Custom product pages for utility apps

Which pages can a utility app make?

One per task. Nobody browses for a utility; they search for the job in plain words the moment they need it, and judge each result by whether it clearly does that job. That makes utilities a natural fit for search pages. A custom product page gets its own screenshots, app previews and promotional text, and keywords so it appears in search for them instead of your default page, with each keyword combination unique to one page.1 How that works is in custom product pages in App Store search.

A plan for Boltkit, a made-up toolkit with a QR scanner, a TV remote, file transfer and a storage tidy-up:

The searches are examples of how people describe these tasks, not measured volumes. Your keyword field and ad reports show which ones you appear for.

What do the top 100 Utilities apps lead with?

The most common lead is a feature, in 39% of their first screenshots. We read every screenshot of the top 100 free Utilities apps on the US App Store on October 9, 2026, 549 in all, and counted the first of each set, the one people see first. The full set, app by app, is on the Utilities page of the App Screenshot Index.

The shares do not add up to 100: a headline can do two of these at once, and some do none (a slogan, a single word, the app’s name). Headlines are quoted as the apps wrote them, without saying whose they are.

In utilities, 12% of the leaders’ first screenshots lead with privacy, security or working offline, against 1% with an outcome. That suits a category where an app asks for access to the network, the camera or your files. Who the app is for is rare at 2%, so a page for travellers or shop owners stands apart by naming them.

These numbers describe what leading apps do, not what causes installs. A top app ranks for its brand, its budget and its age as much as for its screenshots, so read the table as the conventions your page will sit beside in search, and decide whether to match them or stand apart.

What goes in the first screenshot of each page?

The task, done, in your real app:

1. Show the task at the moment it works.The code scanned and its link shown. The files arriving. The duplicates found. A home screen of tool icons says nothing about any one of them.
2. Use the search’s words in the headline.“Scan any QR code” matches the search exactly. “Your everyday toolkit” matches none.
3. Answer the worry the task brings.A QR page can show the link before it opens. A transfer page can say the files stay on your network, if they do.
4. Keep it to one task.The other tools can appear later in the set, or on their own pages.
5. Show realistic results.A tidy-up that finds 4.1 GB is believable. One that finds a full phone’s worth is not.

For headline wording, see writing screenshot headlines.

What will App Review look at?

Every page is reviewed against the App Review Guidelines.1 For utilities, the rules about honest claims matter most:

• No services the app does not offer. Apple names iOS-based virus and malware scanners as an example of misleading marketing that is grounds for removal.2 “Phone cleaner” pages should say what is actually cleared.
• No trick features. False information and features, including inaccurate device data or joke functionality such as fake location trackers, are not allowed, and saying it is “for entertainment” does not help.3
• VPN rules. VPN apps must use the NEVPNManager API, be offered by developers enrolled as an organization, declare what data they collect before purchase or use, and not sell, use or disclose data to third parties.4 A privacy page should match that declaration word for word.
• Brand names. Do not pack metadata with trademarked terms, and do not use trademarks without permission.56 A remote page names the kind of TV, not the maker.
• Other platforms. Names, icons or imagery of other mobile platforms do not belong in your metadata unless there is approved interactive functionality.7 A transfer page shows a computer, not another phone’s logo.

If a page is rejected, see what to do when a custom product page is rejected.

How many pages should you start with?

Start with the searches you already get traffic from. List the keywords you already appear for, group them by task, and make the page for the task with the most people behind it first. If one tool in a toolkit brings most of the searches, its page comes first. The method is in how many custom product pages you need.

How do you know a page works?

App Analytics reports each custom product page’s product page views, downloads and conversion rate beside your default page.8 A page’s data appears once it has at least five first-time downloads.8 Compare a search page with your default page in search for the same weeks. The steps are in how to measure custom product pages.