Apple has announced on its advertising support site that additional advertisements will appear in App Store search outcomes beginning next month. Last month, the firm indicated intentions to boost the volume of ads in the App Store, with the expanded search ad deployment set to launch on March 3, as noted in a developer notification obtained by MacRumors.
Apple explains that searches represent the primary method for users to discover and install apps on the platform, accounting for about 65% of downloads immediately following a query. In order to offer marketers greater chances to promote downloads via search pages, Apple Ads intends to incorporate extra promotions throughout various search terms. Previously, promotions for similar applications were limited to the top of search listings, but they will now extend to positions lower on those pages, per Apple's statement.
Operations within the App Store form a key element of Apple's designated services sector. Revenue streams include commissions from all App Store dealings, such as app acquisitions and internal purchases, along with growing income from leasing promotional slots to businesses targeting consumers. While advertisements in the App Store are not a recent development, their prevalence has grown progressively. In 2022, Apple introduced ads to the Today section, which already features curated content serving promotional purposes, and a Bloomberg report from 2025 indicated forthcoming ads in Apple Maps.
The firm's rebranding of its ad operations from Apple Search Ads to Apple Ads back in April 2025 served as a strong signal of its aim to broaden the avenues for collaborators to connect with audiences. This strategy aligns logically with Apple's vast inventory of devices, billions in number and equipped with built-in standard applications, positioning them as prime assets for outreach.