Apple has announced plans to increase the number of ads displayed in the App Store’s search results starting in 2026. This change aims to enhance opportunities for developers and advertisers to connect with users. The update was shared on Apple’s Ads website and will alter how ads appear during app searches.
Currently, ads are primarily shown at the top of search results. However, beginning next year, Apple will introduce additional ad placements both at the top and further down the search results pages. These new positions will be automatically available to existing search campaigns, meaning advertisers will not need to adjust their current setups. Ads may appear in the original top position or in one of the newly added placements.
Apple highlights the significance of search as a discovery tool within the App Store, noting that nearly 65% of app downloads occur immediately after a user conducts a search. By adding more ad positions, Apple aims to provide advertisers with more opportunities to drive app downloads during user searches.
The format of App Store search ads will remain the same, utilizing either a default or custom product page, with the option to include a deep link directing users to specific content within an app. Apple has also confirmed that its billing structure will not change; ads will continue to operate on a cost-per-tap model, meaning developers are charged only when a user taps on an ad, not when it is displayed.
Ad placement will be determined by a combination of the advertiser’s bid and the relevance of the app to the user’s search query. Apple states that ad matching is handled automatically, and advertisers will not be able to select or bid for specific ad positions within search results. Any active search results campaign will be eligible for all available placements.
The expanded ad placements will be rolled out on devices running iOS 26.2 or later, with availability beginning in early 2026. Apple has directed developers and advertisers to its Ads website for further information and updates regarding these changes.
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