Apple launched an update on its Apple Ads official web site, announcing it as “Enhanced Business Opportunities for Search Results” to introduce more advertising posts into the App Store search results from next year. App Store currently displays only one spot at the top of the search results (e.g., TikTok at the top when searching for Facebook). According to the bulletin, apples will be added to the search query results, and these new advertisements will appear at the bottom of the search results page.
Apple explained in its statement that “search is the main way most users find and download applications in App Store, and nearly 65 per cent of downloads originate directly from searches. In order to help advertisers gain more opportunities to drive downloads of search results, Apple Ads will add advertising slots to search queries. The advertiser will be eligible for a new advertising slot without adjusting the existing advertising series and will display the top position or bottom of the available search results.” Advertising owners and developers will not be able to choose or compete for a specific advertising post. The location of the advertisement will be determined on the basis of dynamic factors such as the amount of the bid, the ranking of the competition, and the location of the presentation in the same series may change. The fee is maintained at the cost of each click or installation. When the new advertising module is online in 2026, the existing search advertising series will automatically qualify for the new advertising slot.
Apple emphasizes: “The advertising format for any location will be consistent, using the default or custom product pages and choosing to add deep links. The fee is charged in accordance with the original pricing model: the cost per click or installation.” In response, it was pointed out in the comment section that: “As the revenues of European application shops fall, the company is increasingly following the example of Google Advertising, which may be an initiative to cover up the decline in profits for shareholders. This decision, which has increasingly highlighted shortcomings in user experience, is deeply disappointing.” Apple used data in the bulletin that more than 800 million users visited App Store every week and over 85 per cent downloaded at least one application in their latest visit. At the same time, the company stressed that the top of the search results had a 60 per cent conversion rate and that nearly 65 per cent of downloads had taken place directly after the user search.
Advertisers and developers can find details through the Apple Ads website. The new advertising booth will be open to advertisers in 2026 and will be operated in iOS and iPados 26.2 and above.
