Apple doubles the custom product page limit, here’s what it means for app marketers

Apple just announced a major update for developers and app marketers. As of October 29, 2025, developers can now create and publish up to 70 custom product pages, doubling the previous limit of 35.

This update offers greater flexibility to highlight different features, tailor user experiences, and better align ad and store strategies. It also introduces keyword assignment for custom product pages, making each page more discoverable on the App Store.

What’s new

• The maximum number of custom product pages has been increased from 35 to 70.
• Developers can now assign more keywords to individual custom product pages to improve visibility in search results.
• All custom product pages are available for use in Apple Ads ad variations, enabling advertisers to deliver more relevant, personalized ad experiences.

This means app marketers can now test, localize, and personalize at a much larger scale, both for organic and paid acquisition processes. 

Impact on organic growth and ASO teams

For ASO professionals, this change brings new opportunities for keyword diversification, localization, and creative testing.

• Assign unique keyword sets to each custom product page for intent-based discoverability.
• Test different visuals, screenshots, and messaging to identify which combinations drive higher tap-through and conversion rates.
• Localize your custom product pages to fit market-specific preferences while keeping your overall brand identity consistent.
  Use custom product page URLs across social media, emails, websites, or QR codes to drive users to the most relevant App Store experience.

With the ability to assign keywords and create more variations, custom product pages can now become a core component of your organic visibility strategy.

Impact on UA managers on the Apple Ads side

For Apple Ads professionals, the increase to 70 custom product pages means more room for experimentation and precision targeting.

• Create intent-specific pages that align with keyword themes or user motivations.
• Run creative and messaging tests to optimize conversion rates across different audience segments.
• Set up market-specific or seasonal campaigns (Valentine’s Day, Back to School, Black Friday) without removing older pages.
• Build re-engagement pages for returning users that highlight recent updates or new features.

More custom product pages mean more control over ad-to-store alignment, enabling teams to boost campaign performance and ROI.

Impact on external acquisition channels (Meta, Google, Applovin, Unity, Mintegral etc.)

The benefits extend beyond Apple Ads. Custom product pages can now be used strategically in other acquisition channels by linking directly to them.

• Link each ad creative on Meta, Google, or DSPs to the most relevant custom product page for higher conversion rates.
• Combine custom product page links with deep links to deliver a consistent pre-install and post-install experience.
• Create unified user journeys across channels, from ad click to App Store visit to in-app action.

With 70 pages available, marketers can now maintain full-funnel creative consistency across all major networks.

How the MobileAction platform helps you utilize the new capacity

Apple’s update makes two key MobileAction tools, CPP A/B Testing and Organic CPP Insights, more valuable than ever, empowering teams to manage, test, and analyze custom product page performance at scale.

CPP A/B Testing in Apple Ads Campaign Manager 

• Run controlled experiments across multiple custom product page variants.
• Measure performance metrics such as Tap-Through Rate (TTR) and Conversion Rate (CR).
• Enable Traffic Stabilization to ensure fair test conditions.
• Identify statistically significant winners automatically. 

Here you can find more details. 

Organic CPP Results in ASO Intelligence

• Monitor how your custom product pages perform organically across different markets.
• Track which pages appear in search results based on assigned keywords.
• Combine organic insights and paid data to form a unified custom product page strategy.

These tools allow ASO and UA teams to collaborate, test at scale, and make data-driven optimization decisions.

Apple’s decision to double the custom product page limit marks a strategic shift rather than a simple technical update. This change empowers marketing and ASO teams to build more relevant, localized, and high-performing App Store experiences. With more custom product pages available, teams gain greater flexibility to experiment with creative variations, target audiences more precisely, and uncover new growth opportunities. Leveraging MobileAction’s CPP A/B Testing and Organic CPP Results tools, marketers can transform this expanded custom product page capacity into actionable insights and measurable performance improvements.

Ready to scale your custom product pages strategy with expert guidance and tools? Book a demo with MobileAction.