Apple has confirmed it will begin showing additional ads in App Store search results from 3 March, and expand advertising placements beyond the single sponsored slot currently shown at the top of search pages.
The change follows earlier confirmation that Apple planned to increase the number of ad slots in App Store search, but this marks the first time the company has shared a firm rollout timeline.
Apple will introduce the additional search ads first in the UK and Japan, before expanding to other markets, including the United States, by the end of March.
The new placements will appear further down search results pages, meaning users may now encounter multiple sponsored listings when searching for apps rather than a single promoted result.
Until now, developers could only pay for one premium position at the top of search results, but Apple will automatically make existing search campaigns eligible for the new ad locations without requiring changes.
The new placements reuse the existing search ad format, using default or custom App Store product pages, allowing Apple to increase ad inventory without changing the visual experience.
Developers will not be able to choose or bid on specific ad positions, with Apple instead deciding whether an ad appears at the top of results or further down the page.
Billing will continue under Apple’s existing pricing models, with developers paying per tap or per install depending on campaign settings.
Apple frames the expansion as a response to search behaviour, noting that nearly 65 percent of App Store downloads occur directly after a user performs a search.
Ads will still rely on keyword relevance and bid values, with Apple stating that apps will not appear in search ads unless they closely match a user’s query, regardless of how much a developer is willing to pay.
For users, the change means sponsored results will become a more prominent part of app discovery, especially for popular or competitive search terms.
The update also reflects Apple’s continued expansion of its advertising business, which has increasingly become a meaningful revenue stream alongside hardware, subscriptions, and services.
The rollout will take place in phases throughout March, with Apple confirming that all supported regions should see the expanded ad placements by the end of the month.
Apple has not indicated whether further ad formats or placements are planned beyond search results at this stage.
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