Custom product pages are up to 70 extra versions of your App Store product page, each with its own screenshots, previews, promotional text and keywords. Every page has its own link for ads and email campaigns, and since October 29, 2025 a page can show up in search instead of the default one.
What a custom product page is and who sees it
A custom product page is another version of your app's App Store page. It can change four things, the screenshots, the App Preview videos, the promotional text and the keywords. Everything else is shared with the default page, and each custom page can be localized into the app's languages.
Only people who follow its link, or who search for the keywords assigned to it, see a custom page. Everyone else gets the default product page. Custom pages work on iOS 15 and iPadOS 15 or later, including for apps on pre-order.
The point is to show people the thing they came for straight away. A link in an email about one feature lands on a page with screenshots of that feature. Apple says sending people to a custom page lifts conversion by 2.5 percentage points on average, against a 1.6% average for default pages (Apple's custom product pages overview, checked October 16, 2026).
Where to find it in App Store Connect
The path is App Store Connect › Apps › your app › Custom Product Pages in the left sidebar › Create Custom Product Page. If you already have pages, add a new one with the plus button. You can only create one once the app has Ready for Distribution status in at least one country or region.
The Account Holder, Admin, App Manager and Marketing roles can work with custom pages. Impressions, downloads and conversion for each page appear in App Analytics on the Acquisition tab once that page has five first-time downloads.
Limits and rules as of October 16, 2026
| What | Rule |
|---|---|
| Number of pages | up to 70 per app at a time, since October 29, 2025, half that before |
| What you can change | screenshots, App Preview videos, promotional text, keywords |
| Keywords | from the latest approved version, a separate set for each page |
| Link | every page gets its own, generated on creation |
| Deep link | iOS 18 and iPadOS 18 or later, a universal link or a custom URL |
| Where it works | iPhone and iPad, iOS 15 and iPadOS 15 or later |
| Review | every page and its deep link go through Apple's review |
| Metrics | in App Analytics after 5 first-time downloads from the page |
| Disabled or deleted page | its link redirects to the default page |
Per App Store Connect Help and Apple's news of October 29, 2025, checked October 16, 2026.
How to make a custom product page, step by step
- Open Custom Product Pages and click Create Custom Product Page. Enter a reference name, it is how the page shows up in App Analytics.
- Choose a blank page or a copy of an existing one. A copy comes from a version in Ready for Distribution or Prepare for Submission, in your primary language.
- Click Create. The page's link appears right away.
- Replace the screenshots, previews and promotional text for the languages you need. Approved files can come from the Asset Library through Browse Assets.
- In the Keywords section, select the words for this page, separately for each language, and click Publish.
- Optionally add a deep link so the Open button lands in the right place in your app. Test it first, for example by pasting it into Notes and tapping it.
- Click Add for Review, then Submit for Review. Once approved, the page is visible to people.
Appto makes product page screenshots in every language and keeps two sets side by side. The second set works well for a custom product page, see App Store screenshots.
Keywords and search since October 2025
On October 29, 2025 Apple doubled the number of custom pages to 70 and let you assign keywords to them. A page with keywords can appear in search results for those words in place of the default page. The words come from your latest approved app version, you can't add new ones here.
Apple recommends a separate set of words for each page, matched to what that page is about. You can assign them at any time, but the page only becomes searchable once it is approved and set to visible. Later you can switch off a single keyword without touching the rest.
Common mistakes
- The same keywords on several pages. Apple asks that each keyword combination belong to a single page. Otherwise the App Store has no clear page to show.
- A link shortener in the deep link. The help pages advise against shorteners and extra redirects, and suggest testing the link before you submit.
- Editing during review. While a page is under review its screenshots, previews, text and keywords are locked. Withdraw the submission first.
- Deleting instead of disabling. Deleting is permanent. If you may need the page again, turn its link off with Disable Link and visitors land on the default page.
- Expecting numbers on day one. A page's metrics only show up in App Analytics after its first five first-time downloads.
Questions
How many custom product pages can an app have?
Up to 70 at a time. Apple doubled the limit on October 29, 2025.
Do I need a new app version for a custom product page?
No. Once the app is approved, a custom page can go to review on its own. For the very first release, include it in the same submission as the first version.
Can a custom product page change the icon or the description?
No. Only the screenshots, App Preview videos, promotional text and keywords can differ.
Do custom product pages show up in App Store search?
Yes, once you assign keywords and the page is approved and set to visible. For those words the App Store shows it instead of the default page.
Can I run an A/B test on a custom product page?
No, product page optimization in App Store Connect only tests the default page. Custom pages are compared with the default page through their metrics in App Analytics.
Build your own app in Appto
Appto checks the niche on fresh App Store data, designs the screens, writes the code, builds the App Store page and submits to Apple from your account or shows you what to press in App Store Connect. Runs on your own Claude Code or Codex.
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