Subtle changes are coming to how users discover apps on Apple devices, as the company prepares to expand advertising visibility within App Store search results in select global markets.
Apple had announced last year that it would increase the number of ads shown in App Store search results starting in 2026. The company has now confirmed that the rollout will begin in March, initially in select countries. The update will introduce additional Apple Ads across search queries, giving advertisers more opportunities to drive app downloads. At present, the App Store shows sponsored listings only at the top of search pages.
According to user reports on social media platforms, Apple has informed developers that the new ad placements will go live from March 3, 2026. The feature will first appear for users in the UK, followed by Japan. Apple has confirmed that all other markets will receive the update by the end of March.
The expanded ad format will be available on iPhone and iPad devices running iOS 26.2 or later and iPadOS 26.2 or later. “For each search query, there may be multiple ad positions available, including the existing top position”, Apple said.
While the move has drawn attention, it does not come as a surprise. Apple had indicated last month that more ads would be introduced into App Store search results. Under the updated system, advertisements will appear directly within search results alongside existing ad formats.
As a result, sponsored app listings will become more visible when users search for apps. Apple has said these ads may appear either at the top of the search page or further down. If an advertiser runs a search results campaign, their ad will automatically be shown in any available position. However, advertisers will not be able to choose or bid for a specific placement.
Apple has clarified that the ad format itself will remain unchanged. Ads will continue to use default or custom product pages, with an optional deep link. Billing will follow the current pricing model, based on either cost per tap or cost per install.
The update marks another step in Apple’s gradual expansion of advertising within its app ecosystem.
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