Apple is preparing to show you more ads when you search for apps in the App Store. Starting in 2026, ads will no longer appear only at the very top of search results. Instead, you will also see ads placed further down the list. Apple says this change gives advertisers more chances to reach users while they search.
Right now, the App Store shows just one ad at the top of search results. If you search for a popular app, you often see a promoted result from a competing app before the organic listings. That single ad spot is about to turn into several opportunities across the same search page.
In a new update published on the Apple Ads website, Apple explains why search matters so much to its business. According to the company, “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.” Apple adds that the goal is to “increase opportunity in search results” by introducing additional ad placements.
New ads will appear
Apple says the new ads will show up lower in App Store search results, not just at the top. You will still see organic app listings, but ads will now be mixed in at more than one position.
You should also know that advertisers cannot choose where their ad appears. Apple will decide placement based on auction results, including how much an advertiser bids and how that bid ranks against others. Because of this, the same ad may appear in different positions even within one campaign.
What stays the same for advertisers
Apple is not changing how ads look or how advertisers pay. The company says, “The ad format will be the same in any position, using a default product page or custom product page, and an optional deep link.”
Here is what remains unchanged:
- Ads still use cost per tap or cost per install billing
- Existing search ad campaigns stay active
- Campaigns automatically qualify for the new ad spots
- Ads appear on iOS and iPadOS 26.2 and later
When these new ad units launch in 2026, advertisers will not need to create new campaigns to participate.
Apple is pushing harder on ads
Apple points to scale and engagement to justify the move. The company says more than 800 million users visit the App Store every week. It also claims that over 85 percent of users download at least one app during their most recent visit.
Apple highlights strong performance at the top of search results, saying those ads convert at around 60 percent. Nearly 65 percent of downloads, Apple notes, happen right after a search.
For you as a user, this means search results will feel more commercial than before. For developers and advertisers, Apple is opening more paid doors inside one of its most valuable discovery tools.
