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Take Pixelmator for example: http://appstore.com/mac/pixelmator

How do they have a background image set?

Doug Smith
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    In my view this question is valid, should fall into the "software tools commonly used by programmers". See http://stackoverflow.com/questions/433907/how-to-link-to-apps-on-the-app-store for other app store question – Olof Aug 02 '13 at 18:26
  • I agree; it's useful information for app development which isn't covered anywhere in the App Store documentation (even to explain that it's not available by default). – StilesCrisis Mar 04 '16 at 17:01

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As far as I know, you have to be specially selected by Apple in order to do this; it's not something all developers can do unfortunately.

stonesam92
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    I believe it's associated with your app having been featured on the App Store by Apple. For instance, Pixelmator currently shows up in the header of the front page. –  May 13 '13 at 15:19