Apple to show more ads in App Store search results starting in 2026

JAKARTA - Apple officially announced plans to increase the number of ads in App Store search results starting in 2026. Unlike the current format which places ads only in the top position, the new ads will appear scattered in the middle or in the user's search results list.

This move underscores the company's ambitions to expand its "Apple Ads" ecosystem, which it has just rebranded to boost revenue from the digital advertising sector.

Despite the increased ad slots, Apple placed special emphasis that money is not the only determinant of position. The company has told advertisers that they cannot pay more just to get a better position if their app is not considered relevant.

Apple uses an auction system that combines the value of the bid price with the level of keyword relevance. This means that if an application does not match what the user is looking for, the ad will not be displayed even if the developer is willing to pay dearly.

For developers and advertisers, this transition is claimed not to be technically difficult. Apple states that there are no additional actions that need to be taken to appear in these new ad slots.

Advertisers still have control to prepare variations of creative material to be more in line with a specific audience, but if they don't provide them, Apple will automatically use the standard display of the app's product page.

The billing system is also ensured not to change, where developers will still be charged based on the number of taps or the number of installations according to the previously selected option.

This ad expansion is a continuation of Apple's move in 2022 to start inserting ads in the "Today" tab, as well as answering rumors that Apple is also considering bringing ads to its mapping service, Apple Maps, in the future.