Effective now and upcoming · Verified 2026-10-12
October 2026 App Store creative changes
A decision-focused index to Apple’s Asset Library, product-page headers, search-result creative, and upcoming iPhone Duo work.
In brief
Apple’s current creative system adds product-page header and search-result assets alongside screenshots. iPhone Duo screenshot delivery is an upcoming requirement dated for April 2027, not a universal requirement today.
Effective now
Teams can plan the new product-page header and search-result creative as separate placements with their own aspect ratios and playback behavior. Screenshots remain a distinct proof sequence.
Upcoming
Apple has published iPhone Duo screenshot guidance tied to the iOS 27.1 SDK and an April 2027 requirement date. Keep source files flexible and label the requirement as upcoming until it applies.
What to do
Inventory editable creative sources, define placement-safe compositions, plan silent-first video, keep essential content away from edges, and verify final requirements in App Store Connect before delivery.
Primary sources
Rules and interfaces move. Recheck these sources before submission-sensitive work.