Apple is expanding the number of ads that appear in App Store search results. In an update on its Apple Ads website today, the company detailed that it will introduce more ads “to increase opportunity in search results” starting next year.
New App Store search ads placements
Currently, there is a single ad spot at the top of search results in the App Store. For example, if you search for “Facebook,” you might see an ad at the top of the results for TikTok. This is because TikTok is targeting specific search terms and has won the auction for that placement.
In its announcement today, Apple explains that it is adding “additional ads across search queries” in the App Store. These new ads will appear further down in App Store search results.
Apple says:
Search is the way most people find and download apps on the App Store, with nearly 65 percent of downloads happening directly after a search. To help give advertisers more opportunities to drive downloads from search results, Apple Ads will introduce additional ads across search queries. You don’t need to change your campaign in order to be eligible for any new positions. Your ad will run in either the existing position — at the top of search results — or further down in search results.
Advertisers and developers won’t be able to select or bid for a particular position. Instead, an ad can appear in any of the available ad positions based on factors including the amount of the bid and where that ranks in the auction. Additionally, the position of the ad could vary even within the same campaign.
For advertisers and developers, billing remains on cost per tap or cost per install. When the new ad units launch in 2026, existing search ad campaigns will automatically be eligible for the new spots.
The ad format will be the same in any position, Apple explains:
The ad format will be the same in any position, using a default product page or custom product page, and an optional deep link. You’ll be billed as usual based on your pricing model: cost per tap or cost per install.
Apple says more than 800 million users visit the App Store every week and more than 85% of users downloaded at least one app during their most recent visit. The company further touts a 60% conversion rate for ads at the top of search results and that almost 65% of downloads occur directly after a user searches.
Advertisers and developers can learn more on the Apple Ads website. The new ads will be available to advertisers starting in 2026 and will be supported on iOS and iPadOS 26.2 and later.
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