Apple will add more App Store search ads

Apple plans to introduce additional ads within App Store search results starting in 2026, expanding its search ad inventory while keeping strict limits on how advertisers can influence placement.

What’s changing. The new ads will appear inline within App Store search results, alongside organic listings. Existing ads at the top of search results will remain unchanged. Apple says advertisers don’t need to take any action to appear in the new placements — and, notably, they can’t.

What Apple is saying. In guidance shared with Apple Insider, Apple emphasized that relevance is non-negotiable:

• “If your app isn’t relevant to what the user is searching for, it won’t be displayed — regardless of how much you may be willing to pay,” says Apple rep

They continue by saying apps that aren’t a good match for a user’s search query won’t be entered into the auction at all, regardless of bid size. Apple Ads considers both relevance and bids, but relevance is the gatekeeper.

Why we care. Apple is expanding App Store search ad inventory, which could increase competition and change how often ads appear during discovery. At the same time, Apple’s relevance-first approach means bidding alone won’t secure visibility, putting more pressure on keyword strategy and creative quality.

With placement control off the table, advertisers who align closely to user intent stand to benefit most from the added exposure.

What advertisers can control. Creative still matters. Advertisers can prepare multiple ad variations to better align messaging with different audiences or keyword themes. If no custom creative is provided, Apple will automatically generate ads using the app’s product page assets.

Billing stays the same. Apple confirmed there will be no pricing changes. Advertisers will continue to pay per tap or per install, depending on their current setup.

The big picture: Apple has been steadily expanding its ads business. It added ads to the Today tab in 2022 and recently rebranded Apple Search Ads as Apple Ads — signaling broader ambitions, even as it resists traditional auction dynamics seen elsewhere.

The bottom line. Apple is increasing ad density in App Store search, but not advertiser control. More ads are coming — just not the ability to buy your way into better positions.