App Store Connect Asset Library: How It Works

I read Apple's help pages on managing App Store assets and on submitting them from the library, on October 18, 2026. Then I checked which roles each page allows.

Here's how the library works, step by step, and where it saves you time.

Think of Asset Library as a shelf for every picture and video your app shows on the App Store.

Apple's help page calls it the central place to manage your app's assets across platforms, sizes and placements. Before it existed, your screenshots lived inside each app version. If you wanted the same image on a custom product page, you had to find it and upload it again.

Now it's stored once, and you pick it from the shelf.

Apple introduced the library in June, next to its new creative assets. Its developer news on October 5, 2026 presented both together, as new asset tools in App Store Connect.

Three kinds of media go into the library.

1. 1Screenshots, for every device size and language you support.
2. 2App previews, the short videos that show your app in action.
3. 3Creative assets, such as your product page header, your search result asset and In-App Event cards.

You don't need to move anything by hand. Apple says your screenshots and app previews also live in the library, so you can reuse existing ones. Its example is a new custom product page, where you'd otherwise track the same files down again.

Creative assets are the newest part. Our guide to creative asset sizes lists every dimension they accept.

Not everyone on your team gets the same access.

Apple's asset management page lists four roles that can manage assets: Account Holder, Admin, App Manager and Marketing.

The page on submitting assets lists a shorter set. It names only Account Holder, Admin and App Manager.

So a Marketing user can work in the library, but Apple's submit page doesn't list that role. If your designer or marketer has the Marketing role, plan for someone else to press the submit button.

It's a small detail. But it's the kind that holds up a seasonal launch when the one person with the right role is away.

Uploading takes a few clicks. Here's Apple's process:

1. 1In Apps, select the app you want.
2. 2In the sidebar, click Asset Library.
3. 3Choose Upload Creative Assets, or Previews and Screenshots.
4. 4Pick your files, then click Upload at the bottom right.

That's it. Your files now sit in the library with a status, ready for you to name, check and submit.

Before you upload, check the specs for each type. Screenshots, app previews and creative assets each have their own sizes and file formats. A file that doesn't match won't be any use in the placement you had in mind.

Click any asset, and you'll see its detail view. It holds four useful things.

Name. You can type a name to help you find the asset later. Apple says this name is only visible in App Store Connect, so customers never see it.

Works With. This shows which App Store features and placements the asset suits, such as In-App Events or search results.

Recent Usage. This tells you where the asset was most recently used.

Poster frame. For a video, you can set the still frame people see first. Apple says that choice applies everywhere the asset is used. Our post on choosing a poster frame covers what makes a good one.

A library fills up quickly. Think about how many sizes and languages you ship.

Apple adds three filters to help: Type, Status and Format. Combine them, and a long list shrinks to a handful.

The Status filter also finds archived assets. Use it when you want last year's art back.

Use the Name field from day one. Since only your team sees it, a plain pattern works well, such as the season, the placement and the language. Six months from now, you'll be glad you did.

This is the library's biggest change.

Apple says you can upload and submit creative assets on their own, apart from any app version, and without saying where you'll use them. That lets you get them approved in advance.

Picture a holiday campaign. In the past, new store art waited for your next app update. Now you can send the holiday header for review weeks early, while your developers work on something else.

Apple reviews these standalone assets against your app's latest version.

Once an asset is approved, it waits in the library. You can place it on a live product page when the day comes.

Apple's submission guide gives these steps:

1. 1In Apps, select your app, then open Asset Library in the sidebar.
2. 2Click Edit at the top right.
3. 3Select the assets you want reviewed.
4. 4Click Add for Review, then add them to an existing draft submission or a new one.
5. 5In the Draft Submission pane, click Submit for Review.

There's a shortcut too. You can click the Add for Review link in the Status column instead of steps 2 and 3.

If you submit without an app version, you'll pick a platform. Apple then reviews the asset with the latest version for that platform.

Standalone submissions have limits. Apple lists three.

First, your app needs an approved version. If it doesn't have one yet, the assets go in the same submission as your first version.

Second, some assets ride along with something else. When you submit an app version, a custom product page, a product page optimization test or an In-App Event, any assets assigned to it are reviewed with it. You can't send those separately.

Third, timing matters. If the item an asset belongs to is already in an active submission, you can't submit that asset on its own.

So for a brand new app, the library won't speed up your first review.

Removing an asset works two ways, and they're not the same.

Delete is strict. You can delete an asset only while its status is Prepared for Submission. Once it's in review or approved, delete is off the table.

Archive is the option for everything else. An archived asset can't be used in new placements.

There's a quirk, though. Apple says that if a new version of a placement is created and carries over an archived asset, the asset may be restored automatically.

To bring one back yourself, click the asset, then click Unarchive Asset. So archive old seasonal art when the season ends.

Your screenshots and previews now show up in three parts of App Store Connect. Each one does a different job.

1. 1Product Page Information sits on the version page, custom product pages and product page optimization tests. You upload, sort and place assets there, scoped to the page you're editing.
2. 2Media Manager handles placements for each device size and language. You can add assets from the library and reorder them.
3. 3Asset Library itself lets you upload, set poster frames and delete unapproved assets, apart from any version.

Apple adds that iMessage and watchOS screenshots go through View All Sizes in Media Manager.

Reuse is where the library pays off over time.

When you build a page or a placement, look for the Browse Assets button. It opens the library, so you can pick approved, compatible images and videos you already have.

That helps most with custom product pages. Apple allows up to 70 of them per app, and many share the same screens. Before the library, each page meant another round of uploads.

It helps In-App Events too. Apple says you can reach the library when you set up an event, not just a product page.

The Works With section tells you which placements an asset suits.

Approved creative assets can go live without a new app version.

If your current version is already on the App Store, open it and find the Header and Search Results tab. Click Browse Assets, choose an approved asset, then click Next and Publish. Your product page updates with the new asset.

Removing one is just as quick. The asset leaves its placement but stays in the library, so you can use it again next year.

Apple's help page describes this live update for creative assets. It doesn't say the same for screenshots, so plan screenshot changes around your normal app updates for now.

The library stores your art. It doesn't make it.

You still need good screenshots for each device size, and those must show your app in use. A creative asset only works on iOS 27 and iPadOS 27 or later, so screenshots carry your page for everyone else.

Our free screenshot maker puts your app screens in device frames for the store, with no signup. Make your set, upload it to the library, and give each file a clear name.

Then, when you build your next custom page or event, you'll pick from a shelf you've already filled.