Apple Expands App Store Ads to Search Results

Apple is expanding its advertising footprint within the App Store, introducing more prominent ad placements in search results. The new rollout is scheduled to begin on March 3, according to a developer email viewed by MacRumors.

The company confirmed the update on an advertising help page, stating the move is designed to provide advertisers with additional opportunities to drive downloads. This expansion marks the latest step in Apple's ongoing effort to grow its services revenue through its vast ecosystem of devices and apps.

The upcoming change will see ads appear in more locations within App Store search results. While ads for related apps have historically appeared at the top of search pages, they will now also be displayed further down in the results list.

Apple emphasized the importance of search in its announcement, noting that it is the primary way users discover and download apps. The company stated that nearly 65 percent of all App Store downloads occur directly after a user performs a search.

"To help give advertisers more opportunities to drive downloads from search results, Apple Ads will introduce additional ads across search queries."

This expansion is part of a broader, multi-year strategy to monetize the App Store's search traffic more effectively.

App Store activity represents a significant portion of what Apple categorizes as its services business. The company generates revenue from every transaction on the platform, whether it is a direct app download or an in-app purchase.

Increasingly, selling ad space to companies seeking to reach users has become a key revenue stream. This strategy leverages the billions of Apple devices in circulation, each pre-installed with default apps, creating what the company views as some of its most valuable digital real estate.

The decision to rebrand its advertising division from Apple Search Ads to Apple Ads in April 2025 signaled the company's intent to expand its advertising offerings across more of its platforms and services.

While ads within the App Store are not new, their presence has steadily increased over the years. The company first introduced ads to the Today tab in 2022, integrating them into a space already known for editorial curation.

Further expansion was reported in 2025, with Bloomberg indicating that Apple planned to bring advertisements to its Apple Maps application. This pattern of growth highlights a clear trajectory toward integrating advertising more deeply into the user experience across Apple's native apps.

• 2022: Ads introduced to the Today tab
• 2025: Plans reported for Apple Maps ads
• 2025: Advertising division rebranded to Apple Ads
• 2026: Search result ads expanded

The expansion of App Store search ads represents a significant shift for developers and advertisers aiming to capture user attention. With search driving the majority of downloads, increased ad inventory could alter the competitive landscape for app discovery.

For Apple, this move reinforces the strategic importance of its services division as a major growth engine. As the company continues to explore new advertising avenues, users can expect to see more sponsored content integrated into the daily use of their devices.

The rollout begins on March 3, marking the next phase in Apple's ongoing monetization of its ecosystem.