Apple is preparing to expand App Store ads by adding more sponsored placements to search results, with the changes expected to roll out early next year. The company says that they are giving app developers and advertisers more visibility while helping users discover apps that better match what they are searching for.
More ads on App Store to be loaded early 2026
At present, App Store searches typically show one or two sponsored apps at the top of the results. With the upcoming update, Apple will increase the number of available ad slots on the search results page, creating additional opportunities for advertisers to promote their apps.
Apple says the change is focused on improving discovery rather than disrupting the user experience. Sponsored listings will continue to look the same as they do today, following the App Store’s existing design language and remaining clearly labeled as ads.
According to Apple, advertisers will not need to redesign their ads or relaunch campaigns. The only difference users will notice is where those ads appear within search results.
High conversion rates behind the expansion
Apple pointed to strong performance data as a key reason for expanding App Store ads. The company says its search ads have delivered conversion rates of around 60%, suggesting that users are often finding and downloading apps that align closely with their searches.
By adding more ad placements, Apple expects more advertisers—especially app developers competing for visibility—to reach users who are actively looking for new apps. The company describes this as a way to help developers drive downloads while keeping search results relevant for users.
Advertisers won’t choose specific ad positions
While more ad slots are coming, advertisers will not be able to bid for or select specific positions in search results. Apple will continue to control ad placement using its relevance-based systems.
Advertisers can still optimize their campaigns through keyword targeting and other conversion strategies. Apple also confirmed that pricing will remain unchanged, regardless of whether advertisers use cost-per-tap or cost-per-install models.
The company clarified that the expansion will not lead to higher advertising costs.
What it means for users, developers, and Apple
For developers and advertisers, the update offers greater exposure without requiring additional work or higher budgets. For users, Apple says the goal is to make app discovery easier by surfacing relevant apps during searches.
At the same time, the expanded ad inventory supports Apple’s growing services business, allowing more advertising revenue to flow through the App Store. While Apple frames the update around discovery and opportunity, it also highlights the increasing role of ads within the platform.
Rollout timeline
Apple says the new App Store ad placements will take effect early next year. Existing ad campaigns will automatically be eligible for the expanded slots, with no action required from advertisers.
As Apple continues to evolve the App Store, the change reflects its ongoing effort to balance developer growth, user experience, and monetization across its ecosystem.
