Apple shipped new creative assets on the product page in October. I opened App Store Connect and turned the tools on. Most small teams are still treating the listing as screenshots and a keyword field.
The page is bigger now. That is not extra decoration. It is more surface that can fail the same way Hangar's first screenshot already failed: people see you, then they do not tap.
The five, in one line each
Product page header. A banner above your screenshots. An image, or a short muted loop.
Search results asset. The 3:2 card people see in keyword search, before they tap. Image or video.
Custom product pages. Up to 70 versions of your page, each with its own link, screenshots, and text.
Product page optimization. A/B test up to three treatments of the page. Results show in App Analytics.
In-app events. Up to 15 approved at a time, with their own card in search and on the page.
The Asset Library is what ties it together: upload and approve creative without waiting for an app update. Apple's own note on that is 5 October. Header and search assets show on iOS 27 and later. Older phones still see screenshots and previews.
The search card is the new first screenshot
I already learned that rank is not a download. The searcher still has to notice the listing. That job used to be screenshot one. It is now the search results asset, then the header, then the screenshots.
If the 3:2 card does not say what the tap does, the header never loads. Hangar still has to look like a deploy button. BrainHD still has to look like dump → next move → city. A pretty banner on the product page does not fix a search row that looks like every other productivity app.
Custom pages can take keywords off the default listing. That is useful if the page matches the query. It is how you show the wrong Hangar to someone who typed Vercel, again.
Three things that will trip you in Connect
I did not need a new rejection to know these. They are the same class of mistake as a missing IAP screenshot: the binary is fine, the store record is not.
iOS 27 is not the whole store. Header and search assets are the new room. Anyone not on 27 still gets the old layout. If you only design for the header, you redesigned a slice.
Asset Library is still review. You do not wait for a binary. You still wait for approval. Upload today, use it when Apple says yes. A seasonal BrainHD header that is still Waiting for Review is not live.
The preview in Connect is the check. Screenshots, Dark Mode, device, orientation. I would not submit a paywall I had only seen in Simulator. I will not ship a search card I have only seen in Figma.
Page tests still need a default that is honest. Three treatments of a listing that does not explain the product is three ways to lose the same tap. What's New is still one sentence. This is the same job with more slots.
I am not going to invent which treatment won. When Analytics has a result I trust, I will write it the way I wrote Hangar's funnel. Until then the work is filling the new room so it matches the app.