Apple Expands App Store Ads Starting March 3
Apple is set to show more ads in App Store search results beginning Tuesday, March 3. The move comes as the company looks to give developers additional opportunities to promote their apps and increase downloads. Apple first announced plans to expand ad slots last month but has now confirmed the rollout schedule.
The new ad placements will initially appear in the U.K. and Japan, with the U.S. and other markets expected to see the changes by the end of March. Developers do not need to adjust their campaigns to qualify, as ads will automatically appear in the new positions.
Multiple Ad Slots Coming to App Store Search
Previously, App Store search ads were limited to a single slot at the top of search results. Apple’s update will introduce multiple slots further down, giving advertisers greater exposure. The change reflects the importance of search in app discovery—nearly 65% of downloads happen directly after a search, according to Apple.
Apple explains that all existing campaigns will automatically become eligible for the new ad positions. Developers won’t be able to choose or bid on a specific slot, but their apps may appear in either the top or secondary positions.
Ads Appear Across iPhone and iPad Devices
The additional ad slots will be visible on iPhone and iPad devices running iOS 26.2 or iPadOS 26.2 and later. Ads will continue to be clearly labeled with an “Ad” marker for transparency.
Apple already features ads in other areas of the App Store, including the “Today” tab, the “You Might Also Like” section at the bottom of app listings, and the “Suggested” section in search. By expanding ad placements, Apple is creating more opportunities for developers while increasing its own services revenue.
Apple Ads: A Growing Business
Apple rebranded its “Search Ads” business as “Apple Ads” last year, signaling broader ambitions for its advertising ecosystem. The company is reportedly preparing to display ads in additional apps and services, including Apple Maps.
This move aligns with Apple’s ongoing strategy to diversify revenue beyond hardware sales. By offering more ad placements in the App Store, Apple provides developers with increased visibility while strengthening its advertising platform.
What Developers Should Know
Developers with active search campaigns don’t need to take any action to benefit from the additional ad slots. Their apps will automatically compete for visibility in both the existing top slot and the new placements further down search results.
For users, the change means more labeled ads appearing alongside organic search results. While some may find the increase noticeable, Apple’s clear labeling ensures transparency and maintains a smooth user experience.
Apple’s expansion of App Store ads marks a significant step in its push to grow services revenue while supporting developers in reaching larger audiences. The rollout beginning March 3 signals a new era for App Store advertising, making it an even more essential platform for app promotion.
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