Custom Product Pages (CPP) are up to 70 additional versions of an app's App Store product page, each with its own screenshots, app previews and promotional text, built to match a specific audience, campaign or search.
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 reach them through a unique URL from Apple Ads, social campaigns or other channels. A meditation app can show "sleep" creative to one audience and "focus" creative to another, improving relevance and conversion for each segment without changing the default page everyone else sees.
Since Apple's October 2025 update, CPPs are an organic search lever too. You can assign keywords from your app's latest approved version to a custom product page — Apple advises choosing ones that match the page's intent — and that page can then surface in search for those terms. The same update doubled the limit from 35 to 70 pages. CPPs still pair naturally with Apple Ads, where different ad groups can point to different pages, and they support international expansion with market-specific creative. Our CPP framework shows how to plan a set.
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.