Apple is preparing to increase the number of advertisements shown during App Store searches, with changes set to take effect in 2026. The company has informed developers and advertisers that the new ads will appear directly within search results, supplementing the existing placements that currently appear at the top of search pages.
According to Apple, the expanded ad presence will not affect how apps are ranked or positioned based solely on payments. In guidance shared with advertisers, the company emphasised that paid promotions will still be governed by relevance, not spending power.
Apps that do not closely match a user’s search query will not be eligible to appear in these new ad slots, regardless of how much an advertiser is willing to bid.
Apple stated that its advertising system evaluates both relevance and bids, and apps that are not considered a strong match for a given search will not be entered into ad auctions. As a result, developers do not need to take any special action to qualify for the new placements—and they also cannot buy their way into them if their apps are not deemed relevant.
Advertisers will continue to have the option to create multiple versions of their ads, allowing visuals and messaging to be tailored to specific audiences or keyword themes. If no custom creative is provided, Apple will automatically generate ad layouts using content from an app’s product page.
Billing practices will remain unchanged. Advertisers will still be charged either per tap or per app install, depending on the pricing model they select.
The move reflects Apple’s gradual expansion of advertising within its ecosystem. In 2022, the company introduced additional App Store ads in the Today section, although these placements were initially limited to specific regions. More recently, Apple rebranded its advertising division as Apple Ads, signalling a broader push to grow its ad business.
While speculation continues around potential advertising additions to other Apple services, including Maps, the company has only confirmed the App Store search expansion for now. The changes mark another step in Apple’s effort to increase ad inventory while maintaining its stated focus on relevance and user experience.
