Do I need a new app version to change my header?

No. You can submit creative assets as a standalone submission through Asset Library, so you can change them for a season or a campaign without an update.

How do I see exactly what people will see?

Select Preview in App Store Connect to see the assets on the product page and in search results, on iPhone and iPad, across orientations and languages.

My asset shows in the preview but not in search. Why?

Search results use their own asset. Assign a search results image, or, with a universal asset, select "Use header asset in search results".

Will older iPhones see the header?

No. Creative assets appear only on iOS 27 and iPadOS 27 or later. Everyone else sees your screenshots, so keep those up to date too.

← Size guides

Header image approved but not showing?

Updated October 12, 2026

Approval is only half of it. An approved creative asset sits in Asset Library until it's assigned to your product page and the page is live, and it only appears on devices that support it. Most "it's approved but I can't see it" cases come down to one of the checks below.

Check these in order

Is it assigned? On your app version, open Product Page Information, then the Header and Search Results tab. The asset has to be selected there, not just approved in Asset Library.
Is it assigned for every language? Assets are localized, so each language needs its own selection. Switch your device or the preview to the language you're checking.
Is the version released? Assets submitted with a version go live when that version is released. If you chose manual release, they wait for you.
Are you on iOS 27 or iPadOS 27? Older versions keep showing screenshots and never show creative assets.
For search results with a universal asset: is "Use header asset in search results" selected? Without it, search falls back to your events, previews and screenshots.
Are you looking at the right storefront? Check the country and language your App Store account uses.

How long review takes

Apple doesn't publish a review time for creative assets. Developers reported in October 2026 that images took roughly two to three days, sometimes up to five, and that videos took longer. Assets submitted a day apart were often approved together.

You can submit creative assets as a standalone submission through Asset Library, without updating your app version. Standalone assets are reviewed against your app's latest version.

Questions

Do I need a new app version to change my header?: No. You can submit creative assets as a standalone submission through Asset Library, so you can change them for a season or a campaign without an update.
How do I see exactly what people will see?: Select Preview in App Store Connect to see the assets on the product page and in search results, on iPhone and iPad, across orientations and languages.
My asset shows in the preview but not in search. Why?: Search results use their own asset. Assign a search results image, or, with a universal asset, select "Use header asset in search results".
Will older iPhones see the header?: No. Creative assets appear only on iOS 27 and iPadOS 27 or later. Everyone else sees your screenshots, so keep those up to date too.

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Sources: Creative assets specifications, Asset best practices, Manage your App Store assets.