Apple Expands App Store Advertising: More Ads Coming to Search Results in 2026
Apple has announced a significant expansion of its App Store advertising program, introducing additional ad placements within search results. This initiative aims to provide developers and advertisers with more opportunities to promote their apps and reach a broader audience.
Current Advertising Landscape
Traditionally, the App Store featured a single ad slot at the top of search results. For instance, a search for Facebook might display an ad for TikTok at the top, indicating TikTok’s strategic targeting of specific search terms. This model allowed advertisers to bid for prime visibility, ensuring their apps appeared prominently when users searched for related terms.
Introduction of Additional Ad Placements
Starting in 2026, Apple plans to introduce more ads within the search results, extending beyond the top position. These new placements will appear further down the search results page, offering advertisers multiple opportunities to showcase their apps. Apple emphasizes that this expansion is designed to enhance app discovery, noting that nearly 65% of downloads occur directly after a search.
In a statement, Apple explained:
> Search is the way most people find and download apps on the App Store, with nearly 65 percent of downloads happening directly after a search. To help give advertisers more opportunities to drive downloads from search results, Apple Ads will introduce additional ads across search queries.
Implications for Advertisers and Developers
With the introduction of these new ad placements, advertisers and developers will not need to modify their existing campaigns to be eligible for the additional positions. Ads will automatically run in either the existing top position or the new placements further down the search results. The specific position of an ad will be determined by factors such as bid amount and auction ranking. Notably, advertisers cannot select or bid for a particular position; instead, the system will allocate ad placements based on the competitive landscape.
Billing for these ads will continue to operate on a cost-per-tap or cost-per-install basis. When the new ad units launch in 2026, existing search ad campaigns will automatically be eligible for the new spots. The ad format will remain consistent across all positions, utilizing either a default product page or a custom product page, with an optional deep link.
Broader Context and Historical Perspective
Apple’s expansion of App Store ads is part of a broader strategy to enhance app discovery and provide developers with more tools to reach potential users. In April 2025, Apple rebranded its Search Ads business as Apple Ads, reflecting the growing scope of its advertising initiatives. This rebranding signified Apple’s commitment to expanding its advertising offerings beyond search results, encompassing various placements within the App Store.
Furthermore, Apple has been actively expanding its advertising reach globally. In February 2024, the company extended its Search Ads to Brazil and eight other countries, followed by an expansion to Turkey and 20 additional countries in October 2024. These expansions have allowed developers to market their apps in over 90 countries, significantly increasing their potential audience.
The introduction of additional ad placements within search results aligns with these efforts, offering developers more avenues to promote their apps and connect with users. Apple reports that more than 800 million users visit the App Store every week, with over 85% downloading at least one app during their most recent visit. The company also highlights a 60% conversion rate for ads at the top of search results, underscoring the effectiveness of its advertising platform.
Looking Ahead
As Apple continues to evolve its App Store advertising strategy, developers and advertisers can anticipate more opportunities to enhance app visibility and user engagement. The forthcoming additional ad placements within search results represent a significant step in this direction, promising to reshape the app discovery landscape in 2026 and beyond.
