting workflow; a game should show recognizable play; a photo tool should show the editing result and the control that produced it. If the searcher cannot tell what the app does from the first frame, a polished illustration is still a weak answer.
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Make small-screen reading the default
- Use one primary message, not a paragraph of feature copy.
- Show a real screen or result at a scale that remains legible in a compact card.
- Use high contrast and avoid placing type over busy interface detail.
- Assume the video is muted and the poster frame may be the only frame seen.
- Check localized text length; a translation that expands can push the benefit outside the safe area.
Apple allows up to 10 screenshots on a product page. When no app preview is available, the first one to three screenshots may appear in search results, so those opening screenshots should also function as discovery assets rather than merely filling a gallery.
When a product-page header and search creative should differ
The two surfaces answer different questions. A search result must confirm relevance immediately, while a product-page header can introduce a broader brand, seasonal offer, or major feature after the visitor has already chosen to inspect the app. Reusing one file everywhere is efficient, but it can sacrifice clarity on one of the surfaces.
| Decision question | Search-results creative | Product-page header |
|---|---|---|
| Primary job | Confirm that the app matches the query. | Frame the app’s broader promise or current campaign. |
| Best visual evidence | Interface, content, or gameplay directly related to intent. | Feature, season, event, or brand story supported by the app experience. |
| Audio assumption | Muted by default. | People can unmute product-page video. |
| Composition priority | Immediate legibility in a small card. | Wide safe-area composition across supported presentations. |
Custom Product Pages for campaigns and search intent
Custom Product Pages let one app have up to 70 additional product-page versions. Each page can use different screenshots, app previews, promotional text, and keywords, and each has a unique URL. This is useful when the same app needs a different first message for a feature, sport, character, season, audience segment, or campaign promise.
Use a distinct page when the visitor’s intent changes
Create a page when a campaign sends people with a clearly defined expectation that the default page cannot answer quickly. For example, a social campaign about a new training mode should open with that mode, while a seasonal email can lead with the seasonal content. Assign a distinct keyword combination to each page when you want it to be eligible for relevant App Store searches instead of relying on the default page.
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Do not clone the default page 70 times. Give each page a single audience and a coherent message from keyword to first screenshot. Use the unique URL in Apple Ads, social posts, email, or another acquisition link, and keep a record of which campaign owns each URL.
What Apple’s reported conversion figures mean
Apple reports “a 2.5 percentage point increase on average” when referring people to a Custom Product Page, compared with “the 1.6% average conversion rate on default product pages.” The source does not state the publication year, so treat these as Apple’s year-not-stated averages, not a guaranteed result for your app. Your own conversion quality, download volume, and downstream sales should decide whether the additional production and localization work pays off.
Testing the default product page with Product Page Optimization
Product Page Optimization allows up to three treatments on iOS and iPadOS product pages. Treatments can use alternate app icons, screenshots, and app previews. Start with one clear hypothesis per treatment, such as “a feature-led opening screenshot will produce more downloads than a benefit-led opening screenshot.” Changing several unrelated ideas at once makes the result difficult to interpret.
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Evaluate engagement or conversion in App Analytics and keep the audience, timing, and localization context alongside the result. Product Page Optimization does not include Custom Product Pages, Apple Watch product pages, or iMessage product pages, so those surfaces need separate measurement.
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A launch sequence that avoids last-minute rework
- Define intent. Write the search query, campaign audience, and one-sentence promise for each placement.
- Choose the evidence. Select the interface, content, or gameplay that proves the promise in the first frame or screenshot.
- Build variants. Produce the 21:9 header and 3:2 search creative, plus any accepted 16:9 PNG variant, using Apple’s safe-area templates.
- Export correctly. Remove transparency, check pixel dimensions, and verify that text remains readable without audio.
- Upload early. Put the files in Asset Library and submit them independently of the app version so review can begin before the binary is ready.
- Preview every context. Check iPhone and iPad, portrait and landscape, and each localization in Apple’s Preview tool.
- Keep alternates ready. Maintain an approved backup for the launch-critical message and label it clearly.
- Configure campaign pages. Where intent differs, create a Custom Product Page with unique screenshots, promotional text, keywords, and URL.
- Test the default page. Run Product Page Optimization with up to three treatments and one hypothesis per treatment.
- Publish and monitor. Once the version is live, publish approved header or search updates and watch conversion and download quality rather than judging the artwork alone.
Measurement and a practical decision framework
Custom Product Page analytics include impressions, product-page views, downloads, conversion rate, and downstream subscription or sales metrics. Data for a particular page appears once that page has received at least five first-time downloads, so do not interpret an empty report as zero performance before that threshold is met.
Compare creative routes on six axes:
- Message clarity: Can a person understand the app’s purpose at a glance?
- Experience proof: Does the visual show the real interface, content, or gameplay?
- Intent fit: Does the first visual match the keyword or campaign promise?
- Coverage: Is the file correct for every device, orientation, and localization?
- Review readiness: Does it meet dimensions, opacity, safe-area, and submission requirements?
- Business outcome: Do impressions become qualified product-page views, downloads, subscriptions, or sales?
A high click-through rate with weak downloads usually signals a promise-to-page mismatch. Strong downloads with poor downstream subscriptions or sales may mean the creative attracts the wrong audience or overstates the experience. Use the full funnel before selecting a winner.
Common failures and fixes
The upload is rejected for format or dimensions
Recheck the aspect ratio, pixel bounds, and alpha channel. Export a flattened, opaque image at one of Apple’s accepted sizes, then validate it against the current specification table rather than resizing an already-cropped file repeatedly.
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Move essential copy into the template safe area and preview the affected orientation and device. Reduce copy before shrinking it; a short readable claim is more useful than a complete sentence that becomes microscopic.
The video makes no sense in search
Replace the opening frame or poster frame with a clear product view and visible benefit. Keep the explanation understandable with audio off, because search videos are muted by default.
A campaign page receives traffic but little conversion
Check that its keywords, ad or email promise, first screenshot, and promotional text describe the same audience need. Review impressions, product-page views, downloads, and downstream metrics after the page reaches five first-time downloads, then revise the weakest link rather than changing every asset at once.
The team waits for a new app version to change creative
Use Asset Library’s independent submission flow. Once the creative is approved and the live version is eligible, publish the header or search asset without sending a new binary for review.
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