Apple: App Store Connect upgrades for review + marketing (CPPs x70, keywords, offer codes)

Summary

Apple shipped a set of App Store Connect / App Review changes that are easy to miss, but have real marketing impact:

• You can submit certain items to App Review independently of an app version.
• You can now publish up to 70 Custom Product Pages (up from 35), and assign keywords per CPP so a CPP can surface in search.
• Offer codes now support all in-app purchase types, and Apple is ending the ability to create promo codes for IAP starting March 26, 2026.

Source: https://developer.apple.com/news/?id=gf6mgrs6

What changed (and why marketers should care)

1) Submissions are less “all-or-nothing”

Apple now allows additional submissions to App Review separate from an app version (for example, certain In-App Events or Game Center features).

Why it matters:

• You can reduce “storefront work is blocked by a binary waiting on review” failure modes.
• Teams can decouple marketing calendar from app binary risk a bit more cleanly.

2) CPPs just got more scalable, and more discoverable

Apple:

• doubled the number of live CPPs you can run (to 70), and
• added the ability to attach keywords to each CPP, allowing those CPPs to appear in search results for those keywords instead of your default product page.

Why it matters:

• CPPs are moving from “nice-to-have paid landing pages” to a real intent-matching surface.
• The keyword layer will reward teams who map intent clusters to one promise + one proof (instead of duplicating the same screenshots across 10 pages).

3) Offer codes expand, promo codes for IAP sunset

Offer codes now apply to:

• consumables
• non-consumables
• non-renewing subscriptions
• (expanded) auto-renewable subscriptions

And Apple notes:

• Starting March 26, 2026, you can no longer create promo codes for In-App Purchases in App Store Connect.
• Existing promo codes can be redeemed until they expire.

Why it matters:

• This is an operational change (tooling, tracking, customer support scripts) not just a pricing footnote.
• If you rely on promo codes for partnership promos, influencer bundles, or “make good” support gestures, you need a migration plan.

What to do next (tiny wins)

• CPP mapping: pick your top 5 intent clusters and draft one CPP per cluster (promise, proof, mechanism). Don’t overthink the rest.
• Offer code migration: list every place you generate IAP promo codes today, then decide what becomes an offer code vs what becomes a free app promo code.
• Review risk: document which storefront changes can now ship without waiting on the next binary, and update your release checklist.

Read the original: https://developer.apple.com/news/?id=gf6mgrs6