App icon (App Store)

Changing the icon after your app is published requires creating and uploading a new app version and submitting it for review. You cannot swap it from the product page editor like promotional text.

Product page optimization can test up to three alternate icons against the original. The alternate icons must be part of the app binary for the current App Store version, so the build that contains them has to ship before the test starts. The test applies to iOS and iPadOS apps on version 15 or later.

Search results show the icon next to the app name and subtitle, and can add up to three screenshots or previews. At that size the icon has to be recognizable in a glance. A good icon does not rank an app higher by itself; it can lift how many people tap, which feeds conversion rate.

1. View it at the smallest size it appears, not in your design tool.
2. Use one clear shape. Avoid small text.
3. Make it different from the icons of the apps that rank above you.
4. Use the same icon in every storefront unless you have a reason and test it.

• Changing the icon just before a launch, with no time for a new review.
• Testing an icon without shipping the alternate in the build first.

Plan a test in App Store Connect and read the other product page limits in the metadata limits reference.