Apple will next year introduce more ads in the App Store "to increase opportunity" in search results, the company has announced.
According to an update to Apple's Ads website, additional ads will appear across search queries, appearing at the top as well as further down in App Store results, and existing campaigns won't need to do anything to be eligible.
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. You don't need to change your campaign in order to be eligible for any new positions. Your ad will run in either the existing position — at the top of search results — or further down in search results. If you have a search results campaign running, your ad will be automatically eligible for all available positions, but you can't select or bid for a particular one.
Apple explains that the ad format will remain the same – a default or custom product page, and an optional deep link. Advertisers and developers won't see a change in their billing, which will remain based on Apple's cost-per-tap model, so developers only pay when a user taps on an ad. Apple displays ads based on a combination of bid amount and an app's relevance to the search query, with ad matching done automatically.
The new App Store ads will appear on devices running iOS 26.2 and later from the beginning of 2026. For further details, check out Apple's Ads website.
(Via 9to5Mac.)
