Product Page is an app's page on the App Store — icon, name, subtitle, screenshots, previews, ratings, and description — and the screen where a shopper decides whether to install.
The product page gathers everything a shopper can see about an app: name, subtitle, and icon; up to 10 screenshots and three app previews; promotional text and description; What's New; the summary rating and reviews; promoted in-app purchases; and, where available, in-app events and App Store Tags. Every app has one default product page and can add custom product pages that vary screenshots, previews, and promotional text. Those are reached through their own URLs, through Apple Ads, and — for keywords assigned to them — in search, in place of the default page. Google Play calls the equivalent the store listing.
The product page is where conversion happens: keyword work earns the impression, and the page earns the install. Each visit counts as a product page view, the natural denominator for page-level conversion, though App Store Connect's own conversion rate divides downloads by unique impressions. Because the icon, rating, and up to three screenshots or previews can also appear in search results, part of the page works before anyone taps. Practitioners test the default page with product page optimization, build custom product pages for high-value traffic sources, and keep every element consistent with the keyword that brought the visitor.
Example
A sleep app's default product page leads with a "fall asleep faster" screenshot for general search traffic, while a custom product page linked from a podcast sponsorship opens on bedtime stories — two pages for one app, each matched to why the visitor arrived.