App Store creative assets: headers and search result visuals in iOS 27

Creative assets may show things beyond the app in use, but they must still relate to what the app does. Apple’s best practices ask you not to include prices, discounts, website URLs or copyright symbols, logos or references to other platforms or stores, claims you can’t verify, or Apple recognitions such as Editor’s Choice or App of the Day. Review follows App Review Guideline 2.3, Accurate Metadata, and the Apple Advertising Policies.

Keep text short and localized, keep key elements inside a safe area near the center, since assets are cropped differently across devices and orientations, and aim for one focal point. For video, pick a strong poster frame, lead with your main value, avoid fast cuts, make it loop cleanly, and design for muted playback first, since audio is usually off. Apple suggests using one universal asset for both header and search result to build recognition. If you add no search result asset, your In-App Events, app previews and screenshots appear there as before. Apple publishes Figma, Photoshop and Pixelmator templates on its asset best practices page.

There are two ways to get creative assets approved: upload them with a new app version and submit as usual, or upload them to Asset Library in App Store Connect and submit them on their own, without a version update. Approved assets stay in the library, and you can switch your header or search result visual to any of them without another review, for example from a summer to a winter visual. Upload and submission also work through the App Store Connect API, and a new preview tool shows your product page on iPhone and iPad in each orientation and language before it goes live.

Headers can be tested with product page optimization, and each custom product page can carry its own header, so the visual on a campaign landing page matches what people see on the App Store. See App Store A/B testing and custom product pages. Screenshots and previews still matter: app preview video specs, In-App Events.

A stronger product page converts the visitors you already have; Censuus sends more of them. Censuus ranks apps by the visits they draw, and adding your app is free on the List my app form. Placement comes from traffic and sponsorship: apps climb on the visits they draw, and a sponsor can pay to rise higher.