Apple is expanding how apps appear on the App Store by allowing images and videos in new placements, the company announced through Ruhi, an engineering manager on the App Store Connect team.
The Product Page can now feature a Header that accepts images or videos separate from screenshots and preview clips, Ruhi said. This header appears first when people open an app page and offers more control over brand presentation and narrative.
Videos in the header give developers a way to shape first impressions, while the header, app icon and screenshots are meant to work together to clarify an app’s purpose and features.
The App Store will also change Search Results, replacing default app screenshots with a chosen image or video. Developers can select assets that communicate core value quickly and that encourage users to tap and learn more.
Submission Flows Automation And Practical Uses
Apple described two submission paths for the new marketing visuals. Developers may upload assets on an app version page and use a preview tool to test how the Product Page and Search Results appear on iPhone and iPad, across orientations and languages. Once a version is approved and released, the new assets go live with it.
The company also introduced Asset Library, a centralized repository for creative assets. The library houses existing screenshots, preview videos, in-app event media and new marketing images or videos, which Apple calls creative assets. Developers can upload assets there and submit them for review independently of an app version.
Approved assets in Asset Library become available for immediate use without further reviews, Apple said. That allows teams to swap visuals in real time, as illustrated by a demonstration that replaced a summer hiking header with a winter asset and published the change directly to the store.
Apple advised developers to pair these new visuals with Custom Product Pages and deep links so users move from web or ad creative into specific in-app content. Product Page Optimization can be used to test variants, and automation is possible through the App Store Connect API and the Apple Ads Platform API, which include client libraries for Swift and other languages.
Ruhi encouraged developers to prepare images and videos, upload them to Asset Library, preview placements, and submit for review. The new options are available for both iOS 27 and iPadOS 27, and they apply to apps and games across all App Store categories.
