Custom Product Pages (CPP) are additional App Store product pages — up to 35 — each with its own screenshots, preview, and promotional text, reachable by unique URLs to match specific audiences or campaigns.
Custom product pages let you tailor the listing to the source of the traffic. Instead of sending every visitor to one generic page, you create variants — each with its own creative and messaging — and link to them from Apple Search Ads, social campaigns, or other channels via unique URLs. A meditation app can show "sleep" creative to one audience and "focus" creative to another, dramatically improving relevance and conversion for each segment without changing the default page everyone else sees.
CPPs are a paid-and-owned-channel tool, not an organic search play — they don't have their own keyword rankings; the default page still governs organic discovery. Their power is in matching message to intent for traffic you direct, and they pair naturally with Apple Search Ads, where you can point different ad groups at different custom pages. They also support international expansion by letting you spin up market-specific creative.
Example
A fitness app links its "home workout" ad group to a CPP whose screenshots are all bodyweight exercises, and its "gym tracker" ad group to a CPP showing weightlifting logs — each page converts its audience better.