Why Apple plans to add more search ads to the App Store next year – Cult of Mac

By David Snow • 7:15 am, December 18, 2025
Apple’s App Store will introduce additional ad placements in search results beginning in 2026, Apple said Wednesday. The move represents a significant shift in how users will encounter sponsored content while browsing for new applications. And the iPhone giant took pains to explain why it’s making the move. 

Currently, when users search for apps on the App Store, they may see a single sponsored result at the top of their search results. For instance, searching for one social media app might display an advertisement for a competing platform that has bid on that particular search term and won the placement auction. But that changes next year with an increase in search ads, Apple explained in an update to its Ads website.
Starting next year, Apple will introduce multiple ad positions throughout search results rather than limiting sponsored content to just the top slot. According to the iPhone giant, these additional ads will appear further down in the results list. It said that will give advertisers more opportunities to reach potential users.
The company emphasized that existing search ad campaigns will automatically become eligible for these new positions without requiring any changes from advertisers. However, developers and advertisers won’t be able to select or bid for specific placement positions. Instead, ads will appear in various available spots based on factors including bid amounts and auction rankings.
Apple points to compelling usage statistics to justify the expansion. The company reports that nearly 65% of app downloads occur directly after a user performs a search, making search results prime real estate for advertisers. With more than 800 million users visiting the App Store weekly and over 85% downloading at least one app during their most recent visit, the potential reach for advertisers is substantial.
Apple also touts a 60% average conversion rate for ads appearing at the top of search results. It suggests these placements effectively drive downloads. So apparently it helps users find what they actually want. 
The ad format will remain consistent across all positions, using either a default product page or custom product page with an optional deep link. Billing will continue using the same models: cost per tap or cost per install.
Apple’s system matches ads to relevant searches using keywords that advertisers either select themselves or choose from Apple’s suggestions. The company’s technology considers both relevance and bid amounts when determining which ads display. That ensures irrelevant apps won’t appear regardless of how much an advertiser is willing to pay.
The new ad placements will be available on devices running iOS and iPadOS 26.2 and later when they launch in 2026.
David Snow, an expert on Apple hardware and software, writes on a variety of technological and cultural topics for Cult of Mac. They include Apple news, technology buying guides, and features about computer setups and Apple TV shows and movies.
With 30 years of experience covering technology and other subjects, he has written and edited for numerous print and online publications, including CMP Media, TechTV.com, CNET, Wired News, Red Herring magazine, Law.com, The National Law Journal and Law Technology News magazine. Among other roles, he served as executive editor of the Law.com network of websites and editorial director, technology, for ALM Media.
Snow graduated with a B.A. from Syracuse University with majors in magazine journalism and psychology. While there, he worked as a reporter for The Daily Orange newspaper and associate editor of Equal Time magazine.
Founder of the blog At the Waterline, he can be reached on X (formerly Twitter) via @atthewaterline and on Mastodon via @dsnow.
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