What changed, and when.
Two lists. First, every change Apple has made to custom product pages since it announced them in 2021, newest first, each linked to Apple’s own announcement or documentation. Second, what changed in Pagefully.
What Apple changed
Only changes verified against Apple’s pages are listed. For what the rules are today, in one place, read the complete guide or the requirements and sizes.
Up to 70 custom product pages per app, raised from 35
Apple doubled the limit: you can now create and publish up to 70 custom product pages at a time. The same note restates that each page can carry keywords and appear in search results in place of the default page.
Source: Apple, Enhancements to help you submit and market your apps and games
Keywords for custom product pages live in App Store Connect
A custom product page can be assigned keywords from the latest approved version of the app and is shown in App Store search for them instead of the default page, once approved and set to visible. Assigning keywords alone needs no review. Apple’s help page documents it; the day it appeared in App Store Connect was reported by developers, not announced.
Keywords for custom product pages announced at WWDC25
In the session What’s new in App Store Connect, Apple introduced keywords for custom product pages so that a page can be surfaced in search results, with the keywords chosen per language.
Deep links for custom product pages, with iOS 18
A custom product page can carry a deep link, a universal link or custom URL, so that someone who opens the app from that page lands on the matching content. Assigned in App Store Connect; works on iOS 18 and iPadOS 18 or later.
Apple Search Ads supports custom product pages
An ad variation can send people to a custom product page instead of the default page. Apple’s note states the limit of the time: up to 35 additional versions of a product page.
Source: Apple, Apple Search Ads now supports custom product pages
Custom product pages and product page optimization available
Both features opened in App Store Connect for iOS 15. A custom product page has its own screenshots, app previews and promotional text, is localizable, and is reached through its own URL. Product page optimization tests up to three treatments of the default page.
Source: Apple, New features for App Store product pages now available
Custom product pages announced at WWDC21
Apple announced custom product pages, up to 35 per app, and product page optimization, in the session Get ready to optimize your App Store product page.
Source: Apple, Get ready to optimize your App Store product page (WWDC21)
What changed in Pagefully
Guides, About, this changelog and the launch post
Eight guides to custom product pages, each with its Apple sources and the date it was last checked, an About page, this changelog, and the post Why we built Pagefully.
Public beta at pagefully.com
Preview three pages for any app from its App Store link, with no signup. One page free, sent to App Store Connect when you approve it. The Pack, $49 once for 10 pages, and Pro, from $29 a month billed yearly, for up to 70 pages kept current.