The App Store gained two new places for your marketing images in iOS 27: the product page header and the search results asset. A universal creative asset is one image that fills both. This page covers its size, its safe area, and when it's the right choice.
The short answer: a universal asset is 5244 × 2950 pixels (16:9), PNG only, no transparency. Keep everything that matters inside the 1402 × 962 art safe area, centered left to right and above the middle.
What a universal asset is #
The header and the search result have different shapes: the header is 21:9 and the search asset is 3:2. Normally that means two designs. A universal asset is a single 16:9 image that App Store Connect accepts in both slots, so you design and get approved once.
Apple's reason is consistency: one visual in search and on the product page "strengthens brand recognition", and people see the same image before and after they tap. Apple suggests the same pairing even with separate assets.
Where it shows #
The same places as the two assets it replaces, on iOS 27 and iPadOS 27 or later:
- Product page header, at the top of your product page and your Custom Product Pages
- Search results, in place of your screenshots, including keyword-specific results from Custom Product Pages
- When your app is featured on the App Store
Universal asset size #
| Universal asset | |
|---|---|
| Size | 5244 × 2950 pixels |
| Aspect ratio | 16:9 |
| Format | .png only (no JPEG) |
| Transparency | Not allowed |
| Video | Not listed; use a separate header or search video |
| Can fill | Product page header and search results |
Compared with the other two, it's the largest canvas, and the only one that has to be a PNG. Sizes are from Apple's creative assets specifications, checked on October 21, 2026.
The universal asset safe area #
Apple's universal templates for Figma, Sketch, Photoshop and Pixelmator mark an art safe area. Here it is to scale:
Universal 16:9
5244 × 2950 px
Safe area 1402 × 962, 27% × 33% of the canvas
| Pixels | Share of canvas | |
|---|---|---|
| Canvas | 5244 × 2950 | 100% |
| Art safe area | 1402 × 962 | 27% of the width, 33% of the height |
| Top-left corner | x 1921, y 660 | |
| Horizontal position | Centered (1921 on each side) | |
| Vertical position | 660 from the top, 1328 from the bottom | Above center |
Two things stand out:
- It's small. About a third of the height and a quarter of the width. Apple doesn't document exactly how it fits the image into each slot, but the same file has to work in a 21:9 header and a 3:2 search result, on iPhone and iPad, so only the middle is safe everywhere.
- It sits high. The box is above the vertical center, so the focal point belongs in the upper middle of the image, not dead center. The lower part of the canvas is the first to go.
All three creative assets compared #
Here are the three canvases at one shared scale, the way Apple's template lays them out, with each one's safe area:
Universal 16:9
5244 × 2950 px
Safe area 1402 × 962, 27% × 33% of the canvas
Search results 3:2
3840 × 2560 px (min 1920 × 1280)
Safe area 2168 × 1030, 56% × 40% of the canvas
Product page header 21:9
3840 × 1646 px
Safe area 1646 × 661, 43% × 40% of the canvas
| Universal | Search results | Product page header | |
|---|---|---|---|
| Canvas | 5244 × 2950 | 1920 × 1280 to 3840 × 2560 | 3840 × 1646 |
| Ratio | 16:9 | 3:2 | 21:9 |
| Art safe area | 1402 × 962 | 2168 × 1030 (at max size) | 1646 × 661 |
| Safe area position | Centered across, above center | Centered | Centered |
| Formats | PNG | JPEG or PNG | JPEG or PNG |
| Video | No | Yes, always muted | Yes, can be unmuted |
Universal or separate assets? #
Use a universal asset when:
- The image is a brand or campaign visual that works in both places
- You want one file per locale and per campaign instead of two
- You plan to swap seasonal visuals often through Asset Library
Use separate assets when:
- You want a video in either place
- You need more room. The header's safe area is 1646 × 661 and the search safe area is 2168 × 1030 at full size, both more room than the universal box
- Search should show the app itself while the header shows the brand, which is what Apple suggests for each
How to upload it #
Add it to an app version and submit the version, or upload it to Asset Library and submit it on its own. Once approved, pick it for the header, search results or both, and publish without a new submission. Check it in Preview in App Store Connect on iPhone and iPad, in both orientations and every language, before it goes live.