Apple is increasing the quantity of advertisements displayed in App Store search outcomes. In an update on its Apple Ads webpage, the firm stated that it will roll out additional ads “to enhance opportunities in search results” commencing next year.
### New App Store Search Ads Placements
At present, there is one ad slot at the top of search results in the App Store. For instance, when searching for “Facebook,” you might notice an ad for TikTok at the top of the results. This occurs because TikTok is targeting certain search keywords and has secured the auction for that position.
In its communication, Apple clarifies that it is introducing “more ads throughout search queries” in the App Store. These new advertisements will show up lower down in App Store search results.
Apple asserts:
> “Search is the method most individuals use to discover and download apps on the App Store, with nearly 65 percent of downloads occurring immediately after a search. To provide advertisers with greater opportunities to enhance downloads from search results, Apple Ads will launch additional ads across search queries. You don’t need to modify your campaign to qualify for any new positions. Your ad will either run in the existing spot — at the top of search results — or farther down in search results.”
Advertisers and developers won’t have the ability to choose or bid for a specific position. Rather, an ad may appear in any of the available ad locations based on factors such as the bid amount and its ranking in the auction. Furthermore, the ad’s position could differ even within the same campaign.
Billing for advertisers and developers will continue to be based on cost per tap or cost per install. When the new ad units debut in 2026, current search ad campaigns will be automatically eligible for the new spaces.
Apple elaborates that the ad format will remain consistent in any position:
> “The ad format will be the same in any position, utilizing a default product page or custom product page, along with an optional deep link. You’ll be billed as usual based on your pricing model: cost per tap or cost per install.”
Apple indicates that over 800 million users access the App Store weekly, and more than 85% of users downloaded at least one app during their last visit. The company also highlights a 60% conversion rate for ads at the top of search results and notes that nearly 65% of downloads happen immediately after a user conducts a search.
Advertisers and developers can gather more information on the Apple Ads website. The new advertisements will be available to advertisers beginning in 2026 and will be compatible with iOS and iPadOS 26.2 and later.
