New App Store creative assets: product page header and search results
Creative assets are optional App Store images or videos for iOS and iPadOS 27 and later that appear in the product page header (21:9, 3840×1646 px) and in search results (3:2, 1920×1280 to 3840×2560 px), or in both from one universal 16:9 asset of 5244×2950 px; videos run 5 to 30 seconds, loop, and play muted.
What are App Store creative assets?
Creative assets are a new, optional kind of App Store artwork. Screenshots and app previews must show the app in use; creative assets may instead show your overarching value, brand, seasonal offers or new content. Apple places them in organic spots: the product page header, search results and in-app event cards. They are available for iOS and iPadOS apps and games, shown on devices running iOS 27 or iPadOS 27 or later.
They are separate from screenshots, app previews, in-app purchase and subscription images, and any artwork Apple's editorial team may ask you for.
What are the exact sizes?
Images (no alpha channel or transparency):
| Placement | Aspect ratio | Resolution | File types |
|---|---|---|---|
| Product page header | 21:9 | 3840×1646 px | .jpeg, .jpg, .png |
| Search results | 3:2 | 1920×1280 px minimum, 3840×2560 px maximum | .jpeg, .jpg, .png |
| Universal (header and search) | 16:9 | 5244×2950 px | .png |
Videos:
| Placement | Aspect ratio | Resolution | Frame rate | Length | File types |
|---|---|---|---|---|---|
| Product page header | 21:9 | 3840×1646 px | 30 or 60 fps | 5 to 30 s | .mov, .m4v, .mp4 |
| Search results | 3:2 | 1920×1280 to 3840×2560 px | 30 or 60 fps | 5 to 30 s | .mov, .m4v, .mp4 |
In-app event media sit in the same Asset Library: event cards at 16:9 (1920×1080 to 3840×2160 px) and event detail pages at 9:16 (1080×1920 to 2160×3840 px), up to 500 MB, with videos of 15 to 30 seconds at 30 or 60 fps.
How does sound and looping work?
Videos loop continuously in both placements. In search results they are muted and cannot currently be unmuted. On the product page they start muted, and people can unmute them. Design every video to work without sound: the message must be visible.
What rules do creative assets follow?
App Review Guideline 2.3.14 (guidelines last updated 16 October 2026) covers them. Creative assets:
- must relate to your app's content and functionality, or to your overarching brand;
- follow the standard metadata guidelines and must be suitable for all audiences;
- must not include inappropriate content, references to other apps meant to mislead, unverifiable product claims, or specific or discounted pricing.
So "Summer season is here" over seasonal artwork can work, while "50% off this week" or "The number one planner" will not.
How do I upload and publish them?
With a version:
- In Apps, select your app, then the version under the platform in the sidebar.
- Under Product Page Information, open the Header and Search Results tab and choose Header or Search Results.
- Drag your image or video into the well, or click Browse Assets to pick one from the Asset Library, then Save.
- Use Preview to see the result on iPhone and iPad, in both orientations and in each language.
- Submit the version as usual. The assets go live when the version is approved and released.
To use one asset in both places, choose Use header asset in search results. This option exists only for universal (16:9, 5244×2950) assets.
Without a new version: upload through Asset Library (sidebar > Asset Library > add button > Upload Creative Assets) and submit the assets on their own. Standalone assets are reviewed against your latest version. To update a live version, open that version, go to Header and Search Results, click Browse Assets, choose an approved asset and click Publish.
To remove one, open the same tab and click Delete; the asset stays in the Asset Library.
What is shown if I leave them empty?
Apple calls creative assets optional, and its help pages do not describe a fallback image for an empty header or search slot. In search, Apple's product page guidance says that without an app preview the first one to three screenshots appear, depending on orientation, so plan your screenshots as if no creative asset existed. We will update this page when Apple documents the fallback.
How should I design them?
- One idea per asset. A header is seen at a glance; the search asset competes with other results.
- Keep the brand readable at small size in the 3:2 search crop.
- Use the 16:9 universal asset if you want one design to serve both placements, and check both crops in Preview.
- Rotate seasonally. Because standalone submission does not need a new version, creative assets fit seasonal and event content well. Get them approved in advance and publish on the day.
- Test them. Header and search assets can be part of product page optimization treatments (the Header and Search Results tab is available there).
How do I see what my category does?
The Uptika Rival log records day by day when a competitor changes its listing, including its screenshots and icon, so you notice when your category moves to new artwork. The Search mirror shows your search result card next to the apps above you for a keyword. The Free plan tracks one app in one storefront: start free.
For the rest of the visual set, see App Store screenshot sizes and How to design store screenshots that convert.
Questions
What size is the App Store product page header image?
3840×1646 px at 21:9, as .jpeg, .jpg or .png without transparency. A universal 16:9 asset of 5244×2950 px (.png) can serve both the header and search results.
What are App Store search result creative assets?
Images or videos at 3:2, between 1920×1280 and 3840×2560 px, that can appear for your app in App Store search results on iOS and iPadOS 27 or later. Unlike screenshots, they may show your brand or seasonal content rather than the app in use.
Do creative assets need a new app version?
No. You can upload and submit them on their own through the Asset Library; standalone assets are reviewed against your latest version. Once approved, you can publish them to a live version without a new submission.
Can creative asset videos have sound?
In search results, videos are muted and cannot currently be unmuted. On the product page they start muted, but people can turn the sound on. Videos loop in both places.