Apple says users will start seeing ads in App Store
What's the story
Apple has announced plans to expand advertising placements within its App Store search results. The move, set to take effect from 2026, is aimed at giving app developers and advertisers more visibility when users are actively seeking new apps. The update was shared through Apple's own advertising platform, Apple Ads.
Strategy
New ad placements to enhance visibility
The new strategy will see Apple introduce more ad slots on the search results page. These ads won't just be placed at the top but also at various positions further down the list of results. The company says this is to create more opportunities for advertisers while keeping search as the main tool for users to discover apps.
Reasoning
Apple's rationale behind the ad expansion
Apple said that most people find and download apps through search, with nearly 65% of downloads happening directly after a search. The company added that these extra ad placements are meant to help advertisers drive more downloads without requiring them to redesign or relaunch their existing campaigns. However, developers and advertisers will have limited control over where an ad will show up as Apple won't allow them to choose or bid for a specific position in search results.
Consistency
Billing and visual format of ads to remain unchanged
Despite the changes, Apple has confirmed that billing will remain unchanged. The company will continue to charge advertisers on a cost-per-tap or cost-per-install basis, depending on their existing pricing model. Also, the visual format of ads will stay consistent across all placements. Whether an ad appears at the top or further down in search results, it will use the same product page format with support for default/custom product pages and optional deep links.