The short answer
Creative assets are images and videos that can go beyond in-app screenshots to show your brand, a seasonal offer or new content. They appear in the product page header and in search results, and you can use them on custom product pages, in product page tests and in Apple Ads. They are optional: without a search result asset, your In-App Events, app previews and screenshots appear as before. Since 16 October 2026 they have their own review rule, guideline 2.3.14.
Where creative assets appear
According to Apple’s App Store updates:
- Product page headers, at the very top of your product page.
- Search results, on the App Store and in the Apple Games app.
- App Store features: custom product pages, and tests with product page optimization.
- Apple Ads, on the Today tab and in search results.
Specifications
From Apple’s creative assets specifications:
| Placement | Aspect ratio | Size in pixels | Format |
|---|---|---|---|
| Product page header, image | 21:9 | 3840 × 1646 | .jpeg, .jpg or .png |
| Product page header, image | 16:9 | 5244 × 2950 | .png |
| Search results, image | 3:2 | 1920 × 1280 up to 3840 × 2560 | .jpeg, .jpg or .png |
| Search results, image | 16:9 | 5244 × 2950 | .png |
| Header or search video | 21:9 or 3:2, as above | 30 or 60 fps, 5 to 30 seconds | .mov, .m4v or .mp4 |
| In-App Event card | 16:9 | 1920 × 1080 up to 3840 × 2160 | .jpeg, .jpg or .png |
| In-App Event details | 9:16 | 1080 × 1920 up to 2160 × 3840 | .jpeg, .jpg or .png |
Images cannot include alpha channels or transparency. Videos are muted by default and loop. In search results they cannot be unmuted; on your product page, people can turn the sound on. Event videos run from 15 to 30 seconds.
What App Review accepts: guideline 2.3.14
The guideline says creative assets must relate to your app’s content and functionality or to your overall brand, follow the standard metadata rules and be appropriate for all audiences. They may not include inappropriate content, references to other apps meant to mislead, unverifiable claims, or specific or discounted prices. Apple’s best practices add:
- No prices, discounts, website URLs or copyright symbols.
- No awards or recognition the app has not actually received.
- No logos of, or references to, other platforms or marketplaces.
- No Apple recognitions such as Editor’s Choice or App of the Day; the App Store already shows them.
- Imagery suitable for a 4+ rating, even if the app is rated higher.
How to design them
The product page header
It is the first thing people see when they land on your page. Apple’s advice is to focus on a single, clear idea and design for a first-time visitor: what would make someone who has never heard of the app keep scrolling? Keep the subject inside the safe area of Apple’s templates, because devices and orientations crop the image differently.
The search result asset
People searching are looking for something specific, so Apple’s advice is to state the obvious: make the app’s purpose clear at a glance, and show the real experience, such as the interface or the content. We would usually design this one first. The header is seen by people who already tapped on you; the search result is seen by people who have not chosen yet.
Video
- Pick a strong poster frame. It is what people see before the video plays.
- Start with the value. Lead with the most compelling feature, and avoid quick cuts that are hard to follow.
- Loop cleanly. Videos repeat, so the end has to run into the start without a jump.
- Design for silence. Audio is usually muted; treat sound as texture, not information.
Across all of them
Keep text to a short phrase that adds to the image, and localise it for every language you support. Use the same palette, type and tone across your icon, header, screenshots and previews. Apple also lets you use one universal asset for both the header and the search result.
How to submit and test them
- Asset Library. A new place in App Store Connect to upload and organise images, videos, screenshots and app previews. Assets can be submitted for approval on their own, ahead of the campaign they are for.
- Product page preview. See how your header, screenshots and metadata will look on the product page and in search, in Dark Mode and on different devices, including iPhone Duo.
- Templates. Apple provides Figma, Photoshop, Pixelmator and Sketch templates with the safe areas marked.
- Tests. Use product page optimization to compare header visuals, and custom product pages to show different assets to different audiences.
Checklist
- One clear idea per asset, with the subject inside the template’s safe area
- No prices, discounts, URLs, awards or other platforms
- Suitable for a 4+ rating
- Text localised for every language you support
- Videos 5 to 30 seconds, looping cleanly and readable without sound
- Checked in the product page preview, in light and Dark Mode
Sources: Apple’s creative assets specifications, App Store asset best practices, what’s new in App Store and Showcase your apps with new assets on the App Store.
Related: ASO checklist · App Store screenshot sizes · App Store Optimization