Apple Expands App Store Search Ads: More Sponsored Apps to Appear in Results
Apple is set to enhance its App Store search experience by introducing additional sponsored app placements within search results. Starting March 3, 2026, users in the UK and Japan will notice not only the traditional sponsored result at the top but also additional sponsored apps interspersed among organic search listings. This initiative aims to provide developers with increased visibility opportunities and is slated to extend to other Apple Ads markets by the end of March.
Understanding the Update
Historically, the App Store’s search function displayed a single promoted app at the top of the results. With this forthcoming update, Apple is introducing multiple ad slots throughout the search results page. This strategic move is designed to offer advertisers more avenues to reach potential users, capitalizing on the high intent associated with search queries. By integrating ads seamlessly within the natural flow of search results, Apple aims to influence user engagement and app selection more effectively.
Implications for Advertisers
For developers currently utilizing Apple Ads in search results, this expansion requires no immediate action. Existing search campaigns will automatically qualify for the new ad placements, eliminating the need for additional campaign creation or adjustments.
It’s important to note that advertisers cannot select specific positions for their ads within the search results. Apple’s system determines ad placement based on factors such as keyword relevance, app quality, and other ranking signals. Consequently, higher bids do not guarantee prominent placement, emphasizing the importance of app relevance and quality in achieving visibility.
This update complements, rather than replaces, Apple’s existing ad placements. Advertisements will continue to appear in established locations across the App Store, including the Today tab, at the bottom of app product pages, and within the suggested list in the Search tab prior to query input.
Device and Software Compatibility
The expanded search ad placements will be available on iPhones running iOS 26.2 or later and iPads with iPadOS 26.2 or later in the initial rollout regions.
Frequently Asked Questions
When will the additional App Store search ads be implemented?
The rollout begins on March 3, 2026, in the UK and Japan, with plans to expand to other Apple Ads markets by the end of March.
Do advertisers need to modify their current campaigns?
No, existing search results campaigns will automatically be eligible for the new placements without any required changes.
Can advertisers control where their ads appear within the search results?
No, Apple determines ad placement using its ranking system, which considers factors like keyword relevance and app quality.
This expansion of search ads underscores Apple’s commitment to enhancing its Services division. Analysts estimate that App Store advertising already generates several billion dollars annually, and this initiative is poised to further bolster that revenue stream.
