Apple Doubles Custom Product Page Limit — Smarter ASO & ASA Strategies for Black Friday

Apple has quietly dropped one of its most significant App Store updates of the year — and it couldn’t have come at a better time.

As of October 2025, developers can now create up to 70 Custom Product Pages (CPPs) — doubling the previous limit of 35.

This change opens up massive new opportunities for ASO and user acquisition (UA) teams, especially with the Black Friday season right around the corner.

Why This Update Matters

The App Store has always been a place where creative presentation meets data-driven optimization. But until now, many marketers were forced to make trade-offs: which features to highlight, which keywords to prioritize, and which visuals to test.

With 70 CPPs, those limits are gone. Teams can now:

• Localize at scale: Adapt visuals and messaging for different markets without removing older versions.

• Run simultaneous creative tests: Compare seasonal promotions (like Black Friday bundles) against evergreen campaigns.

• Enhance discoverability: Assign unique keywords to each CPP for better search alignment and intent-driven visibility.

• Boost ad-to-store precision: Use CPPs across Apple Search Ads, Meta, Google, and even QR-based campaigns to deliver hyper-relevant landing experiences.

In short, this isn’t just a technical update — it’s a marketing multiplier.

Impact on ASO and Organic Visibility

For ASO professionals, this expanded CPP limit reshapes how organic optimization can be approached.

Instead of maintaining one-size-fits-all product pages, teams can now:

• Target long-tail keywords by intent or feature.

• Localize creatives based on cultural nuances and user preferences.

• Link CPP URLs across social media or influencer campaigns to funnel traffic directly to the most relevant App Store page.

• Test creative hypotheses faster, from screenshot order to icon variations.

This means organic visibility can now be segmented, tested, and iterated — just like paid ads — creating a unified growth feedback loop between ASO and ASA.

Impact on UA Managers and Ad Teams

For user acquisition managers running Apple Search Ads (ASA), this change is even more exciting.

You can now:

• Create intent-specific ad variations that lead directly to matching CPPs.

• Maintain event-based or seasonal campaigns (like Black Friday or Lunar New Year) alongside your evergreen pages.

• Build re-engagement flows that showcase app updates or new features for returning users.

With keyword assignment now available for CPPs, UA teams can align ad bidding, targeting, and creative strategy — all within the App Store ecosystem.

The result: less friction, higher ROI, and smarter growth.

External Channels: Consistency Beyond Apple Ads

The benefits don’t stop at Apple.

CPPs can now serve as universal landing experiences across Meta, Google, Unity, and DSP campaigns.

Each ad click can route users to a version of your product page that speaks directly to their intent — whether that’s holiday deals, exclusive rewards, or limited-time offers.

By combining CPP links with deep links, teams can craft end-to-end journeys that feel seamless from ad click to post-install engagement.

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How FoxData Helps You Maximize the 70-Page Opportunity

Apple’s expansion makes FoxData’s ASO and CPP Intelligence more powerful than ever — turning Custom Product Pages from a creative option into a strategic advantage.

Instead of just creating CPPs, FoxData helps you analyze, compare, and optimize them — revealing exactly how leading apps are using this new 70-page capacity across different markets and campaigns.

Understand What’s Working — and Why

Apple Search Ads’ Custom Product Pages (CPPs) let developers create tailored versions of their App Store listings — each with unique screenshots, app previews, and promotional text.

They’re designed to highlight specific features, audiences, or seasonal offers (like Black Friday deals).

But without the right tools, it’s nearly impossible to know:

❓ Which CPPs are performing best in search results

❓ What keywords they’re targeting

❓ How competitors are localizing and iterating their creatives

That’s exactly where FoxData’s Ad-CPPs feature steps in.

Inside FoxData’s Ad-CPPs Dashboard

The Ad-CPPs module helps ASO and UA teams visualize and compare Custom Product Pages from any app or keyword — unlocking deep competitive intelligence at scale.

Here’s how you can use it:

1.  Start Your Analysis

• Go to Ad → CPPs in your FoxData dashboard.

• Choose your research path: By Category, By Keywords or By Apps.
  • By Category – Analyze CPP performance and creative strategies within specific App Store categories to identify emerging trends and top-performing themes.
  • By Keywords shows all CPPs appearing in Apple Search Ads under a specific search term.
  • By Apps shows all CPPs tied to one selected app, across any country and timeframe.

You can then filter results by country or time range for precise market insights.

2.  Analyze CPP Keywords

Under the CPP Keywords tab, you can see:

• All ranked keywords linked to each Custom Product Page

• Their search volume and index position

• When each CPP was first seen and last active

By studying these metrics, you’ll uncover:

• Which keywords competitors are prioritizing for visibility

• How often CPPs are refreshed for different markets

• Where new keyword opportunities may exist for your own campaign expansion

💡 Pro tip: Click “Show CPP Keyword” to instantly view all ranked keywords and performance data for that page — a shortcut to spotting trends fast.

While Ad-CPPs is the most comprehensive way to study ASA and CPP trends, you can also explore from three additional perspectives: ByCategory, By Apps, By Keywords.

These multi-angle approaches ensure your CPP strategy is not guesswork — but data-backed.

Scale Faster, Smarter — Especially This Black Friday

With 70 Custom Product Pages now available, marketers have more creative room than ever. But success will depend on how effectively you analyze and adapt — and FoxData’s CPPs delivers that clarity.

As Black Friday approaches, teams need to process massive datasets, track performance in real time, and make decisions faster than ever. That’s where the FoxData API comes in — enabling instant, large-scale access to app and market data, helping marketers integrate insights directly into their own systems and automate optimization workflows.

The teams that can test faster, localize smarter, and optimize with connected data will dominate the charts.

Get Ahead of the Curve — Before Everyone Else Does

FoxData’s Black Friday campaign is about to go live — the perfect chance to explore these features firsthand.

👉 Sign up now for free and discover how FoxData can help you scale your ASO and ad performance this holiday season.