https://www.macrumors.com/2026/01/23/more-app-store-ads-coming-soon/
Apple to Show More Ads in the App Store Starting March
Apple told developers in an email this week that it will begin showing more ads in App Store search results starting March 3rd (Friday).
According to Apple, the additional ads will first be applied to the App Stores in the UK and Japan, and will then be expanded to other markets, including the US, by the end of March.
Apple first announced plans to expand the number of ad slots in App Store search results last month, and this time it has revealed a specific implementation date. Currently, developers can only pay to display their apps in a single slot at the top of search results, but in the future, multiple ad slots will be added below.
Additional details released by Apple:
“Search is a primary way people find and download apps in the App Store, with about 65% of all downloads occurring immediately after a search. To enable advertisers to drive more downloads through search results, Apple Ads will introduce additional ads across search queries. The additional ads will be rolled out gradually and will be available in all markets by the end of March. You do not need to change your campaigns for them to appear in new locations. Ads can appear in their existing location (top of search results) or at the bottom of search results. If you are running a search results campaign, your ads will automatically be eligible to appear in all available locations, but you cannot select specific locations or bid on them.”
The additional ads mean more service revenue for Apple.
These new ad slots will be visible on iPhone and iPad devices running iOS 26.2 or iPadOS 26.2 or later. Paid apps will be labeled "Ad".
Currently, ads are also displayed in the App Store's 'Today' tab, the 'You Might Also Like' section at the bottom of individual app pages, and the 'Suggested' section in the Search tab. Apple renamed its 'Search Ads' business last year, and according to reports, it is preparing to show ads in more areas, including Apple Maps.
