Apple is set to expand advertising within the App Store by introducing additional ad placements in search results beginning in 2026, marking a shift from the current model that limits ads to a single sponsored result at the top of the page. The update has been outlined in Apple’s official App Store Ads documentation.
At present, advertisers can display one promoted app above organic search results when users search for apps. Under the upcoming change, ads will also appear further down the search results page, increasing overall ad inventory while maintaining the same visual format and relevance standards. Apple has said that existing search ad campaigns will automatically be eligible for the new placements, without requiring changes to advertiser settings.
The company has reiterated that search remains the primary way users discover apps on the App Store, accounting for a majority of downloads. Apple says the expanded placements are intended to give developers greater opportunities to reach users with high intent, rather than altering how ads are ranked or sold.
Advertisers will continue to have no direct control over where their ads appear within search results. Placement will still be determined by factors such as relevance and bid value, and billing will remain based on performance metrics such as cost per tap or cost per install. The use of default or custom product pages will also remain unchanged.
The move reflects Apple’s broader effort to grow its advertising business while integrating ads more deeply into discovery surfaces across its ecosystem, even as it maintains a focus on relevance and user experience within the App Store.
