Product Page Optimization (PPO) is Apple's native A/B testing feature that lets you test up to three variant treatments of your icon, screenshots, or app preview against the default and measure conversion.
Product Page Optimization, run from App Store Connect, lets you serve different versions of your default product page's visual assets to randomized portions of your traffic and see which converts best, with statistical confidence. You can test the icon, the screenshots, or the app preview — up to three treatments against the original — over a set period, and then promote the winner. It removes the guesswork from conversion work by measuring real shopper behavior instead of opinion.
PPO is distinct from custom product pages: PPO tests variations of your main page to improve overall conversion, while custom product pages create additional pages aimed at specific audiences. Google Play's equivalent A/B capability is store listing experiments. Either way, testing the highest-leverage asset (usually the first screenshot or the icon) first is how you get the biggest, fastest conversion gains.
Example
A team runs a PPO test of three first-screenshot variants; the benefit-led version wins by four conversion points with high confidence, so they make it the default. Test the highest-leverage asset first — usually the first screenshot or the icon — to get the biggest, fastest conversion gains.