Understand the latest update on the App Store about the new creative assets and how Newton helps advertisers prepare for the next phase of Apple Ads creative optimization.
1. What exactly has App Store changed with its new creative assets?
App marketers can now upload a new category of images and videos, called creative assets, to App Store Connect. These assets are separate from app screenshots and are not limited to showing what the app looks like in use. They can communicate brand identity, product value, seasonal campaigns, promotions, and other marketing messages.
The new Asset Library in App Store Connect provides a centralized place to upload and manage creative assets, app previews, and screenshots. Assets can be submitted for review independently of an app version update or product page submission, allowing advertisers to prepare creative materials in advance.
2. What new creative asset options are available for advertisers?
Creative assets introduce a new category of images and videos that go beyond showcasing an app in use. They can highlight brand identity, product benefits, promotions, seasonal offerings, and other marketing messages.
The key creative options include:
● Today tab ads: Distinctive brand imagery to build brand affinity and strengthen brand identity.
● Search results ads: Images and videos aligned with search intent, such as flight offers for travel searches or seasonal promotions for shopping apps. Videos are supported in search results ads, but not Today tab ads.
● Product page headers: Visual assets at the top of the default product page or individual custom product pages, tailored to different campaigns and audiences.
● Localized creative assets: Versions adapted for different languages and markets to maintain relevance across regions.
3. How can advertisers use these creative assets in Apple Ads campaigns?
Advertisers can align creative messaging with campaign objectives, keyword intent, and destination experiences. When creative assets become available in Apple Ads, advertisers will be able to select a default or custom product page as the tap destination and add an optional deep link to take users to a specific in-app experience. To run a specific creative asset against selected keywords, advertisers must include those keywords in the ad group linked to the asset.
Advertisers can prepare assets through the Asset Library in App Store Connect, independently of an app version or product page submission. Once available in Apple Ads, approved and eligible assets can be selected from the Creative Library. Both App Store Connect asset approval and Apple Ads ad approval are required before ads can run.
Preparing creative assets, localized versions, and destination links in advance can help advertisers plan for seasonal campaigns and other key marketing moments. While ad creative A/B testing will not be available at launch, product page optimization can be used to test assets for organic results and product page headers.
4. What are the technical specifications for creative assets intended for Apple Ads?
The specifications outlined for the upcoming Apple Ads creative assets provide a clear starting point for creative planning.
These specifications are important when building a reusable creative library for Apple Ads. Advertisers should prepare assets to the required dimensions and allow sufficient time for review before planned campaign dates.
5. How does the Asset Library change the way advertisers prepare campaigns?
The Asset Library allows app marketers to organise and submit creative assets ahead of their intended use, rather than waiting for an app version update. Once approved and eligible for the relevant Apple Ads capabilities, these assets can be selected for campaign use.
However, there are two important considerations:
● Approval: Assets need to pass App Store Connect review, and ads incorporating them will also require Apple Ads approval before running
● Planning: Advertisers should prepare and submit assets well ahead of seasonal campaigns or important promotional dates to accommodate the review process
Advertisers could use product page Optimization to test creative assets for organic product page experiences, including eligible product page headers. This distinction matters because creative availability and creative testing are separate capabilities.
6. How does Newton help advertisers capitalise on this shift?
Newton brings together Apple Ads expertise, creative intelligence and expert managed services to help advertisers make more of the expanding creative opportunities.
Through OpticksAI, Newton’s creative generation and optimization module helps advertisers develop creative variations across different campaign contexts, including categories, competitors, offers and seasonal events. Its approach combines creative production with performance intelligence, helping teams move beyond one-off custom product page creation towards a more structured testing and optimisation process.
For example, an advertiser preparing a seasonal campaign could explore multiple creative directions tailored to different audiences or offers, rather than relying on a singlecustom product page. Newton's team can help develop these variations, manage execution and use performance insights to inform subsequent iterations.
This is particularly relevant as advertisers look to scale their creative activity across more campaign opportunities.
7. What makes OpticksAI more than a creative production solution?
OpticksAI's role extends beyond generating creative variations. It connects what gets created with how those creatives perform.
The platform supports creative development informed by category, subcategory, event, region, language, and competitive context. Variations can explore different messaging, colours, visual treatments, and campaign themes while remaining aligned with the advertiser's brand.
Performance insights then help identify which approaches are working better and inform future creative decisions. This creates a more structured loop of creative development, evaluation, and optimization.
Newton is built around helping advertisers scale this process through expert managed services, rather than leaving teams to manage a growing volume of creative production and testing independently.
8. How should advertisers prepare for the next phase of App Store creative opportunities?
Advertisers should begin by reviewing their existing creative assets, identifying upcoming campaign requirements and planning variations around their key categories, keywords, promotions and markets.
They should also ensure that their assets meet the relevant technical specifications, prepare localized versions where needed and account for approval timelines. As creative capabilities become available across Apple Ads placements, campaign teams will need to coordinate creative planning with keyword strategy, destination selection and performance measurement.
Newton can help bring these elements together. By combining Apple Ads expertise with OpticksAI's creative and performance intelligence, supported by expert managed services, Newton helps advertisers build a scalable approach to creative experimentation.
The next phase of app growth will require more than access to new creative formats. It will require a clear strategy for developing relevant assets, testing variations, and using performance insights to shape what comes next.
