App Store: Apple to show more ads in search results starting in March

Starting in March, users of Apple's App Stores will see more ads in search results. Apple announced this on its official Ads page. The expansion in 2026 had already become known at the end of last year, but without a specific launch date. The rollout is to be gradual and completed by the end of March, Apple states. Previously, only one ad was displayed at the top of the search results. In the future, more will follow further down.

The iPhone manufacturer likely expects this move to increase revenue for its services division. Apple's statements indicate that many users apparently also accept the advertisements well. For example, there is an average conversion rate of 60 percent for ads in the top position. More than half of those who see the ad click on it or even install the app. Advertisers pay Apple either for the tap (Cost-per-Tap) or for successful installations (Cost-per-Install).

Advertisers cannot choose slots freely

However, with the expansion, it will not be possible for advertisers to specifically choose slots. This is to be done automatically. Existing ad campaigns will be automatically enabled for the new positions. Advertisers therefore do not need to make any changes. According to the Ads team, Apple's search function is the most important way to find and download apps. 65 percent of all downloads occurred directly after a search.

At least it remains the case that only apps can be advertised in the App Store. These are said to be displayed thematically relevant, regardless of the bid price. According to Apple, more than 800 million users visit the App Store weekly.

Indie developers are skeptical

In indie developer circles, the expansion of App Store advertising is viewed with skepticism. It is heard that Apple is strengthening the visibility of financially strong app developers. Small apps would thus be pushed into the background in search results.

It is also still unclear how the European Commission will assess Apple's advertising activities overall. An investigation is currently underway to determine whether Apple Ads reaches enough users for this part of the platform to fall under the rules of the Digital Markets Act (DMA). This would entail stronger regulation. Apple itself had dutifully reported exceeding a threshold to the EU, which then initiated an examination.

The new ad positions require a user to have an iPhone or iPad with at least iOS 26.2 or iPadOS 26.2 installed. Ad placements will also continue to appear in the Today tab, at the end of app product pages, and in the list of suggested apps in the Search tab.

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(mki)