Ads displayed when searching for apps on the App Store are expected to increase from 2026

Apple has updated its advertising help page, announcing that it will increase the number of advertising opportunities in App Store search results starting in 2026. Previously, ads were displayed at the top of search results, but now multiple ads will be displayed across the entire search results.

Search Results - Help - Apple Ads

https://www.webpronews.com/apple-expands-app-store-sponsored-ads-for-revenue-boost-amid-scrutiny/

Below is a screenshot of a search for 'chat ai' in the App Store. At the top of the results, you'll see Google Gemini, labeled 'Advertising.'

According to Apple, most people use search to find and download apps, and approximately 65% of downloads occur immediately after a search. Therefore, it is necessary to 'reach users the moment they search for an app.'

To increase the chances of ads appearing in search results beyond just the top of the search results, Apple has announced that it will introduce more ads starting in 2026. In addition to the top of the search results, additional ads will be introduced throughout the search results.

Ads have the same format across all placements, and advertisers cannot choose or bid on specific placements. All ads running search result campaigns will be ranked higher than other advertisers based on the relevance of your app to the search query and your keyword bid.

Apple is also pursuing advertising strategies beyond search results, and it has been reported that it is preparing to introduce advertising to Maps in 2026.

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Regarding Apple's advertising strategy, technology media WebProNews acknowledged that it is attractive to Apple's investors due to the increased reach and revenue it provides to advertisers, but noted that 'increased advertising clutter could undermine the value of the App Store, which has been highly regarded as a trusted platform,' pointing out that maintaining user trust is crucial. Readers of MacRumors , which publishes Apple-related news, have expressed numerous critical opinions, including concerns that ads may be prioritized in search results, potentially damaging the user experience, and frustration over the increase in advertising without necessary updates such as sorting and filtering.