The https://github.com/eclipse-equinox/p2/blob/cc3868542ee18f101b56a5a02916b148ad13819f/bundles/org.eclipse.equinox.p2.publisher.eclipse/src/org/eclipse/equinox/internal/p2/publisher/eclipse/BrandingIron.java is currently quite limited when it comes to customizing products for macOS.
E.g., for eclipse-platform/eclipse.platform.swt#2627 it is currently necessary to modify the Info.plist file manually as part of the build process (e.g. via maven-antrun-plugin or https://github.com/buchen/fix-info-plist-maven-plugin).
It would be nice if the branding on macOS could be made more dynamic, by allowing arbitrary attributes for the Info.plist to be configured in the product configuration.