Apple is giving developers new ways to make their apps stand out on the App Store. The company has officially launched a suite of creative marketing assets alongside new asset management tools in App Store Connect, making it easier for developers to prepare, preview, organize, and publish promotional content without waiting for an app update.

The rollout follows Apple’s WWDC 2026 announcement that these capabilities would arrive later this year. They’re now available to developers, bringing a more flexible approach to App Store marketing that goes beyond traditional screenshots and app preview videos.

Developers can now showcase apps with richer visuals

One of the biggest additions is support for new creative assets that appear in App Store product page headers and search results. Developers can upload custom images and videos designed to highlight their brand, promote seasonal campaigns, advertise major updates, or showcase special in-app content.

These assets complement existing screenshots and app previews instead of replacing them, giving developers more opportunities to capture attention before users even open an app’s listing. Apple has also published updated design guidance, specifications, and downloadable templates to help developers create visuals that meet the company’s requirements.

The feature should be particularly useful for apps and games that regularly run seasonal events, live-service updates, or limited-time promotions.

Preview App Store listings before publishing

Apple is also introducing a new preview tool inside App Store Connect.

Developers can now see exactly how their product pages, search result assets, screenshots, and metadata will appear before submitting them for review. The preview supports multiple device types, portrait and landscape orientations, and Dark Mode, helping developers catch layout or design issues before customers see them.

This reduces much of the guesswork that previously came with updating an App Store listing, especially when preparing marketing campaigns across multiple Apple devices.

New Asset Library simplifies campaign management

Another major addition is the Asset Library, a centralized repository within App Store Connect.

Instead of repeatedly uploading the same screenshots, videos, and promotional artwork, developers can store and organize their creative assets in one place. Assets can even be uploaded and submitted for App Review well before they’re intended to go live.

For example, a developer can prepare artwork for a holiday promotion weeks in advance, receive Apple’s approval early, and activate the campaign when the appropriate date arrives without waiting for another review cycle.

Apple says the Asset Library also streamlines workflows by making it easier to reuse approved creative assets across App Store product pages and future marketing efforts.

Why it matters

While the new features don’t change how apps are developed, they could have a meaningful impact on how they’re discovered.

The App Store has become increasingly competitive, and visual presentation plays a major role in whether users tap on a listing. By giving developers richer branding opportunities, preview tools, and centralized asset management, Apple is making it easier to run polished marketing campaigns without tying every creative change to a full app update.

The launch also continues Apple’s broader effort announced at WWDC 2026 to expand the App Store’s marketing and discovery capabilities for developers.