The company says this is to “increase opportunity in search results” for developers
Apple has confirmed that it will roll out more ads on the App Store in 2026.
On a new page on the Apple Ads website, the tech giant writes that it will be “introducing more ads to increase opportunity in [App Store] search results.” According to Apple, nearly 65 per cent of App Store downloads happen “directly after” a search, prompting this push for ads in search results.
Apple notes that companies won’t be able to select or bid for specific ad positions. Instead, Apple’s intelligent technology will consider a variety of factors, including relevance to the search query and the amount of keyword bid, when bringing up results.
Given that “more ads” is rather vague, the size of the increase is unclear. But if nothing else, you at least have some warning that App Store search results could get a bit crowded next year.
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