Apple has announced that it will start displaying more ads in the App Store’s search results beginning in 2026, with the stated goal of increasing opportunities for developers and advertisers to reach users. The change was disclosed through an update on Apple’s Ads website and will affect how ads show up when users search for apps in the App Store.
As of now, ads are shown primarily at the top of App Store search results, but starting next year, Apple will introduce additional ad placements both at the top and further down within search results pages. These new positions will be automatically available to existing search campaigns, and advertisers will not need to modify their current setups to participate. Ads may appear either in the original top position or in one of the newly added placements lower in the results.
Cupertino’s giant emphasizes the importance of search as a discovery mechanism within the App Store; according to the company, nearly 65% of app downloads occur directly after a user performs a search. By adding more ad positions within search results, Apple aims to give advertisers additional chances to drive app downloads when the users are searching for content.
As for the format of App Store search ads, they will remain unchanged, continuing to use either a default or a custom product page, with the option to include a deep link that directs users to specific content within an app. Apple also confirmed that its billing structure will not change. Ads will continue to operate under a cost-per-tap model, meaning developers are charged only when a user taps on an ad, rather than when it is merely displayed.
Ad placement will continue to be determined by a combination of the advertiser’s bid and the relevance of the app to the user’s search query. Apple says that ad matching is handled automatically, and advertisers will not be able to select or bid specifically for individual 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 additional information and updates regarding the changes.
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