Apple to Expand App Store Ads in March 2026, Starting with the UK
Apple has announced plans to introduce additional advertisements within App Store search results, beginning March 3, 2026. This initial rollout will target users in the United Kingdom and Japan who are operating devices on iOS 26.2 or later, and iPadOS 26.2 or later. The expansion is set to reach users in other regions by the end of March.
This move aims to provide advertisers with more opportunities to drive app downloads directly from search results. Apple’s website states, To help give advertisers more opportunities to drive downloads from search results, Apple Ads will introduce additional ads across search queries.
For developers and advertisers, no immediate action is required to participate in these new ad placements. Apple’s system utilizes keywords to match user searches with relevant advertisements, ensuring that ads are displayed based on relevance rather than financial bidding alone. This approach prevents developers from forcing their ads to appear in unrelated search results.
By default, ads are generated based on an app’s product page. However, developers have the option to create ad variations to better align with specific audiences and keyword themes. Apple notes, Ad variations allow you to align ad creative with specific audiences and keyword themes. Importantly, there are no changes to how developers are billed for ads; the existing billing structure remains in place.
This isn’t the first time Apple has expanded its advertising within the App Store. In October 2022, the company introduced ads to the Today section. More recently, in April 2025, Apple’s advertising platform was rebranded from Apple Search Ads to Apple Ads, reflecting a broader push into the advertising space.
The decision to increase ad placements has sparked discussions among users and developers. Some express concerns about the potential impact on user experience, fearing that an influx of ads could clutter the interface and detract from the App Store’s usability. Others see it as an opportunity for developers to gain more visibility in a competitive marketplace.
Apple emphasizes that the expansion of ads is designed to maintain a balance between providing value to advertisers and preserving a positive user experience. The company asserts that ads will be relevant and non-intrusive, aiming to enhance app discovery without overwhelming users.
As the March rollout approaches, both users and developers will be keen to observe how these changes affect the App Store ecosystem. Apple’s commitment to relevance and user experience will be critical in determining the success of this expanded advertising initiative.
