App Store product pages get header images and video, and App Store Connect gets an Asset Library
Apple now lets developers put header images and looping video on App Store product pages and search results, with an Asset Library to approve them early.
Apple announced on 5 October that developers can add custom header images and video to App Store product pages and to search results.
The new creative assets sit alongside the screenshots and app previews developers already supply. Apple's developer news post says they can highlight a brand, promote seasonal offers or show new content. App Store Connect also gains a preview tool, which shows how a product page and its search result will look before submission, in Dark Mode and across devices and orientations, and an Asset Library for managing all of an app's images and video in one place.
The specifications
Apple's creative assets specifications page sets out the formats. Images cannot include transparency.
Placement | Image | Video |
|---|---|---|
Product page header | 21:9 at 3840 x 1646, or 16:9 at 5244 x 2950 | 21:9, 5 to 30 seconds, 30 or 60 fps |
Search results | 3:2, 1920 x 1280 to 3840 x 2560, or 16:9 at 5244 x 2950 | 3:2, 5 to 30 seconds, 30 or 60 fps |
In-App Event card | 16:9, up to 3840 x 2160, 500 MB | 16:9, 15 to 30 seconds |
Video loops in both new placements. In search results it is muted and cannot be unmuted; on the product page it starts muted and the viewer can turn the sound on.
What the Asset Library changes
Apple's help page says creative assets can be uploaded and submitted for review on their own, independent of an app version and without saying where they will be used. Apple's example is a seasonal campaign approved today and switched on later. Screenshots and previews live in the same library, so they can be reused in Custom Product Pages without uploading them again. Uploading needs the Account Holder, Admin, App Manager or Marketing role, and the library is also reachable through the App Store Connect API. Apple has published new App Review guidance on common screenshot problems at the same time.
Our take
The headline feature is the header, but the Asset Library is the change that will save the most time. Until now, marketing images were tied to an app version, so changing a product page for a holiday meant shipping a build or timing a review. Separating approval from release turns the App Store page into something a marketing team can schedule, which is how every other storefront already works.
The search result video is the part to think hardest about. A muted loop in a list of results competes with the app icon and the first screenshots for the same glance, and Apple's own rule that it cannot be unmuted means it has to work as silent motion. Small studios without a video team will be up against large publishers with one, in the place where most downloads are decided. APPDOOK would start with a still header, measure, and only then spend on video.
It also lands the same day as Apple's call for iPhone Duo apps, whose new screenshot sizes go through the same library. And it is one more App Store Connect default worth checking rather than assuming, after multiseat subscriptions were switched on by default. For anyone who publishes an app, the useful step this week is to open the preview tool and see what the product page looks like on each device before a competitor's header sits above it.
Sources
Showcase your apps with new assets on the App StoreApple Developer, 2026-10-05- Creative assets specificationsApple Developer, 2026-10-05
- Manage your App Store assetsApple Developer, 2026-10-05
Reporting and images linked above belong to their respective publishers and are shown from their own servers. The analysis here is our own.
