Apple to Add More Ads to App Store Search Results Starting in 2026

Apple will introduce more ad spots within App Store search results starting in 2026, allowing advertisements to appear further down the results page beyond the single slot currently found at the top. The change targets the primary way users discover new software, with Apple noting that roughly 65 percent of all downloads happen immediately after a search.



Advertisers with active search results campaigns will automatically be eligible for these new positions without needing to modify their existing setups. While ads have historically been limited to the very top of the list, they will soon appear at multiple points throughout search results. Advertisers won't be able to bid for a specific placement; instead, Apple's system will distribute ads based on a combination of keyword relevance and bid amount. The ad format itself will remain the same regardless of placement.


The expansion builds on recent App Store Connect updates, including higher limits for custom product pages and support for deep links in search ads for users running iOS 26.2 and later. Developers can continue using these tools to tailor ad creative to specific audiences or direct users to a particular section within an app.

Relevance remains a strict requirement for ad placement. Apple says that if an app isn't considered a strong match for a search term, it won't be displayed regardless of bid size. This emphasis on quality likely contributes to the roughly 60 percent average conversion rate Apple currently sees for search ads. Billing for the new positions will continue under Apple's existing cost-per-tap and cost-per-install pricing models.

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