App Store product pages now have a header and a search results asset

Two new spots on the App Store

Since early October 2026, the version page in App Store Connect has a new tab called Header and Search Results. Apple calls the images and videos you put there creative assets, and they go in two places.

The first is the product page header, a wide image that sits above your icon and app name. Until now the top of the page was just the icon and the name, so this changes the first impression more than anything Apple has added in years.

The second is search results. When your app shows up in a search, you can show one wide image or video instead of the usual row of screenshots. Leave it empty and nothing changes: In-App Events, previews and screenshots appear as before.

Both only show on devices running iOS 27 or iPadOS 27 and later. People on older versions see the old page. Both are optional, so skipping them won't hold up a review.

Sizes and formats

These come straight from Apple's specifications page.

You'll see posts calling 5244 x 2950 the header size. It isn't. That's the universal asset that can fill both slots. A header-only image is 3840 x 1646. None of these can contain transparency, so flatten the background before you export a PNG.

Video works too, at the same sizes, 30 or 60 fps, 5 to 30 seconds, as mov, m4v or mp4. In search results it stays muted and people can't turn the sound on. On the product page it starts muted and people can unmute it. It loops in both places, so a clip whose last frame flows into the first looks a lot cleaner.

If you only make one universal asset

The fastest route is a single 5244 x 2950 universal asset used in both slots. The checkbox that reuses the header asset in search results only appears when you pick a universal one.

The catch is that a 16:9 image has to fit both 21:9 and 3:2, so something gets cut either way. If you assume a center crop, the header loses the top and bottom and the search result loses the sides.

What survives both is roughly the middle 4425 x 2248. Apple doesn't publish a fixed crop rule. It only says to keep the focal point centered because devices and orientations differ. So treat the math as a guide: keep text and app screens well inside the middle and let only background reach the edges. Then check the Preview in App Store Connect on iPhone and iPad, in both orientations.

What to put in each

Apple's best practices say the header should focus on one clear idea, while the search asset should state the obvious and show the firsthand experience. Read side by side, the two jobs are pretty different.

Anyone looking at your header has already opened the page. The icon, name and Get button sit right below it, so the header doesn't need to explain features. Mood and context work better: where the app gets used, what it feels like.

Search is the opposite. Your app sits next to competitors, and if it isn't obvious what it does, people scroll past. Show the actual app screen clearly and add one short line. Apple's advice on text is good here: write a phrase that adds to the picture, not one that describes it.

Some things are off limits. No specific prices or discounts, no URLs, no copyright symbols, no awards you haven't won, no logos of other platforms, and no Apple recognitions like Editor's Choice. Even if your app is rated 17+, these assets have to meet a 4+ rating.

Uploading and review

There are two ways in. On the version page, open the Header and Search Results tab, pick Header or Search Results, and drag in a file or choose an approved one from your library. Those go live when the version is approved and released.

The other way is Asset Library in the sidebar. Click the plus button, choose Upload Creative Assets, and submit them on their own. No new version needed. Apple reviews them against your latest live version, and once something is approved you can swap it in later without another review. That makes seasonal artwork easy: get the winter header approved in October and switch it on in December.

You need the Account Holder, Admin, App Manager or Marketing role. For video, pick the poster frame carefully, because you can't edit it after approval.

Assets are attached per localization, so if your image has text, plan one per language your app supports. Custom product pages can each get their own header too, and you can have up to 70 of those per app.

Where an indie developer should start

Adding a search asset hides the first three screenshots people used to see in search. If your screenshots already do the job, it's reasonable to leave search empty and start with the header only.

To find out what actually works, use product page optimization. You can test up to three treatments against your current page for up to 90 days, and results show up once a test has at least five first-time downloads.

The lightest first step is one universal PNG submitted on its own through Asset Library. Once it's approved, put it in the header, look at how it crops in the Preview, and then decide whether search results should use it too.